Kim Kardashian's Branding Backfire: From Kimono to Skims
In 2019, Kim Kardashian faced a branding debacle when her attempt to trademark the name "Kimono" for her shapewear line sparked widespread backlash. The controversy, fueled by accusations of cultural appropriation, became a public relations nightmare, leading to a complete rebranding of the product line to "Skims."
The Story Behind the Brand
Kim Kardashian had reportedly spent 15 years developing her shapewear brand, which she initially named "Kimono." According to Kardashian, the name was a clever play on her first name and was meant to convey the inclusivity and style of her new product line. The branding was further defined by a unique bubble font designed by Kanye West, which was included in the trademark application.
However, the choice of "Kimono" as a brand name quickly ignited public outrage, particularly in Japan. Critics accused Kardashian of cultural appropriation, arguing that the name co-opted a traditional Japanese garment with deep historical and cultural significance dating back to the 8th century. The hashtag #KimOhNo began trending on social media, amplifying the backlash and calling for her to abandon the name.
The controversy escalated when Japanese officials intervened, sending trademark representatives to the United States to express their concerns. They argued that "Kimono" should not be used in a commercial context that disconnected it from its cultural roots.
The Aftermath
Faced with mounting criticism and negative publicity, Kim Kardashian decided to withdraw her trademark application for "Kimono" and announced a rebranding of the shapewear line to "Skims." While the decision helped mitigate some of the backlash, it came at a significant cost, including expenses for rebranding and the potential damage to her reputation.
Lessons for Business Owners
This case offers several key takeaways for small business owners and entrepreneurs when it comes to branding and trademark registration:
1. Cultural Sensitivity Matters
When selecting a brand name, it's important to consider cultural and social implications. Avoid names or symbols that could unintentionally offend or alienate certain groups.
2. Trademark Due Diligence
Conduct thorough research to ensure your brand name aligns with trademark laws and won't face significant opposition. A name that is culturally or legally controversial can lead to costly disputes and rebranding efforts.
3. Start Early
Begin protecting your brand identity from the outset. Registering a trademark ensures that your business has exclusive rights to your brand name and logo, providing legal protection and market credibility.
4. Be Prepared to Pivot
Even with the best intentions, missteps can happen. Be ready to address concerns and make changes swiftly to protect your brand's reputation.
Conclusion
Kim Kardashian's experience demonstrates the importance of thoughtful branding and trademark strategies. While the rebranded "Skims" has gone on to become a successful and widely recognized brand, the initial controversy serves as a cautionary tale for businesses aiming to navigate the complexities of branding in today's interconnected world.
Written by
Alicia Coller
IP Marketing Expert
Alicia plays a key role in driving Marko's marketing and communications strategy, with a strong focus on social media and website coordination. She manages digital content to ensure our online presence reflects Marko's expertise and values, while also supporting event planning and execution across industry and client-focused initiatives. Alicia also assists with business development activities, helping the team stay engaged with emerging trends in the intellectual property space.