David Jones fans say Kim Kardashian diminishes its ‘class’

A 60-second long video of Kim Kardashian promoting her new range of SKIMS on David Jones’ Instagram has set off its fans. Find out why here.

It seems as though David Jones customers are a little too classy for Kim Kardashian.

The iconic department store shared a video of the world’s most famous influencer promoting her SKIMS range to its Instagram page, and sparked a barrage of backlash from loyal DJs followers.

The 60-second long video shows KK standing in her multimillion-dollar wardrobe wearing nothing but her bra, a G-string and a longline black cardigan, promoting the range which is stocked exclusively in David Jones.

However despite the brand being worth $600 million and having a legion of customers from around the world, the post fell flat with DJs fans.

Simmonettaxx wrote: “Not interested at all to shop KK at DJs. Enough already. Disappointing DJs. Go back a few years to when the store had class.”

David Jones customers slam the store for stocking Kim Kardashian collection of skims. Picture: Instagram

Another wrote: “How to make a woman feel inadequate in one fell swoop.”

ChloeChristos was surprised the prestigious department store would promote a reality TV star, writing: “Massive no. So ­disappointing to see you promote and give platform to yet more toxic culture. Read the comments and take on-board the feedback. Just no.”

“Why does one need to be in their undies to do this? Wrong audience! Or maybe right ­audience to lose your traditional customers,” wrote Misspenelopepitstop.

Jana Bowden, Professor of Marketing at the Macquarie Business School, said David Jones, whose core clientele was a 40 plus woman with a high disposable income, was pitching for a younger market.

“Is there a current fit between David Jones consumer portfolio and Kardashian as a brand? It’s probably not an automatic fit,” Ms Bowden said.

While the relationship with SKIMS will no doubt be a lucrative one for David Jones, Bowden said the move will be polarising for its customers. “David Jones … is quite traditional and is seen as being quite conventional,” she said.

One industry insider believes the backlash is less about Kim Kardashian and more about loyal customers being frustrated by David Jones’ change in direction since Woolworths Holdings purchased the company in 2014.

“In their defence, the SKIMS business is too big an opportunity to pass up. It was worth $600 million,” they said. “And it is quite a good product. But it is at the point where Kim Kardashian is the straw that broke the camel’s back.”

One user comment on David Jones’ Instagram claiming the product was good, however Kim Kardashain could be the straw that broke the camel’s back. Picture: Instagram

Despite having announced in August 2021 they were the exclusive stockists for Kardashian’s cult label, this is just the second time DJ’s has chosen to promote the range on their social media channels.

The first was in August 2021 where comments were mixed.

At the time, David Jones GM of womenswear and accessories Bridget Veals said, “As a brand that supports and celebrates size inclusivity and body positivity, we are absolutely thrilled to be the exclusive bricks-and-mortar retailer in Australia to stock Skims.

“We understand that Skims is already a highly sought-after brand in our market so we are delighted that we can make Skims accessible for our customers to try and engage with n store with support from our team of fitting experts and of course shop via our website,” she said.

David Jones did not wish to comment.