Skims Does Marketing Right
What do you get when you combine a superstar, a genius marketing playbook, and a mission for inclusivity? You get Skims — the brainchild of Kim Kardashian that’s reshaping the shapewear and loungewear game. With its valuation soaring to an impressive $3 billion, Skims is not just a brand; it’s a cultural phenomenon. Let’s unravel how it all happened.
Let’s be real: Kim Kardashian’s name alone carries clout, alone. But she didn’t just slap her name on a product and hope for the best. Instead, she leveraged her massive celebrity network to create buzz. Whether it’s a Skims campaign featuring her famous sisters or a collaboration with A-listers like Megan Fox, Skims has made sure that everyone is talking about it.
And when it comes to pulling big names, Kim is in a league of her own. One of the most talked-about moves? The Skims x The North Face collab. Yep, she’s even managed to bring in outdoor gear royalty. By teaming up with The North Face, Skims bridged the gap between fashion and functionality, proving the brand can dominate in any space it steps into. It’s genius marketing — pulling a name known for rugged durability into the world of sleek, comfy luxury.
Marketing Done Right…
Collaborations are crucial for brands because they expand their reach, enhance credibility, and create buzz. By teaming up with other high-profile names or complementary companies, brands like Skims can tap into new audiences, gaining exposure and relevance. Collabs combine the strengths of both partners, often resulting in innovative and unique products. They also keep the brand exciting and newsworthy, ensuring it stays on consumers’ radar.
Skims Collabs that we can name off the back of our hands….
Fendi x Skims (2021): A luxury collaboration blending Fendi's iconic designs with Skims' shapewear and loungewear.
Team USA Collaboration (2021-2022): Official loungewear and undergarments for Team USA at the Tokyo and Beijing Olympics.
Dolce & Gabbana x Skims (2024): Italian-inspired lingerie and loungewear with leopard prints and corset designs.
The North Face x Skims (2024): A winter gear collection merging performance and style, featuring leggings, fleece, and outerwear.
Swarovski x Skims (2023): Signature pieces adorned with Swarovski crystals for a touch of glamour.
NBA Partnership (2023): Official underwear partner of the NBA, WNBA, and USA Basketball.
Skims doesn’t do boring. From its bold, provocative campaigns to its use of viral social media moments, the brand knows how to grab attention. Remember the cheeky campaigns featuring celebrities lounging in Skims, looking effortlessly glamorous? Or the pop-up events that turned shopping into an experience? Skims understands that marketing isn’t just about selling products; it’s about telling a story.
By roping in huge partnerships and keeping the buzz alive with iconic names, Skims stays on everyone’s radar. It’s the kind of marketing that makes you stop scrolling and think, “Wait, what? Kim did that? Is her leg broken in NYC”
With its savvy marketing, inclusivity, and a sprinkle of Kardashian magic, Skims has redefined what it means to be a shapewear brand. It’s not just about looking good; it’s about feeling good and being unapologetically yourself. As the brand continues to grow, one thing’s clear: Skims isn’t just shaping bodies; it’s shaping the future of fashion.
So, whether you’re rocking a pair of their buttery-soft leggings or scrolling through their eye-catching campaigns, one thing is certain — Skims has earned its spot in the fashion hall of fame.
