The interesting thing about using Kourtney Kardashian as a sustainable Ambassador for Boohoo is that despite the uproar, the store’s fans will still buy from the site.

The celebrity is somebody Boohoo’s target customer subconsciously associates with on some level. Association is good for brand recall.

Over time, Kourtney becomes a familiar “symbol”, contributing to Boohoo not losing or strengthening its place as a memorable brand. In my opinion, owing to how known Kourtney is, the time it takes for her to be acquainted with Boohoo will be relatively short.

I don’t think Kourtney adds to the desirability of the clothes Boohoo sells. However, she does contribute to maintaining the online retail brand’s relevance. And for investors, this matters.

I must say I am in support of conscious marketing. So when we use strategies to increase brand growth, we can remain fair and honest in our methods. Profits do not have to be our only driving force.

In an upcoming lecture, I will be sharing insights on creating and managing brand desire. To learn more, book here – Creating Brand Desire lecture.

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