the most influential s i ste rs in hollywood- Kendall and Kylie Jenner have quickly established themselves as unique personalities and multi-talented superstars within the social, fashion, and beauty communities. With a combined social following of more than 180 million fans globally, Kendall and Kylie are two of the most popular icons of this generation. THE BRAND PROFILE
Pop culture phenomenons and style icons Kendall and Kylie have captured the largest audiences in digital media today; an audience they speak to directly and one that admires them for their originality, candor and fashion sense.
KENDALL + KYLIE is a modern emerging contemporary collection of refined style and exemplary quality; intelligently positioned for accessibility to the wide market it attracts.
KENDALL + KYLIE showcases the duality of two distinct personal styles in one collection comprised of premium fabrics and classic silhouettes. The brand is feminine with a modern edge that emulates the sensibilities of their multifaceted, fast paced, jet-set lifestyle. Kendall is inspired by sophisticated, classic, feminine silhouettes made sleek and contemporary; whereas Kylie brings eclectic originality and a signature playful edge. ST R AT EGY
From a marketing perspective, no one stands at the intersection of opportunity and reach like Kendall and Kylie Jenner. Social media is their first language, and that of a growing audience, who identifies with their otherwise unapproachable lifestyle, made possible by the raw transparency offered with social media.
As a brand, we offer a seasonal global marketing campaign shot on Kendall and Kylie that showcases iconic fashion items selected by Kendall and Kylie, across all product categories.
As images are released for launch, a strong social media plan kicks off to announce the season’s arrival and drive our customer to a platform where the product can be found and purchased instantaneously. DROP TWO SOCIAL ROLLOUT
Kendall Post Schedule (@kendalljenner) •Launch Day, Monday May 22nd -Instagram/Facebook/Twitter/Snapchat -“DropTwo is here @kendallandkylie” •Wednesday May 24th -Instagram/Facebook/Twitter -“Shop DropTwo @kendallandkylie” •Thursday May 25th -Facebook/Twitter -“DropTwo is here www.kendall-kylie.com @kendallandkylie” •Saturday May 27th -Sold Out Post: Twitter/Facebook/Instagram -“We’re sold out @kendallandkylie DropTwo favorites will be back soon •May 30/31 Restock Post
Kylie Post Schedule (@kyliejenner) •Saturday May 20th -Instagram/Facebook/Twitter -“DropTwo is coming! Monday May 22nd at 12pm pst @kendallandkylie •Launch Day, Monday May 22nd -Instagram/Facebook/Twitter/Snapchat -“DropTwo has arrived at www.kendall-kylie.com @kendallandkylie” •Tuesday May 23rd -Instagram/Facebook/Twitter -“Hope you guys are loving our new collection @kendallandkylie” -www.kendall-kylie.com #droptwo •Thursday May 25th -Instagram/Snapchat -“DropTwo @kendallandkylie” •Friday May 26 - Saturday May 27th -Sold Out Post: Twitter/Facebook/Instagram -“DropTwo @kendallandkylie is sold out. Hope you guys love our new pieces. Stay tuned for restock updates.” •May 30/31 Restock Post -“Two of my favorites from our new @kendallandkylie drop are back in stock! Shop the latex bra & underwire dress set at kendall-kylie.com” SUPPORTING SOCIAL STATS
Drop Related Traffic & Sales Patterns
