Saturday, December 12, 2015
Acceptable Rebellion: Kendall+Kylie
Kendall + Kylie
Kendall+Kylie is a brand created by the reality TV stars Kendall and Kylie Jenner.
Their clothes are exclusively sold through Pacsun and Topshop, but are in high demand due to the popularity of the notorious sisters. They use this to their advantage, taking over social media as a way of advertising their apparel, saving costs with in-store and tv ads, as well as billboard campaigns. Their main source of exposure is the beloved social media site, Instagram.
With a staggering 40+ million followers (EACH), this power duo definitely know how to please the crowd and set trends. Although they have a separate page/profile for their brand (kendallandkylie- with a whopping 1 million followers itself), they do use their own pages to promote their clothing line as well with shoutouts and pictures of themselves wearing their own brand.
The reason I titled this blog 'Acceptable Rebellion' is because they freely choose to let their wild, unruly behavior collide and mix with the image of their brand. Their attitudes portrayed on their profiles influence the attitude and value consumers feel their clothing line objectifies. The air about their clothing has gradually evolved from being viewed as tied to their tv personas and snubbed as another famous pair trying to be bigger than they really are to being perceived as becoming in likeness to the infamous characters these two stars have shaped if, when, and once worn... which tends to either successfully draw in a crowd of wannabe fans or repel potential customers off with disgust.
Personally, I love their brand (guilty of owning a Pacsun credit card myself!). I think their designs are adorable and innovative. However, whenever I try on any items of their clothing, I either feel unfit for a garment designed by models or a sexy bad-ass. I honestly have yet to experience a sense of decency putting on their garments.
Putting the judgements aside though, looking at the products without knowledge of the creators, one can clearly get an impression of the hipster vibes these clothes emit. Hipsters are the small segment of the population who serve as ‘innovators’ and ‘early adopters’ of new trends influence consumer trends for the rest of society. ‘Hipsters’, or young trendsetters, are charismatic, approximately aged 18–35, and ‘possess tastes, social attitudes and opinions deemed cool by the cool'. Influential on mass media and, hence, adolescents and young adults, hipsters represent an important fashion industry target with the power to drive trends. (Tob Control. 2010 Jun. Yogi Hendlin, Stacey J Anderson, and Stanton A Glantz).
I don't usually agree with taking action, such as buying an item of clothing, simply because some famous person has anything to do with it, but I must admit the Jenner sisters were geniuses in taking advantage of their capabilities and their dispositions, and have done a commendable job well done with their business.