Keeping up with the Kardashians? No problem. Now everyone can compete with the TV clan from Beverly Hills, at least in terms of clothing. For the family, never embarrassed by a marketing idea, has recently been selling its second-hand clothes online.
"With the Kardashian Kloset we want to share a part of the lifestyle of the Kardashian-Jenner family by giving you the opportunity to own unique parts while promoting sustainability," read the website. The short "about us" text ends with the reference to manager-mother Kris Jenner. The "Momager" issues the order: "Shop til you drop!"
But be careful with the order: "ALL SALES ARE FINAL, NO RETURNS, REFUNDS, CANCELLATIONS OR EXCHANGES." No refund, refund or cancellation. You buy it, you keep it.
Screenshot of the goods offered by Kim Kardashian
The Kardashians are in fashion with their shop. According to the Boston Consulting Group, the second-hand market is "one of the fastest growing areas in the luxury segment". Supply and demand are increasing. In the US, every second luxury customer has already bought or sold used second hand. This was the result of a survey by the management consultancy and the online marketplace Vestaire Collective. However, with twelve thousand people in ten countries, the sample was manageable.
The market is also developing fast in Europe, writes the Boston Consulting Group. China lagged behind, however, because the corresponding infrastructure and online offers were missing. The consultants forecast an increase in global trade from $ 25 billion in 2018 to $ 36 billion in 2021. That would be almost a tenth of what is done annually with luxury goods in general.
Used luxury fashion is a billion dollar business
The analysis company Global Data looks even further into the future. For 2028, it puts sales of used luxury fashion at $ 64 billion. According to Global Data figures, the second-hand clothing market has grown 21 times faster than the new-goods business over the past three years.
A big cake, many want a piece of, not just the Kardashians. The second-hand site "The Real Real", for example, has been endowed with $ 350 million by its investors and has been listed since June 2019. The luxury group LVMH also scents good business and secures shares in the sales platform Stadium Goods, the Nobel department store Neiman Marcus relies on the website Fashionpile and watchmaker Richemont now owns Watchfinder, a marketplace for luxury watches second-hand.
The bill of the Kardashians could rise. The family has already made a lot of money online and has millions of fans who can reach and promote them through their TV show, social media and apps. At the same time, this is not about any second-hand fumble, but exclusive Star-Ware, all items. Many pieces are already marked as "sold out". This reinforces the buying pressure.
No crazy bargains
Also replenishment should be a lot ready. The villas of this family are overflowing with clothes and accessories. Anyone who has seen one of the videos from Kylie Jenner's clothing stores knows what they are talking about. The 22-year-old cosmetics billionaire has each own room for shoes, handbags and everything else that is available, sponsor contract was guaranteed or had to be reininfluenct.
What does not like it anymore or has to get out is now being sold. For example, a Balenciaga parka from the 2016 collection for $ 3,000, payable by credit card only. This is no insanely bargain, but at least a third below the then original price.
But if you think that only expensive designer fabrics hang in the Kardashian cabinet, it's only half right. At Khloe Kardashian, for example, it's very human going on with tops for $ 25 or dresses for 40. By the way, bestseller is Kourtney Kardashian. Except for a pair of Alexander Wang sandals, size 35, everything is already "sold out" with her.