•Monthly visitors to site increase 175% during months where there was a limited edition “Drop”, Social Media Plan, and Press to surround and support
•Traffic to site increased 564% for the week of a “Drop”
•Visitors to the site increased 2224% on the day “Drop” delivery merchandise became available
Sales Trends related to the “Drops” / Limited edition merchandise:
•Monthly sales increase 317% during months where “Drop” / limited edition product is offered on the site
•Weekly sales increase 1094% over average weekly selling when “Drop” merchandise is launched
•The average daily sales volume escalates 3744% over daily average on the day “Drops” go live
•Typically, when the girls post to launch a drop, or wear and post drop merchandise, we see sales spikes for the hour that often exceed average monthly sales. REVOLVE X KK SWIM SOCIAL ROLLOUT
REVOLVE Homepage + Newsletter •Kendall + Kylie homepage takeover, linking to Kendall + Kylie brand page •Dedicated Newsletter sent to all REVOLVE subscribers
@REVOLVE Social •3X posts on @REVOLVE instagram on 7/17: Dedicated day to #KKSWIMXREVOLVE launch on instagram 2-day Pop-Up shop @REVOLVE social club •6 total influencer reposts on @REVOLVE instagram •1X Facebook post
Social Ads •1.290,058 Impressions •-22,015 Link Clicks •187 Purchases •1.71% Click Through Rate •$11,892.57 Total Spend
KENDALL + KYLIE x REVOLVE Celebrity Gifting -The Kendall and Kylie team took the lead in celebrity seeding. Below is the target list. •Jordyn Woods •Cami Morrone •Cara Delevingne •Justin Skye •Jourdan Dunn •Lily Aldridge •Simi & Haze Khadra •Kim Kardashian •Sofia Richie •Jasmine Sanders •Khloe Kardashian •Josephine Skriver •Kourtney Kardashian •Zendaya Coleman •Gigi Hadid •Hailey Baldwin •Kaia Gerber REVOLVE X KK SWIM SOCIAL ROLLOUT
KENDALL + KYLIE x REVOLVE PRESS OUTLET IMPRESSIONS VOGUE.com ...9,370,000 VOGUE.com ...9,370,000 InStyle ...5,780,000 Fashionista ...2,112,525 Cosmopolitan ...21,540,000 Teen VOGUE ...7,530,000 People.com ...36,460,000 People.com ...36,460,000 Pop Sugar ...9,951,743 Pop Sugar ...9,951,743 Refinery29 ...18,510,000 E! Online ...26,660,000 Bustle ...36,930,000 US Weekly ...19,540,000 V Magazine ...148,730 Yahoo! News ...2,326,732 Yahoo! Finance ...121,910,000 Daily Mail UK ...16,438,906 Daily Mail UK ...16,438,906 Hollywood Reporter ...11,823,968 Who What Wear ...2,720,000 Allure ...2,260,447 Paper Mag ...1,310,000 Hollywood Life ...9,980,000 Hypebae ...284,890 Bravo TV ...8,958,397 Fashion Gone Rogue ...712,210 International Business Times ...19,550,000 Star Style ...141,670 One News Page ...446,020 True Viral News ...134,050 The Sun (UK) ...1,468,675 Glamour (UK) ...601,767 Harper’s Bazaar (Spain) ...146,010 Glamour (Poland) ...132,680 Elle (Poland) ...235,290 Glamour (Spain) ...303,490 People en Español (Mexico) ...592,100 Instyle (Mexico) ...89,590 UOL (Brazil) ...762,600 TOTAL: 43 Outlets 584,768,402 Impressions REVOLVE X KK SWIM SOCIAL ROLLOUT
KENDALL + KYLIE x REVOLVE INFLUENCER GIFTING AUDIENCE
By designing for their own lifestyle and tastes, and identifying with the women they inspire, the KENDALL + KYLIE brand serves an ambitious audience of taste makers who appreciate authentic style and who have influence among their immediate peers and social groups. They are social media followers and savvy web users who follow fashion trends.
