How has Skims, the shapewear brand founded by media personality Kim Kardashian, managed to achieve such success? The secret behind this shapewear sensation’s rapid success is its ingenious marketing strategy. Since Skims launch in 2019, the brand is now valued at a staggering $4 billion dollars. With new, successful product launches occurring back-to-back, the brand's popularity continues to soar. Skims expanded from a shapewear brand by introducing sleepwear, underwear, and loungewear to its collections, with an array of popular products like body-hugging maxi dresses, flattering everyday t-shirts, functional bras, and form-fitting corsets.
“The perfect shapewear just didn’t exist, so I made my own,” – Kim Kardashian.
At the core of Skims' triumph is a meticulously crafted marketing approach. According to Jens Grede, director, and partner of Skims board, explains, “The launch [of Skims] exceeded our expectations…...The combination of broadcast TV and press, influencer reviews, wide celebrity support, and Kim’s own social channels created a truly synergetic effect with over one billion media impressions at launch.” This rapid rise to success within the fashion industry can be attributed to a series of strategic maneuvers: leveraging celebrity and influencer endorsements, offering an inclusive product range, generating buzz around limited product drops, and curating a wealth of user-generated content on social media.
Celebrity Endorsement and Founder's Influence
Kim Kardashian, renowned as the founder, co owner, and creative director of Skims, is a familiar face in the spotlight. She first gained recognition as Paris Hilton’s stylist, later navigating internet controversies, and ultimately starring in the immensely popular reality show, “Keeping Up with The Kardashians”. Kim has achieved considerable success across. multiple industries, a testament to her intelligence and business acumen.
Kim’s entrepreneurial ventures have been nothing short of remarkable. She introduced KKW Beauty, a makeup line, SKKN by Kim, a skincare line, SKKY, her private equity firm, Skims, a shapewear line, the mobile game “Kim Kardashian: Hollywood,” and an app featuring a custom line of Kim-based emojis known as “kimojis.” In addition to her diverse revenue streams, Kim has also emerged as a successful content influencer and ventured into acting with a significant debut in “American Horror Story: Delicate".
Skims has seen immense success, largely due to Kim’s celebrity status and her shrewd business sense. Kim’s (TIKTOK/KIMKARDASHIAN) personal brand amplified the excitement surrounding Skims’ initial release, often featuring prominently in product content shoots. She generously shares her use of the product on Instagram, fostering a personal connection with her audience by connecting them with her product and herself.
Not only has Kim’s personal influence paved the way for her company’s success, but Skims also has campaigns with many popular figures and brands from fashion. The influence of icons like Tyra Banks, Heidi Klum, Coco Jones, Nelly Furtado, Kim Cattrall, Candice Swanepoel, Rosalia, Ice Spice, Pinkpantheress, SZA, Meghan Fox, Kate Moss, and even Team USA, for their Tokyo 2020 Olympic and Paralympic Games, has significantly bolstered Skims' marketing efforts by harnessing the immense reach, credibility, and emotional connection these celebrities and associations bring, ultimately creating strong brand awareness and increasing sales.
Inclusivity and Body Positivity
What sets Skims apart as a revolutionary brand is its inclusivity. Offering sizes ranging from xxs to 5xl and encompassing 10 different skin tone shades, Skims caters to a diverse and often underserved audience. This means that all kinds of women can find a product that will suit their bodies, shapes, and skin tones. As Eddie Starr explains in his article, “Breaking
Barriers: How Kim Kardashian's Skims Became a Symbol of Empowerment”, “This inclusivity is empowering, as it sends a powerful message that beauty comes in all shapes and sizes.” This sums up exactly why Skims has been successful; it includes, accepts, and celebrates all types of people while making them look gorgeous! Skim’s commitment to diversity and her unwavering dedication to creating more inclusive shapewear options have undoubtedly contributed to Skims' widespread appeal and sets Skims apart in the fashion industry.
Strategic Social Media Marketing & User-Generated Content (UGC)
Skims has an excellent approach to their social media marketing, with over 5 million Instagram followers and 1 million TikTok followers. This large and engaged audience allows them to easily reach a broad demographic, sharing promotional content, exclusive sneak peeks, and user-generated content that not only boosts brand visibility but also fosters a strong sense of community among their followers. This active presence not only strengthens their brand recognition but also facilitates direct engagement with potential customers, turning their social media platforms into effective sales channels.
Skim’s social media content is another highlight of their marketing strategy. Each product launch is neatly showcased by a diverse range of models, allowing a range of consumers to see how the product would complement their unique style and physique. The professional photography and videography content also highlights the quality, appearance, and style of the pieces, enhancing the visual appeal and desirability of Skim’s products.
Skims goes beyond just sharing their own professionally crafted product content on their social channels; they actively incorporate user-generated content (UGC) from creators who are everyday consumers. UGC represents authentic content produced by regular people, such as Skims customers, which the brand showcases on their social platforms. This approach highlights how their products are used in real-life scenarios and how they complement the appearance of everyday individuals, as opposed to heavily edited advertisements. The integration of UGC into Skims' marketing strategy is rooted in its ability to convey authenticity, foster trust, and create a more relatable connection with their audience, allowing Skim’s to foster their community, understand their target audience more and increase sales.
Across all of Skims' social channels are examples of them encouraging customers to share their photos and experiences with the brand. Searching #skims across any social platform will yield millions of results that show organic content from Skims consumers, a lot of which have complimentary comments from the company's profile. This engagement with consumers through likes, comments, and mentions allows Skims to not only foster a strong sense of community but also gather invaluable feedback and insights, ultimately strengthening their brand's reputation and customer loyalty.
The amount of organic Skims content across TikTok and Instagram is overwhelming. This can be attributed to its use of celebrity endorsements, influencer collaborations, a diverse product range, high-quality visual content, top-notch products, user-generated content, and active customer engagement, all essential aspects of a successful marketing strategy. Additionally, it's not just their marketing; Skims' products consistently receive positive feedback. Mention Skims, and you'll likely hear praise from people. This is because Skims' products live up to the marketing hype. The buzz and acclaim around popular items like their 'Soft Longue Long Slip Dress' affirm that their products are as impressive as their marketing efforts.
In essence, Skims has masterfully harnessed a winning marketing strategy, fusing the power of celebrity allure, inclusivity, and shrewd social media tactics. What truly sets Skims apart is its unapologetic commitment to diversity, resonating with a wide-ranging audience, truly becoming a beacon of empowerment. Their social media game is nothing short of impressive, captivating millions of followers with professionally curated content and actively inviting customers to be a part of the brand's story. This thriving community not only enhances their reputation but also serves as a wellspring of invaluable feedback.
To witness this marketing magic, I invite you to follow Skims on social media and stay tuned for their latest captivating developments.
Sources:
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16 July 2022,
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private investments at Wellington.
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www.linkedin.com/pulse/rise-skims-how-kim-kardashian-built-4-billion-empire-edward-standley/. Accessed 10 Oct.
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Robert, Yola. “What Kim Kardashian West Got Right With SKIMS.” Forbes, Forbes Magazine, 3 Oct. 2019,
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