Blog: Keeping up with the Kardashian Kollection

The gold shiny invitation to the Kardashian Kollection launch gave revellers a clue of what to expect from the new clothing collection which launched yesterday at Dorothy Perkins by reality tv stars and sisters Kim, Khloe and Kourtney Kardashian.

Not a fan of the show myself, I am however, forced out of the living room when my flat mates need another fix of the glamorous three. It seems it’s impossible to get away from their impressive curves.

And with women everywhere wanting to emulate their lives, a clothing range is understandably a great way to extend the brand.

And Sir Philip Green, owner of the Arcadia Group which owns Dorothy Perkins,  is the envy of many retailers who love to have got their slice of the Kardashian brand.

After a night where crowds flocked to Oxford Street to catch a glimpse of the girls and party-goers couldn’t stop themselves from holding their phones aloft to grab a shot of the famous sisters, the power of the Kardashian name is clear.

But it is Green’s continuing power in the retail sector that is most impressive. Cutting  a very familiar figure in a room full of X Factor contestants and celebrities, Green’s ability to attract great names is unrivalled. We all remember the queues outside Topshop’s flagship in Oxford Street when supermodel Kate Moss’s collection was revealed.

So it is not unsurprising the Kardashian Kollection was won by Green but when the tie-up was revealed some were surprised that the range would be sold in Dorothy Perkins, rather than one of Arcadia’s younger brands.

Indeed, the many Kardashian lookalikes out in force last night were not what I would usually identify as the 30-plus Dorothy Perkins customer and more like the uber catwalk style we might see at Topshop.

But it seems this might be Sir Philip’s magic trick. He is bringing glamour to Dorothy Perkins and the tie-up will increase awareness of the brand, bringing a younger more sophisticated customer in but not alienating the existing Dorothy Perkins shopper with the flattering shapes and classic feminine cuts.

I know I shop across both Topshop and Dorothy Perkins brands myself and this could provide a good middle-ground.

Dorothy Perkins doesn’t yet have numbers on how quickly the collection is selling out but rival retailers are sure to be observing closely so they too can keep up with the Kardashians.