Kim Kardashian makes her living on the power of her name, but according to data research firm Spotted, the 37-year-old is a high-risk investment.
"Even though Kim Kardashian supports over 22 charities and causes, she lacks consumer trust and is perceived risky among consumers," the marketing firm told Fashionista.
Spotted calculates a star’s risk factor by weighing past behavior, political views and scandals. In deeming Kardashian high-risk, Spotted points to her numerous controversies. A few recent one: defending Jeffree Star’s racist comments last year, the racy Instagram she shared shot by her five-year-old daughter North and her tacit support of President Donald Trump.
Other walking name-brands considered too-hot-to-touch are Kendall Jenner and Hailey Baldwin.
Still, the ladies get a lot of marketing bucks. Kardashian and Jenner just teamed up with the rest of their sisters as faces of Calvin Klein’s jeans and underwear campaign, plus Kardashian starred (with her momager Kris Jenner and North) in Fendi’s Peekaboo bag campaign.
Kardashian’s most recent campaign for her husband Kanye West's brand Yeezy has been savaged online, with countless viral memes being launched to mock its "creepy" vibe.
Re: her most recent P.R. snafu in which she referred to Tyson Beckford as "sis" in a Twitter clapback many said was "homophobic," Kardashian told Big Boy on Real 92.3: "Really, dude? Like, you’re going to body-shame me? Like, okay. Okay. Okay, sis. You’re going to body-shame me? People were sending me stuff on his page, he keeps on going and going and going, and I’m just like, dude, that’s so female lame to me. That’s just lame to me. And for anyone to say that I am homophobic with the comment of saying sis? All my best friends are gay, I support the community, I love the community, they love me, that has nothing to do with this."
Beckford, ICYMI, made a snarky comment about a pic of her posted to the Shade Room, saying he didn’t "personally" care for her look.