How the Kardashians court advertisers
All that notoriety doesn't matter -- 'momager' Kris Jenner says corporate America can trust Kim, Kourtney, Khloe & Co.
Speaking at the recent Advertising Week conference, "Momager" Kris Jenner said without trying to be ironic: "The Kardashian brand is for the fans." The Guardian noted that Jenner didn't offer "an explanation for why her children partake in naked yoga, fight with their spouses and get oil enemas on television." Let's not forget the family's sex tapes, fondness for plastic surgery and frequent fashion faux pas.
Jenner, who is married to Olympian Bruce Jenner, also denied media reports that her talk show had been canceled. Like any good "momager," she sees her brood as offshoots of the family brand. "Keeping Up With the Kardashians" is easy because they're everywhere.
Sears (SHLD), for instance, sells the Kardashian Kollection of apparel. Fans looking for the ideal Kardashian gift should check out Kardashian Khaos, the family's e-commerce operation, whose products include coffee mugs with pictures of Kim, Kourtney and Khloe plastered on them for the bargain price of $20. Visitors to Las Vegas can see the Khardashian swag up close at the Mirage Hotel, where Khaos has a bricks-and-mortar store.
The Khardashians probably employ so many attorneys that they should be made members of the bar. In 2010, the family was sued for breach of contract by the company that created a debit card that they endorsed but was condemned for charging predatory fees. This year, the wife of their late father, Robert Khardashian, sued them for defamation.
Still, corporate America may be warming up to the clan, which recently began shooting season nine of "Keeping Up With The Kardashians." Klohe Kardashian has signed a deal with Kotex, and a so-far unnamed pharmaceutical company has signed a deal with the family to promote something at some point, according to the Guardian.
Oh, and to the family's legions of haters, Jenner has some advice: "Don't follow us."
Simple and well put.
Jonathan Berr doesn't own shares of the listed stocks. Follow him on Twitter @jdberr and at Berr's World.
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