Fashion brands might want to think twice before hiring Kim Kardashian as their spokesperson.
According to a report on celebrity endorsements from data-driven research firm Spotted, the 37-year-old reality star is the riskiest choice of ambassador for retail companies.
"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 celebrity’s “risk score” by factoring in their past offensive behavior, political views and public scandals, along with how long it took for the star to bounce back from poor PR and the probability that similar polarizing incidents will occur again.
In Kardashian's case, the firm pointed out the beauty entrepreneur's multiple social media controversies, including her defense of makeup vlogger Jeffree Star's racist comments in 2017 and the sexy Instagram photo Kardashian recently shared that was snapped by her 5-year-old daughter, North West.
Both, according to Spotted, constitute “inappropriate public behavior.”