If you heard Sofia Richie’s name before last week it was likely from press outlets dignifying her as a party girl, “nepo baby”, or as party-boy Scott Disick’s too-young-for-him girlfriend.
Then, this past weekend, a barely heard from Sofia Richie emerged from the shadows in what some are calling the true royal wedding. Vogue is calling her culture’s newest “It Girl”.
Wearing Chanel, on the arm of her famous father Lionel Richie, in an event in France highly publicized by Vogue Magazine, Sofia Richie has redone her entire image, leaving Hailey Bieber in the dust, all to be crowned the next fashion icon.
It doesn’t matter whether you know who Sofia Richie is or even if you follow popular culture – if you’re building a brand, you have something to learn from Sofia’s transformation.
So how did she go from the naive girlfriend of a party boy to Vogue’s next It Girl in just 4 years? We’re breaking it down.
One of the first things that Sofia did to change her image was to elevate it. She traded in her party girl clothes for a cleaner, more elegant look. This meant ditching the hot pink jumpsuits and going for a more minimalist look, with white tanks, hoops, and fresh skin. She also distanced herself from negative press and stayed out of the headlines. This helped her to shed her old image and create a new one.
Timing is everything in marketing, and Sofia’s team understood that. They strategically launched her TikTok account just days before her wedding, creating a buzz and drawing attention to her. In less than a week, she amassed over 1 million followers on the platform. Her wedding video alone has garnered nearly 13 million views. This shows that launching a new brand or product at the right time can make all the difference.
Sofia also leveraged her celebrity connections to elevate her public image and increase her influence. Her famous family and star-studded wedding guest list helped her to gain more attention and exposure. This shows the importance of forming and maintaining relationships with influencers and other brands that can help elevate your own brand.
Learning from those who came before you is also essential. Sofia has undoubtedly taken note of her sister Nicole Richie’s transformation, family-friend Paris Hilton’s metamorphosis, and learned from Hailey Beiber’s demise as a former “It Girl.” Richie has been quiet and unproblematic, which has helped her image and reputation.
Finally, Sofia formed high-quality partnerships that helped her solidify her position as the next fashion icon. Her collaboration with Chanel for her wedding dress and her invitation to Vogue Magazine to cover her final wedding dress fitting generated widespread media coverage. This shows the importance of forming partnerships with high-quality brands and influencers.
In conclusion, Sofia Richie’s transformation can teach us a lot about branding and marketing. By elevating her image, timing her launches strategically, leveraging her celebrity connections, learning from others, and forming high-quality partnerships, she has successfully rebranded herself and become an “It Girl.” So, no matter where your brand is right now, it is capable of radical image shifts with the right strategy and planning. It’s time to stop playing small, hire the right team to help you, and insist that it’s your turn.