Now it's official. The Castro - Hoodies fashion group has concluded its collaboration with Kim Kardashian. Kardashian was recruited a year ago to promote the Carolina Laminated Glasses brand in the US.
The collaboration with Instagram has been signed for two years and the company has been hoping that Kardashian will bring high traffic to the brand in the form of exposure to some of its 152 million followers on Instagram. However, the activity did not produce the expected results and Castro was not satisfied with the cooperation.
Kardishan received $ 6 million from Castro and as the company reported in its third-quarter financial report, from the beginning of the year it lost NIS 48.6 million on Carolina Lamke's US operations. So far, according to Castro reports, the company has invested NIS 50 million in the US venture, including the first $ 6 million already paid. In total, it was originally planned to invest NIS 100 million in two years.
This morning, the fashion group announced that it had reached commercial agreements with the company owned by Kim Kardashian West, regarding the termination of services Kardishan will provide to the company, starting on November 26.
At the end of the year, Castro-Hoodies will look at the continuation of the Carolina Lamke brand in the U.S. One of the options is to continue operating the site but without any investment in marketing.
Kim Kardashian entered into a partnership with glasses company Carolina Lamka. Kardashianl received 10% of an American subsidiary that was responsible for Carolina Lameka's operations in the US The company will begin operations in the second quarter of 2019. Kardashian will also receive 5% of the glasses sales it will design for the brand. Campaign for Caroline to Mecca.
The person who created the connection with Kardashian for the Castro Hodis group was the internationalist and model, Bar Refaeli.
The campaign with Kardashian was filmed in February in the United States by an American team and will rise in social networks in April, the investment in the campaign and the launching of the new site and promotion of the brand in the US is estimated at $ 20-30 million. The agreement with Kardashian was signed for two years beginning in March 2019 and can be extended by another year.
In addition, Kardashian was supposed to be responsible for creating a glass of glasses designed to include a limited edition of products, and will even visit Israel in March.