Whether you love her, love to hate her, or are somewhere in the middle, there's no denying that Kim Kardashian is one of the most influential and successful women of our time. With an estimated net worth of over $1 billion, she's built an empire that spans reality TV, fashion, beauty, and more.
But is she a business genius or just a master of self-promotion? Some say her success is all thanks to her family's reality show, which made her a household name. Others argue that she's a savvy businesswoman who has used her platform to build a thriving brand.
So, what's the truth? Is Kim Kardashian a business genius or just a reality TV star with a knack for getting attention? Let's dive into her business ventures and see what we can find out.
Roots of success: Silver spoon and personal drive
Kim Kardashian has been interested in business from a very young age.
In fact, her journey as an entrepreneur began in high school, she shares with Variety. Her late father, US attorney and businessman Robert Kardashian Sr, presented her with a unique challenge: she could treat herself to five pairs of $700 Manolo Blahnik shoes, but she had to pay him back — with interest. Kim recounted how she called up a store, indulged in five pairs of the coveted designer heels, and promptly resold them on eBay for a cool $12,500.
Kim and her (exceptionally wealthy) father Robert
To Kim, what started as a simple shoe-selling venture spiralled into a full-blown obsession with profits. Fast-forward to 2006, she — alongside sisters Kourtney and Khloe — opened the doors to their very first store, DASH, a Calabasas consignment boutique.
Little did the socialite know that this would be the first stepping stone in the colossal Kardashian empire — or did she?
The root of Kim Kardashian's success is her silver spoon and personal drive. Even with an affluent upbringing, she's shown a notable entrepreneurial spirit. Her knack for reselling clothes, which she showcased on Keeping up with the Kardashians, gave her the foundation for future retail success.
Now, let's not forget that Kim's privileged background gave her a leg up. She had access to resources, connections, and opportunities that most people could only dream of. So while she's definitely a hard worker, it's important to recognise that her privilege played a huge role in her success.
But think about it — if she didn't turn her family's fame and fortune into a money-making machine, it'd be like leaving a winning lottery ticket on the table. It's a bit of a catch-22. On the one hand, she's got the critics saying that she only made it because of her background, and on the other side, if she hadn't flipped the script and turned her family's fame into a cash cow, they'd probably call her foolish.
She's damned if she doesn't, and damned if she does.
Business triumphs: From makeup sales to billionaire status
It's not by chance that Kim Kardashian boasts a mammoth following of 362 million Instagram followers, outshining industry titans like Nike (301 million), Beyoncé, (314 million), and Wall Street Journal’s “Person of the Year” Taylor Swift (266 million).
Nor is it by chance that her first makeup product from her beauty line sold out upon its launch in 2017, generating a staggering $14.4 million in sales. Kim’s since built a global enterprise that stretches across industries like gaming, beauty, and even publishing. To top it all off, she achieved billionaire status in 2021, and she was just recognised as one of the most Powerful Women in the World by Fortune.
Ready for her latest Instagram closeup
So what is Kim doing right?
Well, it’s easier to answer this question by looking at what she's doing wrong, but the truth is, there isn't much. Sure, she's had a bit of bad PR (we'll get into that later) and experienced the wrath of bad branding but overall, she's killing it. Kim knows how to break the internet, market effectively, and use every single media tool in her arsenal.
Kim not only understands the significance of viral content but also excels at creating it. In a campaign for her SKIMS brand, known for its shapewear and loungewear, she teamed up with four industry legends: Tyra Banks, Heidi Klum, Alessandra Ambrosio and Candice Swanepoel. Naturally, the news went viral, with a frenzy of people dying to wear the same garments as the iconic models.
The campaign’s success brought to mind an iconic Pepsi ad (no, not that one) starring four of the biggest names in pop at the time — Britney, Beyoncé, Enrique, and Pink. It felt like witnessing four all-stars hitting the court simultaneously. The buzz it generated was unstoppable, and it left Coca-Cola trembling in its wake.
Another SKIMS ad, showcasing Paris Hilton in a velour tracksuit, is a nostalgic nod to their status as noughties style icons. No networking hassles, no strict marketing budget, no traditional ads — Kim's Instagram followers do the job for her.
Rebranding efforts vs. Reinforced stereotypes
But in 2022, Kim offered some rather unconventional advice for women in business. Her top tip? 'Get your f***ing ass up and work.' Predictably, her comments triggered a fierce backlash — and for good reason.
The pandemic was a tough time for everyone, but it hit women especially hard. Many lost their jobs, had to take on extra childcare responsibilities, and were just trying to make ends meet. Kim, with her wealthy family and army of assistants, was living in a different world.
The internet didn't hold back on Kim's advice. People on Twitter (now X) were quick to call her out, with one user comparing her "work hard" message to Marie Antoinette's infamous "let them eat cake." Others pointed to a job listing from 2018 for an unpaid internship at Jenner Communications, which seems to contradict Kim's message.
While I don't doubt Kim’s work ethic, her Girlbossian belief that meteoric success is merely a product of hard work is out of touch — if not totally deluded. Breaking into reality TV and then starting a bunch of million-dollar businesses is a lot easier if you've got rich parents and a team of people at your beck and call.
It’s hard to ignore Kim’s recent effort to rebrand herself as a savvy businesswoman and entrepreneur. However, her recent comments about work seem to reinforce the stereotype she's been trying to shake off. Instead of using the interview to show off her business skills, she accidentally made herself look like a clueless celebrity who's out of touch with reality.
The bottom line
Kim Kardashian's journey from high school student to billionaire businesswoman is a tale of privilege, savvy marketing, and undeniable ambition. While her success is marked by clever branding and a keen understanding of the media landscape, it's essential to acknowledge the advantages her privileged background provided.
But there’s another factor at play — luck. The real game-changer was Keeping Up with the Kardashians — a reality show that came into her life like a stroke of good fortune, placing Kim in the spotlight at just the right moment. She rode the wave of the reality TV boom, and suddenly, everyone knew who Kim Kardashian was.
The paradox of her journey is evident in the scrutiny she faces — criticised for leveraging her family's name, yet probably criticised if she hadn't. Kim's winning formula lies in her use of social media, viral content creation, and successful business ventures, but recent controversies, such as her seemingly out-of-touch business advice, underscore the challenges of staying relatable while navigating the complexities of the Kardashian name.
Kim Kardashian plays to her strengths — drive, good fortune and a recognisable name — yet falls short of being a business genius.
