Based on the traditional Japanese garment and her own first name, the entrepreneur Kim Kardeshian had decided on the brand name “KIMONO” and thus caused some unrest, especially in Japan. The hashtag #KimOhNo appeared on Twitter, and even the mayor of Kyoto intervened and asked Kim Kardashian to reconsider her decision. The horror was too great that the term Kimono, which has been used for many hundreds of years, should be used for a new shapewear line.

After initial hesitation, Kim Kardeshian has now given in and promised to use a different brand name – reaching nearly 3 million likes on Instagram.

Thomas Schiefer as managing director of innomark GmbH comments on brand topics currently under discussion at irregular intervals.