A new report conducted by marketing data and research firm Spotted, has highlighted the riskiest celebrities to work with in the fashion and retail industries, with Kim Kardashian taking top place.
The assessment considers more than 20 factors and then provides a celebrity with a ‘risk score.’ This analysis includes inappropriate or offensive behavior, divisive political views and scandal, as well as how recently these factors occurred, recovery (or damage control) and the likelihood that these risks will happen again in the future.
The report found that more than half of the fashion and retail industries endorsements carry a risk score of 50 or above, with Kimmy K landing within the 100th percentile.
"Even though Kim Kardashian supports over 22 charities and causes, she lacks consumer trust and is perceived risky among consumers," explains Spotted.
So who else ranked poorly? Amongst the bottom five faces were Kendall Jenner and Hailey Baldwin, with Italian fashion house Versace considered the worst for celebrity strategy.
Image source: @kimkardashian
