Kardashian success a blend of ‘relatable yet aspirational’

Thirty-three-year-old Khloe Kardashian, Kylie’s half-sister, is also pregnant, in her second trimester no less.

Khloe and Kylie would be joining Kim Kardashian and Kanye West, who are reportedly expecting their third child through a surrogate.

If the dueling baby bumps materialize, how will it affect the family brand — and the next 10 years of their reality series? Eric Schiffer, celebrity brand expert and CEO of Reputation Management Consultants, is optimistic.

“Kylie’s pregnancy extends the Kardashian brand because there is new intrigue about Kylie: Will she parent? What will the child be like? What will happen to her life? It’s possible she could go off the grid, but it is more probable cameras will follow her and open up a new avenue of fans who share a growing interest in her future rustic lifestyle,” Schiffer says.

Despite the continuous headlines, cover stories, curveballs and controversy, the family continues to stay relevant and come out on top, proving they’re not going anywhere.

Just how do they continue to rise above?

“The Kardashians have been such a success despite all of the challenges and changes because they’ve been able to brand themselves as the perfect blend of being relatable yet aspirational,” says Natasha Koifman, a branding expert and president of NKPR. “Because there are so many of them, covering a wide range of ages, it’s easy enough for the average viewer to connect on some level with at least one of them, especially when witnessing intimate moments dealing with issues that aren’t unique to celebrities, like heartbreak, substance abuse, weight loss, infidelity, gender identity and more.”

Koifman also expects that if Kylie Jenner is indeed pregnant, it will further cement the show’s longevity.

“Kylie’s pregnancy will not only boost ratings, but I believe will give her an opportunity to grow and evolve into a more relatable personality,” she says. “While Kylie is one of the biggest influencers for millennials today, she has received a lot of flack for cosmetic procedures and her fashion choices. Being a mom gives her an opportunity to mature and perhaps re-evaluate her values and what is most important: winning over new audiences outside of the millennial domain.”

But despite their success, haters continue to write them off as merely famous for being famous. Why?

“Because they are looking at it through the traditional prism of suc- cess, but the game has changed,” Schiffer explains. “Truth shows that being famous for being famous is a platform for great success if it is executed well. Ninety-five per cent of people who climb atop a famous-forbeing-famous platform destroy its potential because of a lack of brains or entrepreneurial skills that would flunk Harvard Business School. But the Kardashians squeeze the orange dry and then eat the pulp.”

Needless to say, with Kris Jenner at the helm, their execution seems seamless.

Carly Stojsic, a trend forecaster, says she’s never watched an episode or supported any of their brands. “I’ve never bought into the Kardashian franchise, never adopted or championed their brand and growing dynasty,” she says. “While I understand their popularity from a trend perspective, I think they’ve caused a great deal of detriment to society in terms of youth and cultural behaviours.”

So what does the future have in store? “Over the next 10 years, I expect the Kardashian dynasty to continue to balloon,” Koifman says. “The family has grown, so there are opportunities to not only spotlight younger family members (Mason, Penelope, North, Saint, etc.), but also new relationships for the Kardashian clan, such as Khloe and Tristan, Kourtney and Younes, Kendall and Blake . . . even Scott and Sofia Richie. There will always be new, controversial storylines with this many people involved.

“I also predict that based on the monumental success of Kylie and Kim’s beauty lines, Khloe’s denim line and Kimoji merch, I foresee more brand development that will have the Kardashians own the lifestyle space, perhaps bringing the family experience in store. And with a potential baby on the way for Kylie, there’s just another outlet for more branding and storylines.”

Still keeping up? Yeah, me too. And on my toes, at that.

“Truth shows that being famous for being famous is a platform for great success if it is executed well.” ERIC SCHIFFER CEO OF REPUTATION MANAGEMENT CONSULTANTS