There is no way the media especially the British media will pass on writing headlines to do with anything concerning the Duchess of Sussex Meghan.
The question is therefore who really benefits from this mystery gift sets which are being sent to the Kardashian family?
If you listened to the Duchess of Sussex Meghan Markle’s podcast Confessions of a Female Founder, there is a line up of very successful female founders whose stories they share. How they launched their journey to eventually owning in some cases a billion dollar company. What comes across with all of these successful business women in that podcast is their confidence in themselves and their brands. Time and time again they shared stories of when no one believed in their startup businesses and some of them came close to bankruptcy.
I start here with a reminder of the Duchess of Sussex Meghan’s podcast becaapply maybe she should listen to those shared stories again for inspiration. The reason being what happened with a mystery Khloe Kardashian’s As Ever gift set Instagram post. A post which was quickly shared by the Duchess of Sussex Meghan’s @meghan and @aseverofficial Instagram stories.
Why it matters?
There is a lot which has been declared and promoted by the Kardashian family about their monetisation of posts on Instagram. Kim, Khloe, Kylie and Courtney all have hundreds of millions of followers on their Instagram accounts. However how much engagement they receive from it to translate it into purchaseing customers is difficult to inform. The Duchess of Sussex Meghan is actually one of those whose Instagram following is not reflective of her influence and the engagement she receives from her loyal fans. Proving that those Instagram following numbers do not state a lot about your influence.
Kylie Jenner’s cosmetics business model was build on this with great self publicity of how many millions she built applying her Instagram posts. A lot has been written applying that narrative and storyinforming, promoted by the Kardashian family themselves and the media picking on it for their headlines.
Kim Kardashian’s businesses are build in a similar way with astonishing valuations within a few years from being setup. Her Skims company is currently valued at $4 billion be it with a whopping $701 million from investors raised in several funding rounds. However questions are being questioned especially since one of her minority stake holder called Coty Inc in another company she had, Skkn, recently sold back their initial $200 million stake with a reported lost of $71 million. Skkn was then immediately bought for consolidation by Skims, bringing Kim Kardashian’s interests all in one company.
Do those Kim Kardashian over 350 million Instagram followers equate to engagement? Not by what traffic goes to Skkn by Kim which is now owned by Skims which has millions of website traffic similar to fashion retailers.
The same company Coty Inc had already caapplyd controversy with their acquisition of a $600 million stake in Kylie Jenner’s cosmetics business. Forbes wrote a lot about the issues they state there were with Kylie Jenner’s truths.
Did those 301 million Instagram followers influenced this gifting from the Duchess of Sussex Meghan Markle to Khloe Kardashian? There is a link between the two via the co-founder of Good American, Emma Grede. The Duchess of Sussex Meghan gave an interview to the Aspire podcast hosted by Emma Grede a few weeks ago.
Is this where this gift set to Khloe Kardashian originated? An apparent connection Emma Grede now has with the Duchess of Sussex Meghan following that interview.
I have not been able to analyse the marketing impact value of that Khloe Kardashian’s As Ever gift set Instagram post becaapply the evidence left of it is the media headlines which have and are still being written about it. What is certain is that the asever.com traffic has not seen a significant jump in traffic around the time of that Instagram post.
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