Social Listening Blog- Kylie Swim

Hello everyone, today I am going to dive into the brand Kylie Swim. If you are not familiar with it, it is Kylie Jenner’s swimsuit brand. Now Kylie is known for a lot of things such as Kylie Cosmetics, modeling, Keeping up with the Kardashians show, and unfortunately poorly made swimsuits. The date of the collection was dropped on September 17th; it’s been a month, reviews are in, the people are not satisfied. 

Kylie Swim’s value proposition is making chic customizable swimsuits. Kylie and her team are getting an ear full from angry customers asking why their swimsuits are so sheer or why the fabric is so tiny that it won’t cover up anything. Any reasonable business owner who takes pride in their products would try and fix the problems as soon as possible, therefore her consumers are displeased. Apparently Kylie and her team did not get the memo and have gone MIA. Their target audience are young millennials and old Gen Z who range from the years of 18-35. This is a huge chunk of social media users that create Youtube, Tiktok, and Instagram videos that can be seen by anyone. Meaning their videos and their comments are influencing a mass population of people. The reviews and comments of this brand are spreading and could ruin her fanbase if her team does not act quickly. 

Sheer, tiny fabric, and customer service are the three main issues with this product. There have been many reviews stating they liked the look of the swimsuit, but won’t be going in the water because the fabric is so thin. A woman with a TikTok handle (makeupshayla) bought a swimsuit and said “I probably won’t get in the pool because like I said it is see through” TikTok, 28 September 2021. A swimsuit is meant to get wet and if people are buying this 80 dollar swimsuit and not being able to get in the pool then there’s a problem. If the company meant to have it that sheer, that’s fine, but they should have announced that in previous posts and ads. 

The other main issue is not having enough fabric to fully cover certain areas of the body. There have been many reviews and comments of people expressing their feelings and how you can’t move without being exposed. “If I move an inch you’re going to see everything,'' TikTok (tinytello) said, along with many other concerns. The amount of

obstructive comments that flooded all of Kylie Swim social media platforms is absolutely ridiculous. I did see a lot of reviews warning everyone that the back is a thong and should be worn in appropriate settings. A bunch of customers explained they didn’t know it was a thong, and if they knew they would not have purchased it. Overall I believe Kylie Jenner and her team could have done better with this product, however, if you look on the Kylie Swim website it clearly shows how the back would look. That being said, the other comments and reviews should not be overlooked.  

Lastly, the third main issue with this company is ignoring the problem. People have commented on the Kylie Swim Instagram page asking for help with refunding their order because it was not made to their satisfaction. The company has yet to reply to a single comment on their Instagram page. Customers do not know if they are able to get a refund since Kylie’s team hasn’t acknowledged them. A comment underneath Kylie Swim’s Instagram page said “Not ya’ll continually ignoring your customers,” Instagram (callmechloeb) which shows that this happens with her other brands too. Kylie also has a brand called Kylie Cosmetics where she makes her own makeup and skincare products. With how Kylie Swim has been handling the situation we can assume how her other brands handle these situations as well. 

This company's main form of marketing was social media, which is a great platform to advertise products but it also comes with a lot of criticism because of the physical responses seen by everyone. If I was the brand marketer I would be having a group take care of each social media page they had ads put out on. My team would be very communicative to the consumers, showing them we care and are thankful for their business. I would also have a separate group take care of any refunds that needed to be taken care of. Creating a good and safe environment on their social media reflects back to their brand in a positive way.