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She’ll no doubt undertake her usual promotional duties to get the range out. The obligatory controversial TV appearances, mentions of the range on her reality show, and endless magazine interviews are sure to follow, but how can Katie/Jordan/KP/Whatever promote KP Equestrian online?
Message Boards
Whatever Katie does it’s going to be talked about. The range isn’t out yet but there’s a plethora of comments on the message boards of horsey websites.
It seems if Katie wants to sell clobber to the horsey set she’s going to have to prove her knowledge of all things equestrian. A series of Q&A specials on these forums, where Katie can answer questions from the community will show she can engage and connect with them.
Photos & Video
Anyone who buys the range will want to buy into the idea that Katie actually wears it too (not suggesting she doesn’t!).
Wearing pieces from the range for a series of promo shots doesn’t really cut the mustard. Victoria Beckham and Kate Moss both understand the importance of wearing their own ranges, and regularly. When is Posh out of her own sunglasses?
Why are there no photos and videos of Katie – and her horse(s) – wearing the range?
Competition
A riding lesson with Jordan anyone? Five years ago this would have had a totally different – and family unfriendly – meaning, but many young girls would love to go riding with Katie Price.
A promotion like this would spread further than the online equestrian community to her ordinary female fan base.
Why online marketing’s important
The internet is going to be the key way to get access to seeing and buying KP Equestrian clothing, so it’s important that the brand builds itself online.
Much of the range will be bought by Katie’s non horsey female fans who wouldn’t normally care to know where you can purchase equestrian clothing, so the internet will be their avenue for purchase.
Do you think Katie’s equestrian clothing range will be a success? And how should she market it online?
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From The Online Fashion Position
Leon Bailey-Green, Director of The Online Fashion Agency, is a consultant to businesses operating in the online fashion industry.
Readers' comments (4)
Anonymous | 26 August 2008 12:00 pm
God lord - what next! I can't see this being a success at all but good luck to her for trying. No harm in trying. Marketing this idea should be easy enough for her to do considering who she is - as opposed to us regular people who have to rely on doing things the hard way.
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Sean Mauger | 27 August 2008 11:27 am
KP Equestrian is currently only available online from Derby House,
I think if Katie really wants to have an impact in the equestrian market, then she needs to offer her products using affiliate channels, as this is probably the best way to gain maximum exposure online and ensure her products are promoted across a wide variety of equestrian websites.
I think her current exclusive deal with Derby House is quite a restrictive promotional model, any equestrian manufacturer will tell you, the key to being successful in the de-centralised equestrian market is to make sure your products are available to lots of different distributors across the country; this should also be the case online.
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Anonymous | 27 August 2008 8:57 pm
I disagree, this is already well marketed......we are all talking about it arent we???? Katie appearing all summer at dressage events was the grass roots marketing campaign starting, and believe me she will be competing with Joules before long. very clever girl with a great team behind her.
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Anonymous | 26 October 2010 11:18 pm
The first and second Katie Price Equestrian Ranges were a sell out. This year we have our own website www.kpequestrian.com and also distribute to the major equestrian shops as well as many non equestrain stores.
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