Kim Kardashian's controversial shapewear makes millions in just one day
'No publicity is bad publicity' has never been more true as Kim Kardashian West’s once-controversial shapewear line has sold out moments after launch, netting millions of dollars and crashing its own website.
Kardashian has done it again, made millions of dollars that is. The starlet took to Instagram just a few hours after her SKIMS website went live to say that a lot of the items were already sold out.
“Our teams are working overtime to get everything restocked ASAP and my goal is to get our business to a point where we can make my shapewear and essential underwear items available and accessible always.” Kardashian assures.
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Wow! Thank you to everyone who supported our @skims launch day yesterday, it was beyond what I could have imagined and I’m so incredibly thankful! For anyone that didn’t have a chance to shop yesterday, we still have some of the shapewear still in stock in colors Onyx, Umber and Oxide and many of my must have underwear and bra essentials that are perfect everyday basics. If the @skims item you wanted is sold out, pls follow our Instagram page and visit our website to sign up for restock alerts! Our teams are working overtime to get everything restocked ASAP and my goal is to get our business to a point where we can make my shapewear and essential underwear items available and accessible always. I cannot wait to see everyone in your @skims. Pls be sure to tag me when you receive your order and let me know what you think!!!
Soon after the launch of the products, SKIMS pulled in a number skimming just over US $ 2 million, according to TMZ. Going live on Tuesday September 10, every single item variant went out of stock in various colours and sizes in record speed.
To put the success into perspective, Spanx, a leading shapewear company, made around US $4 million in its first year on the market. That’s in an entire year and Kardashian’s version made half of that in the blink of an eye.
The shapewear and underwear line is marketed as a product for all women, regardless of skin colour or body type. No product is over US $100 and they come in nine colours and range from XXS-5X sizes.
Kardashian’s SKIMS was originally to be trademarked as ‘Kimono’, though this branding decision resulted in a backlash of international proportions. People all around the world accused the businesswoman of cultural appropriation and insensitivity towards Japanese heritage.
The Mayor of Kyoto himself even weighed in and asked Kardashian not to use the term as it would monetise the sincerely held beliefs of the Japanese people.
Kardashian later rebranded her shapewear under a less polarising name, and said that she always listens to her fans on the decisions she makes.
Being an entrepreneur and my own boss has been one of the most rewarding challenges I’ve been blessed with in my life. What’s made it possible for me after all of these years has been the direct line of communication with my fans and the public. pic.twitter.com/IB5cto7Mlj— Kim Kardashian West (@KimKardashian) July 1, 2019
You can check out the SKIMS website here.