Are we to be shocked or even stunned that Kim Kardashian’s marriage to Kris Humphries is ending only after 72 days of marriage. The luxury brands who banked on seeding Kim Kardashian as the luxury wedding brand ambassador are sure to feel the backlash.
It was never a smart move to seed Kim Kardashian to promote luxury wedding goods and services. There are often high risk with seeding celebrities and with the rise of social media as a culture this method may not even be effective anymore. A better approach is to engage consumers and offer exclusive goods and services directly. After all who is really going to say I want this for my wedding because Kim Kardashian did it?
Kardashian, 31, cited “irreconcilable differences” in her Los Angeles Superior Court filing on Monday, saying the couple have a prenuptial agreement and asking the court to deny spousal support to Humphries.
“I hope everyone understands this was not an easy decision,” she says in a statement to E!, which airs her reality shows. “I had hoped this marriage was forever, but sometimes things don’t work out as planned. We remain friends and wish each other the best.”
The major issue for the luxury wedding brand is how to regain trust of the luxury wedding consumer. In the world of luxury credibility is the highest regard.Gifting celebrities for exposure must be calculated and implemented with extreme caution. Next time before seeding any celebrity evaluate how sustainable is the celebrity as a brand.
While Kim Kardashian is a reality star with celebrity status. Her potential to remain sustainable relies on pulling celebrity stunts for attention.