Khy launches its second drop

All eyes are on Kylie Jenner’s fashion brand and its latest launch

On November 15, Khy by Kylie Jenner released its second drop in collaboration with Entire Studios. Less than a week after the second drop hit the website, half of the collection has already sold out.

As a member of the Kardashian-Jenner empire, Jenner’s brand has garnered a lot of social media attention from spectators and consumers well before launching. But will the brand be able to maintain its popularity as time goes on?

Hype over Khy started on October 24 when Jenner posted a picture captioned “meet khy”. The Wall Street Journal broke the news that Jenner would release a clothing line and followers were excited to try on the clothes.

Emma Zhuang (@imemma.z), a style and beauty content creator on TikTok and Instagram, reviewed the faux leather trench coat – as seen modelled on Kylie herself – and the strapless mini dress from drop 001.

She says: “I liked a lot of the pieces. I think that Kylie wears a lot of leather and a lot of edgy pieces, so the collection made sense, and I could see it would reflect her personal style.”

In terms of the material and the quality, she was quite happy with it: “The pricing reflected the quality. So, the pricing is fair. I think people really care about that, understandably. You know, you want to get your money’s worth.”

@imemma.z

the trench is 👌 i’m 5’3, and wearing an XXS in everything @KhyBrand @Namilia #kyliejenner #khy #kyliejennerstyle #namilia #fauxleathertrench

♬ original sound – EX7STENCE™
Video courtsey of Emma Zhuang

Irina Pham, Bayes Business School’s MSc Entrepreneurship and BSc Fashion Management graduate, explains that the direct-to-consumer (DTC) model that Khy operates on helps with making the pieces more accessible.

“[DTC] involves selling products directly to consumers while eliminating intermediaries like retailers. By removing external retailers, Khy can swiftly adapt to market trends and customer feedback, while simultaneously enjoying higher profit margins, due to the absence of retailer markups—an essential factor in fulfilling Kylie’s statement of introducing an affordable clothing line,” explains Pham.

However, there is still confusion about the brand’s designers and aesthetic. Khy opts for working with external designers to create different drops. The first drop was in collaboration with Namilia, a designer known for dark Berlin club-wear aesthetic, hence the faux leather collection.

However, drop 002 features outerwear and base layers in blue, cream, and black. “It’s suddenly a very different colour. And for me personally, I feel like people are still uncertain as to how the collaborations are really working with her brand,” explains Zhuang.

Sizing is another issue flagged by customers on social media. For drop 001, Zhuang found her XXS size dress runs large: “Not just me, but a couple other people who reviewed it said that for pants and for the dress, the hip area runs pretty large.”

Pham believes, “DTC would allow more flexibility for Khy to adapt to customer feedback and improve the problems quicker without relying on external middlemen.”

She also offers an alternate look to Khy’s collaboration model. With Kylie Swim falling off due to quality issues, this could be a good idea. “Perhaps Kylie Jenner might be addressing these concerns by strategically collaborating with various creatives to co-design limited collections to not only add a fresh creative perspective but also to enhance the perceived value of Khy’s products, possibly indicating an intentional effort to distance the brand from any previous shortcomings associated with Kylie Swim,” suggests Pham.

Despite some setbacks, Zhuang remains optimistic about Khy. “It’s a little early to tell where the brand is going and to really get a good idea of people’s thoughts on it,” she says. However, she agrees Khy would be a brand she would look out for in the future: “It definitely has potential to be really great.”

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