As two icons of 21st-century womanhood model their new self-branded skivvies, Rihanna and Kardashian West aim to draw the attention of millions of young women who are forming their own corporeal identities. Like Savage x Fenty, Kardashian West’s line will sell directly to consumers. Given their massive followings—Kardashian West has 142 million Instagram followers to Rihanna’s 72 million—their differing mythological takes on femininity will be hard for anyone to miss: The mother who is raising four children and studying law trussed in a waist-trainer takes on the lusty, disruptive musical artist.
Soon to feel the heat of competition are market-dominating brands including Spanx and, in particular, Victoria’s Secret, which has seen its market share sink to 24 percent in 2018 from 31.7 percent in 2013, according to Coresight Research.
However we can’t help but wonder what’s really going on behind the closed doors of perceived to be successful SKIMS. When a Slaylebrity CEO feels the need to ride of a heart pulling women’s pregnancy issue while clearly marketing her product it just may mean things are not quite what they seem. How sustainable are such tactics?
Watch the video that led to this rant here and comment below
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