Written by Amy Steadman • Published 30th November 2012
Recognising the UK’s fixation with celebrity style and using this as an effective marketing tool, the Kardashians have collaborated with Dorothy Perkins on a collection of bodycon dresses, tops, jeans and skirts. When it comes to Fashion PR, a collaboration makes for a great campaign. And celebrity collaborations will attract both the fashion and celebrity press in equal measure.
The Dorothy Perkins press team even tried to pull off a double celebrity endorsement, sending some of Kim’s designs to Kate Middleton. In a recent interview with Now magazine, Kim gushed, “Kate seems like a really sweet person and she’s a princess. We love her sense of fashion. She could wear our looks and team it with one of her hats.” As with any gift, the selection from the Kardashian Kollection was returned, with one palace insider commenting, “Kate is hardly going to turn up for an event with the Queen n a cheap leopard-print miniskirt or a gold sequin jacket.” Despite the negative comment, this is actually a brilliant piece of PR. The press team will have of course known that the dresses would be sent back, but this was a great way of securing more coverage post-launch.
The Kardashian’s collaboration with Dorothy Perkins is an effective combination of both fashion PR and celebrity PR, raising the profile of the Kardashians in the UK whilst rejuvenating the Dorothy Perkins brand. The launch of the Kollection proved successful. 500 spaces were available to the general public to meet the sisters at a signing event at Westfield. Thousands of teenagers turned up, with many sleeping outside overnight in the car park.
It is interesting however that the majority of the Kollection is now on sale with pretty substantial reductions. Whilst the PR around the launch was obviously very successful, it will be more difficult to maintain in the long term, which could potentially be quite damaging for Dorothy Perkins.