The Kardashian Brand

The Kardashians have become the Medicis of the 21st century fashion industry. Their aspirational exorbitant lifestyles and a cumulative social media following of 536 million have made them into a brand that sells. A single post on one of their Instagram accounts can cost $1 mn easily, but it has put brands like Boohoo, Missguided, & PrettyLittleThings on the map. 64% of Gen-z purchase patterns are driven by social media today. Such consumer behaviour has given rise to Faster Fashion in a time when the world is shifting towards sustainability. Supply chains have evolved to cater to shorter lead times, answer - local sourcing.


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