一位美国网红意欲打造婴儿用品零售帝国

亿万富翁化妆大师、社交媒体大拿凯莉·詹纳正厉兵秣马，拓展其帝国疆土。

在通过Instagram向其伴侣说唱歌手特拉维斯·斯科特发送生日信息9天之后，这位21岁的年轻人申请了18个商标，意欲打造一个婴儿零售品牌，并借此扩充其创业组合。

5月9日，詹纳签署并向美国专利商标局提交了销售各类婴儿用品的申请，包括衣服、吸奶器、推车、尿布，分属于品牌Kylie Baby与Kylie Baby by Kylie Jenner。

NPD Group的首席零售行业顾问玛莎·科恩向《财富》杂志透露：“如今进入育儿年龄的千禧一代消费者希望寻找一些令人振奋的新品牌，而并不一定是在他们的成长过程中所使用的那些老品牌。”

但她的创业举动并未因此而止步。第二天，她围绕商标Kylie Hair和Kylie Hair by Kylie Jenner提交了10份申请。作为对Kylie Cosmetics的自然延伸，这些品牌的估值接近10亿美元。

目前，人们还无法预订Kylie品牌的婴儿用品。商标律师乔什·戈本称：“政府在收到申请并审查这些商标之前通常要花3到4个月的时间，然后，如果一切顺利的话，到商标注册证件的真正发放还需要等待6至7个月的时间。”

届时，詹纳将有一年的时间来证明她会将商标用于其有意经营的产品上，不过，如果她未能按期做到这一点，在此之后她最多可以将注册延期三年。但面对《财富》杂志的置评请求，詹纳并未作出任何回应。

尽管詹纳没有法律责任来打造婴儿或护发品牌，因为她受到的法律约束仅限于：在这一方面拥有“真诚的意愿”。戈本说：“鉴于实际提交的众多申请数量，这些申请看起来策划的非常好。”

通过打造如此多的商标，詹纳可以先做一部分产品，同时让其他商标处于“待审批”的状态。例如，她可以通过这种方式打造一个时装产品线，但没有义务同时打造一个婴儿洗浴用品线。

在婴儿零售市场，有利可图的领域不在少数。Grand View Research 于今年1月发布的一份报告显示，全球婴儿用品（包括化妆品、厕所用品、婴儿食品和婴儿安全用品）在未来6年中将呈现出5.5%的复合年增长率，其市值到2025年达到167.8亿美元。

儿童服饰方面也存在增长空间，尤其是考虑到Gymboree在1月破产之后所留下的市场空缺。

尽管科恩表示，创新品牌在儿童服饰市场仍有空间，“只要妥善经营，那些久经考验、质优物美的品牌甚至拥有更多的机遇。”

他说：“不妨看看塔吉特在Cat and Jack品牌方面取得的成功，这个塔吉特的自有品牌正做的风生水起。”

虽然我们并不知道像詹纳这样的时尚影响力大拿会做什么或生产什么，或者在哪里销售，但她的服装品牌申请涵盖：

“服装裤装[内裤和短裤]；外套；连衣裙；鞋；头饰；夹克；连衫裤童装；家常便服；连裤童装；围巾；衬衫；毛衣；服装上衣[衬衫]；内衣；袜子；袜类；泳装；围嘴；手套；睡衣；婴幼儿连体衣；儿童换装游戏用戏服。”

尽管还存在诸多未知信息，包括价位，但戈本指出：“从目前来看，我认为这是一个非常合理的商业计划，而且我们很有可能在未来某一天看到Kylie Baby的产品和服务与世人见面。”（财富中文网）

译者：冯丰

审校：夏林

Billionaire cosmetics mogul and social media star Kylie Jenner is making moves to expand her empire.

Nine days after Instagramming a birthday message to her partner, rapper Travis Scott, the 21-year-old took steps to augment her entrepreneurial family by applying for 18 trademarks to create a baby retail brand.

Jenner signed and submitted applications to the United States Patent and Trademarks Office on May 9 to sell whatever a child might need, including clothing, breast pumps, strollers, and diapers under the names Kylie Baby and Kylie Baby by Kylie Jenner.

“Millennial consumers that are now entering the family rearing age want to discover new and exciting brands,” Marshal Cohen, the NPD Group’s chief industry adviser for retail, tells Fortune. “Not necessarily the ones they grew up on.”

But her business building didn’t stop there. The next day, she submitted 10 applications to trademark Kylie Hair and Kylie Hair by Kylie Jenner—a natural extension of Kylie Cosmetics, with an estimated value approaching $1 billion.

You can’t preorder a bassinet-full of Kylie-branded baby wipes just yet. According to trademark attorney Josh Gerben, “It will typically take three to four months before the government even picks these up and reviews these trademarks and then, assuming everything goes smoothly, it will be another six or seven months or so until the registrations are even ready to issue.”

At that point Jenner, who did not respond to Fortune’s request for comment, will have a year to prove she is using the trademarks for their intended products—although she can extend the registrations for up to three years after that if she doesn’t meet the deadline.

While Jenner is under no legal obligation to actually produce a baby or haircare brand—she’s merely obligated by law to have a “bona fide intention” to do so—Gerben said, “It looks very well planned out given how many applications were actually filed.”

By creating so many trademarks, Jenner will be able to pursue some endeavors while leaving others as “pending.” That way, she can create a clothing line, for example, without any obligations to simultaneously create a baby bath product line.

There are benefits to entering various sectors in the baby retail market. According to a January report by Grand View Research, global baby products (which include cosmetics, toiletries, baby food, and baby safety items) will experience a compound annual growth rate of 5.5% over the next six years, reaching $16.78 billion by 2025.

There’s also room for growth in children’s attire, particularly given the market gap left by Gymboree following its January bankruptcy.

While Cohen said the children’s apparel market has space for innovative brands, there is “even more opportunity for the tried and true when done well.”

“Just look at Target’s success with Cat and Jack—their own brand that is booming,” he said.

Although it’s unknown what a fashion influencer extraordinaire as Jenner will pursue or produce, or where they will be sold, her clothing application covered:

“Bottoms [shorts and pants] as clothing; coats; dresses; footwear; headwear; jackets; jumpers; loungewear; rompers; scarves; shirts; sweaters; tops [shirts] as clothing; undergarments; socks; hosiery; swimwear; cloth bibs; gloves; sleepwear; one piece garment for infants and toddlers; costumes for use in children’s dress up play.”

In spite of the many unknowns, including price points, according to Gerben, “I think this is a very legitimate business plan at this point and that it’s very likely that you’re going to see a line of Kylie Baby products and services at some point in time.”