Leftovers from the warehouse" for 13 thousand rubles: a calendar of the Kardashian brand caused a scandal in social networks.
Two spare bra straps, hair ties, a comb, a key chain - this is what buyers found inside the Skims brand calendar for $148 (about 13 thousand rubles). Users compared the set to what you find on the floor "when you move the bed away from the wall," and bloggers estimated the cost of the contents at about $5.
The idea of calendars (sets of little things that are opened before the holidays) has been controversial for years. This format produces not only sweets and cosmetics, but also intimate products, beer, energy drinks and even cat food. For businesses, it's a way to promote their new products.
But sometimes it looks like an attempt to sell unnecessary things at a higher price. The founder of Door Segulah, Alexey Pak, calls what happened to the Kardashian brand a "marketing mistake": "The person in the content of the open calendar should receive a value corresponding to or slightly higher than what he paid. It's a delicate moment."
After a wave of criticism, Skims offered full refunds to those not satisfied. However, the calendar is already sold out. Nikolai Grigoriev, a member of the Federation of Russian Marketers, does not see this as a lesson for everyone: "Louis Vuitton or Mercedes won't do it, but in the Kardashian segment, that's the situation, that's exactly how you should behave there." However, five years ago the Chanel brand was caught in a similar scandal: a set of 63 thousand rubles mostly included jewelry such as jewelry, a bookmark and a key chain.