•Junior Range Ages 12-18: Aspirational young girls that avidly follow and look up to Kendall and Kylie
•Black Label Ages 18-25: The KENDALL + KYLIE brand name attracts our audience that have followed the girls from spirited teenagers to becoming powerful influential young business women
•Largest Growth Opportunity Ages 25-35: The product attracts an emerging contemporary audience that appreciates quality at a price point and is looking for something a step up from mass-market fast fashion OFF-DUTY TO M B OY NIGHT OUT TRENDSETTER TRENDSETTER PRODUCT
Black Label - Ready-to-Wear Price Range: $50-395 70% Core Basics (Jerseys, Knits, Shirting) 30% Seasonal Fashion Trends and Coveted Limited Edition Pieces
Categories Tops 30% Dresses 20% Knits 20% Bottoms 15% Jackets 10% Other 5%
Footwear Jr. Range Price Range: $95-295 Price Range: $20-50
Vision Swim Price Range: $95-225 Price Range: $65-195
Handbags/Sm. Leather Goods Denim Price Range: $50-295 Price Range: $65-125
Outerwear Lingerie Price Range: $250-450 Price Range: $20-150 RTW DELIVERIES
DELIVERY SHIPMENT MONTH
SPRING 1 JANUARY SPRING 2 FEBRUARY SPRING 3 MARCH
SUMMER APRIL PRE-FALL MAY
FALL 1 JULY FALL 2 AUGUST FALL 3 SEPTEMBER
HOLIDAY OCTOBER PRE-SPRING NOVEMBER
25 STYLES PER DELIVERY SEASONAL DESIGN SUPPORT
Design Summit Meeting: Seasonal Kickoff for all satellite design teams where the KK Creative Team presents trends, color palette, materials, Kendall and Kylie favorites, and individual Team Kickoff Meetings.
Seasonal Focus Deck: For all Sales Teams and Distributors. Includes the following... •Drop Campaign Items •Key Trending Silhouettes •Kendall and Kylie Favorites •How to Hang Merchandising Guidelines •Design Inspiration Quotes •Seasonal Talking Points
Seasonal Media Kit: For all PR Marketing Teams to share with retailers. Includes the following... •Seasonal Lookbook Images •Press Highlights •Social Highlights •Logos •Design Inspiration Quotes •KK Quotes •Kendall + Kylie Drop Photos & Videos •Flat Product Photos SEASONAL DESIGN SUPPORT SEASONAL DESIGN SUPPORT: COLOR PALETTE/MATERIALS KENDALL JENNER
Kendall Jenner has successfully bridged the gap between mainstream entertainment and the elite fashion world, exceeding expectations and garnering approval from the most prominent personalities and houses in the fashion community. The brunette beauty is a favorite of high- end designers like Karl Lagerfeld and Marc Jacobs, not to mention top editors such as Vogue’s Anna Wintour and Love Magazine’s Katie Grand. Kendall has collaborated with many renowned photographers amongst which are David Sims, Mert & Marcus, Mikael Jansson and Patrick Demarchelier.
Throughout her career, she is already considered a trusted expert, chosen by selected luxury brands for major campaigns and partnerships. Her announcement to sign on as the face of Estée Lauder immediately boosted the makeup brand’s Instagram by half a million followers. Her powerful influence and undeniably valuable social authority will only continue to grow with her career. ON THE RUNWAY
Fendi, 2017 Givenchy Spring/Summer17 Givenchy Menswear Fall/Winter 17 Anna Sui Fall/Winter 17 Chanel, 2017 Alexandre Vauthier Haute Spring/Summer 17 KYLIE JENNER
The youngest of the Kardashian-Jenner empire, Kylie Jenner has already demonstrated her ability to set trends through her unique personal style. When the popular trend setter showed up at sister Kim Kardashian’s wedding with blue hair, it had an immediate impact and became a look copied by her devoted fans and followers. She is a red carpet starlet and a marketing phenomenon.
Kylie has been referred to as the most influential of all of her sisters, her impact has sky rocketed among millennial consumers as well as the global social media community. In 2015, Kylie was the February cover of Cosmopolitan and in 2016 she graced the covers of Elle, Glamour, Interview, Complex, PAPER Magazine, and Marie Claire.
