Kim Kardashian West tweeted final 12 months that she had made $80m (£62m) from her online game app.
Her newest challenge, ScreenShop, might see her add some severe money to her tech empire because it’s launched worldwide.
The app, which lets social media customers purchase what they see in posts, is one thing Kardashian West says she has “by no means seen earlier than”.
It really works on platforms like Instagram, Fb and Snapchat by matching garments you see on them to the precise objects.
The response hasn’t been solely optimistic, although, with some bloggers afraid that the app will cease them from incomes fee from gross sales through their very own social media platforms.
ScreenShop additionally provides you cheaper alternate options as a result of objects on celebrities are prone to be designer or have excessive costs.
The app companions with firm Farfetch to offer the know-how to point out copies and related objects.
This characteristic is one thing Kardashian West approves of. “I clearly need to make investments my time in initiatives that I actually assume individuals would need and issues I have not seen earlier than,” she tells Vogue.
“Consumers are a lot extra visible and a lot extra artistic than possibly prior to now.
“I really assume in the event that they see one thing worn a sure approach, for those who promote it that approach and merchandise it that approach within the retailer, individuals will purchase it.”
Katie Baron, a vogue author and world head of retail at Stylus Media Group, tells the BBC that Kardashian West’s app “means severe enterprise in an period the place prompt digital gratification is just about anticipated”.
“It is not fairly as seamless because the preliminary headline might counsel,” she says. “You continue to must take a screenshot, add it, scour via the assorted choices after which be redirected to a retail web site to purchase.
“However it’s probably the most effective instruments so far for translating the ability of social media, pushed by a youth sector who discuss a largely visible language, into chilly onerous money.
“Manufacturers, after all, simply must hope that these social media vogue followers do not at all times go for the price range possibility, or that there is a approach inside the app to floor their merchandise. With out that, many manufacturers will probably be left within the chilly.”
ScreenShop has struck fee offers with huge title manufacturers ASOS, Topshop, Boohoo and Without end 21.
These corporations will present a databases of things and higher matches of garments, however different retailers’ objects will nonetheless be featured as a part of search outcomes.
Kardashian West and the tech creators she has constructed the app with will earn a living by taking a small slice of the gross sales made on the app.
That is the place it will get sophisticated, because the app might trigger all kinds of issues for bloggers and influencers.
That is as a result of lots of them have already got their very own system in place, which provides them a fee when their followers purchase garments they submit on-line.
Em Sheldon is a blogger and Instagram influencer with a web-based following of greater than 100,000 customers.
One of many methods she makes cash is thru affiliate hyperlinks, that are clickable hyperlinks that take you to purchase the garments she is carrying.
She earns a small fee from the sale, however it does not value the patron any greater than if they might have discovered the merchandise on their very own.
She tells the BBC: “A blogger is a private shopper for you, you pay completely no more cash, typically the blogger can have a reduction code for you or scout out the perfect offers.
“We make a tiny p.c [of the sale price] for lots of labor – discovering fixed gross sales, which profit the consumers.
“Bloggers spend 1000’s on garments and make completely no cash so making 10p per sale is nothing to the shopper however helps the blogger.”
She says ScreenShop stops a key income stream for bloggers as a result of as a substitute of them clicking on their hyperlinks, followers will merely use the app to seek out out the place bloggers’ garments are from.
“[Kardashian West] is monetising our content material and being profitable out of our vogue sense and magnificence,” Sheldon says.
Different bloggers have agreed, together with influencer Lydia Millen, who posted on Twitter that the app “cannot be truthful”.
The system bloggers use to earn a living from their outfits is an app and web site known as LIKEtoKNOW.it, made by the corporate rewardStyle.
The app exhibits the precise garments worn by bloggers on their very own web sites and social media, and in addition has its personal part to buy screenshots too.
RewardStyle’s co-founder Amber Venz Field tells the BBC she finds Kim’s app and use of know-how “flattering”.
“Imitators like this solely additional verify what we all know properly – customers are impressed by influencers they usually need to store their appears,” she says.
Venz Field says what separates ScreenShop from LIKEtoKNOW.it’s that her firm pays bloggers fee, which Kardashian West shouldn’t be set to do.
Venz Field’s app compensates bloggers primarily based on what number of objects they assist promote and the way a lot they value.
“I created rewardStyle in 2011 as an answer to monetise my vogue weblog and at this time, rewardStyle supplies monetisation to 20,000 hand-picked influencers via a worldwide know-how platform,” she says.
Katie Baron acknowledges the enchantment of apps like LIKEtoKNOW.it, however likes the actual fact ScreenShop turns any picture right into a “shoppable inspiration” reasonably than simply being the images from an “elite band of influencer bloggers”.
“This might successfully democratise the system as soon as once more, which is improbable, with so many bloggers having transitioned from a degree of real pleasure to little greater than new technology promoting house,” she says.