KHY by Kylie Jenner Marketing Breakdown: What’s Fueling the Hype & What’s Falling Apart

Despite its glossy exterior, KHY is dealing with some serious growing pains. Let’s break them down:

1. Branding is inconsistent

KHY’s early collections were sharp, intentional, and elevated by high-profile designer collaborations. The messaging positioned the brand as high fashion made accessible, with a strong emphasis on exclusivity and creative vision.

But somewhere along the way, that narrative got lost.

Recent drops feel disjointed—no clear theme, no connecting thread between collections. One month it’s sculptural silhouettes, the next it’s basics with little context. This lack of cohesion weakens the brand identity, leaving customers unsure what KHY really stands for.

On top of that, the website experience—riddled with typos, vague product descriptions, and minimal storytelling—doesn’t match the premium vibe they’re aiming for. It’s a reminder that user experience is part of your brand too. A broken UX can quietly sabotage even the most beautifully shot campaign.

Lesson: Strong brands are built on consistency. If your visual identity, messaging, and product assortment don’t tell the same story, customers start to lose trust—and interest.

2. Product quality is questionable

No brand wants to go viral for the wrong reasons—but that’s exactly what’s happened to KHY.

Across social media and reviews, customers have reported issues with product quality—from flimsy fabric to messy stitching. 

Even worse? Some users have raised plagiarism concerns, comparing KHY designs to those of smaller, independent creators.

In an era where authenticity and ethics drive consumer loyalty, these types of claims can seriously damage brand equity. People don’t just want good design—they want to know the brand stands for something.

Lesson: Quality control and originality aren’t optional. If your product doesn’t live up to the brand promise—or worse, is seen as copying others—you’re giving your audience a reason to walk away (and take their complaints to TikTok).

3. Perception problem

Let’s address the elephant in the room: Does KHY actually mean something to Kylie?

To some fans, it feels like a natural evolution of her style and empire. But to others, it reads as a carefully packaged cash grab—just another venture with her name slapped on the label.

That perception matters.

If consumers don’t believe Kylie is genuinely invested in the brand—if they sense it’s more marketing stunt than mission—they’re less likely to stick around. And when that trust erodes, so does loyalty.

Right now, KHY’s voice lacks the personal touch Kylie brings to her other ventures. There’s no strong founder story, no behind-the-scenes content of her actually building the brand. Without that, it’s easy for audiences to assume this is more business than passion.

Lesson: Founder-led brands thrive when the audience can see—and feel—the person behind the product. If people don’t believe you care, they won’t care either.