Named as one of TIME Magazine’s Most Influential Young Figures for two years consecutively - alongside her sister Kendall - Kylie, proves her reach and popularity with impressive social accolades ranging from a commanding 96 million Instagram followers (and growing) to reigning as Snapchat’s most followed account. ON THE FOREFRONT OF SOCIAL MEDIA & ECOMMERCE SOCIAL REACH: 180 MILLION + GROWING @kendalljenner SOCIAL MEDIA: @kyliejenner KENDALL AND KYLIE PERSONAL
Kendall and Kylie each exceed 85 million followers of the service’s 500 million users. @KendallJenner is ranked #11 and @KylieJenner #8 globally for all accounts (@instagram is #1). Frequently engaging several million users daily, out-performing all top brands, with growth that outpaces them as well. Growth here is simply unmatched.
Kendall and Kylie each have over 15 million Facebook fans with an even greater average for engagement and links clicked than Instagram profile links.
Kendall and Kylie reach over 22 million people each with a daily engagement rate that averages above 5000% major brands. Growth here is accelerating past 150% year over year, over year. SOCIAL MEDIA: @kendallandkylie BRAND CHANNELS
With 4.6 million Instagram followers and 300K new followers monthly, KENDALL + KYLIE is in the Top 10 most followed women’s contemporary brands, and is the #1 most engaged clothing brand on instagram.
In 2016, KENDALL + KYLIE grew to over 1 million Facebook fans, and has averaged over 100K new fans per month, with posts receiving a total of over 3 million organic likes.
KENDALL + KYLIE averages 1 million tweet impressions monthly. The account has received approximately 848% growth in followers over the past year. Look no further than the globe-trotting street style of the Jenner sisters themselves. -Vogue
The collection has a good mix of statement pieces and “ everyday styles, and you can see their personality. -Harper’s Bazaar
The line is trendy and cool, which is exactly what young girls want to wear. -Marie Claire ” GLOBAL RETAILERS
USA Canada Mexico Australia New Zealand Italy Greece United Kingdom Spain Ireland Turkey United Arab Emirates Germany Russia Switzerland Hong Kong China CORPORATE SHOWROOM N.Y.C. LOGOS
KENDALL + KYLIE MAIN LINE & DROP RANGE:
KENDALL + KYLIE JUNIORS/DIFFUSION RANGES: RE TAI L CO N C E PTS SALES READY TO WEAR BAGS SHOES 27 WEST 24TH STREET, SUITE 704 320 FIFTH AVENUE, SUITE 1102 725 FIFTH AVENUE, 21ST FLOOR NEW YORK, NY 10010 NEW YORK, NY 10001 NEW YORK, NY 10022 [email protected] CARINA SWEIBEL: JULIA COSCIA: T: 646.710.4507 [email protected] [email protected] T: 212.563.0008 T: 203.413.5342
LINGERIE EYEWEAR OUTERWEAR 138 BAXTER STREET #5W 48 WEST 37TH STREET, 8TH FLOOR 512 SEVENTH AVE, 19TH FLOOR NEW YORK, NY 10013 NEW YORK, NY 10018 NEW YORK, NY 10018 JENNIFER ZUCCARINI JENNIFER YASSEN: SHARIKA MILLER: [email protected] [email protected] [email protected] T: 646.613.9660 T: 212.378.7859 T: 212.354.8990 X.224
TECH 6001 OAK CANYON IRVINE, CA 92618 SARAH HEBELER: [email protected] T: 949.236.7372
CORPORATE DISTRIBUTION US CANADA 27 WEST 24TH STREET, SUITE 704 4098 ST. CATHERINE’S STREET WEST SUITE 400 NEW YORK, NY 10010 MONTREAL, QUEBEC H3Z 1P2 [email protected] LAUREN APPELBAUM: T: 646.710.4507 [email protected] T: 514,448.4343 X. 258 GREECE INTERNATIONAL CELEBRITY BRANDS 22 EVROTA & 59 KIFISSOU 14564 KIFISSIA, ATHENS, GREECE ANNA STYLIANOPOULOU @kendallandkylie [email protected] T: +30 210 6217476
PUBLIC RELATIONS LINDA GAUNT COMMUNICATIONS 72 MADISON AVENUE 9TH FLOOR NEW YORK, NY 10016 KELLY GARDINER: [email protected] T: 212.810.2894 X.118