“From the moment that the baby comes out of the womb, it’ll be swaddled in its own brand,” predicts Jo Piazza, author of Celebrity, Inc.: How Famous People Make Money. “Both Kim and Kanye have worked in the fashion space before. It’s completely inevitable that they create their own line of baby clothing.”
Expect the brand to be more closely associated with Kim’s Sears line than Kanye’s runway collection. “They simply cannot go high-end,” says Piazza. “It needs to be available to the masses.”
Most luxury labels would prefer it this way. “I generally don’t think the ‘absolute’ luxury brands want anything to do with the Kardashians,” says Steven Dennis, founder of luxury consulting firm SageBerry. “Those brands are about sophistication and exclusivity and the Kardashian brand is anything but.”
Pam Danziger of Unity Marketing, a research firm that studies affluent consumers, agrees. “Certainly a segment of the population is going to be influenced by the brands [Kim and Kanye] favor,” she says. “But frankly it is most likely to be the people who are luxury brand aspirers not the ones that really can afford to buy.”
Unsurprisingly, the kid who brands are really thrilled about will have a royal moniker. “Of pregnant celebrity couples, the one that will prove most important for any luxury brand is William and Kate,” says Danziger. “They have class, true royal status and they are the ones people will follow.”
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