The Kim Kardashian brand is building on the success of the reality star’s emoji application with the possibility of retail capability and is making the app a one-stop shop for fans.

A new wave of celebrity has come about through the emergence of social media, making them more accessible to fans. Through the Kimoji app, fans are now able to purchase merchandise related to the Kardashian-centric icons but may be able to purchase the items in stores and at pop-up shops as well.

Online to offline
After setting records when it first launched, the Kimoji app has become extremely popular with Kardashian and pop culture fans in general. To further capitalize on the app’s success, Kim Kardashian-West has enabled a retail experience within the app for selling Kimoji-branded merchandise.

While the app itself costs from $.99 to $1.99 to download, depending on your device, the Kardashian brand is able to accrue more revenue from sales of merch and future pop ups. The reality star allegedly filed documents for the chance to sell retail and is hoping to start popups as well.

The app sells merchandise from the Kimoji line such as phone cases, t-shirts and hats that feature various icons and emojis from the Kimoji app. The line is also available on Ms. Kardashian West’s online Web site.

Kim Kardashian West originally continued to expand her brand image as an integral aspect of pop culture with a new emoji keyboard, which already had fans and consumers abuzz with its racy images in 2015.

The Kimoji application launched in December 2015 in the app store and allows fans to share various images related to Ms. West such as icons of her infamous ‘ugly crying’ face, a waist trainer, which she is known for using often and her taking selfies. The keyboard not only drums up awareness and positive sentiment through user-generated content, but the app itself made headlines (see more).

Popping up online
In an opposite strategy, Hearst-owned men’s lifestyle publication Esquire took the concept of a pop-up to the digital realm with a 48-hour Snapchat Discover experience.

The magazine’s “The Esquire Guide to Grooming” launched Friday, Dec. 9 at 6 a.m. and extended into Sunday, Dec. 11, playing into the idea of a temporary shop by embracing Snapchat’s disappearing content. The Esquire Guide to Grooming featured need-to-know grooming tips for the millennial male as peak holiday party season begins (see more).