Skims Innovative Marketing Techniques
Skims, founded by Kim Kardashian, is a shapewear and loungewear brand launched in September 2019. Skims product line includes bodysuits, bras, underwear, shorts, leggings, shapewear, robes, and other accessories designed to provide comfort and support to women of all body types. Skims has gained popularity for its innovative products, sleek branding, and inclusive approach to sizing diversity. The brand has leveraged Kim Kardashian’s celebrity status and social media influence to reach a broad audience and establish itself as a leader in the shapewear and loungewear market.
Skims leverages Kim’s massive social media following and her celebrity status to promote the brand. Kim regularly shares photos and videos featuring Skims products on her social media accounts, providing visibility and credibility to the brand. Not only does her big following help but also her collaborations with other big celebrities expand the company’s reach and appeal to several different audiences. She has collaborated with several athletes like, Neymar Jr, Shai Gilgeous-Alexander, Patrick Maholmes, and celebrities like Lana Del Rey, and Usher. All these different collaborations target Skim’s demographic and help generate buzz and drive sales. She has also collaborated with luxury fashion house Fendi to launch a capsule collection under the Skims brand. The collection featured her products adorned with Fendi’s iconic logo print. As well as a collaboration with the Los Angeles-based fashion brand Naked Wardrobe for a loungewear collection released in December 2020. These collaborations have allowed Kim Kardashian to expand the Skims brand’s offerings and reach new audiences while infusing the collections with the unique style and aesthetic of the collaborators.
Skims utilizes social media platforms effectively to engage with its audience, share user-generated content, and showcase its products. The brand’s active presence on platforms, especially Instagram, allows it to connect directly with consumers and build a loyal following. It has also cultivated a sleek minimalist brand image that appeals to modern consumers. Its branding is consistent from product packaging to marketing materials, creating a recognizable identity.
Product launches are strategically made to launch new products and collections throughout the year, often accompanied by targeted marketing campaigns. They generate buzz and media coverage, helping to raise awareness and drive demand for Skim’s offerings. Skims Valentine’s Day launch with Lana Del Rey used her popularity to draw attention to the new limited-edition collections available on January 23.
Skims by Kim strategically uses a combination of celebrity endorsement, influencer collaborations, social media engagement, and product launches to effectively promote its brand and connect with customers. These strategies contribute to the rapid growth and success of Kim Kardashians brand.
