Marketing Strategy Spotlight: SKIMS

Feb 13

SKIMS has emerged as a dominant force in the shapewear industry. The brand is worth 4 billion, dominating the long standing competitor, Spanx. The SKIMS brand journey begins with Kim Kardashian herself. She openly shared her struggle finding shapewear that matched her skin tone. She revealed that she used to dye her shapewear in the bathtub with coffee and tea bags to get the right shade. By sharing her personal experience, creating SKIMS was more relatable and authentic to her audience. This also highlighted a significant gap in the market – lack of inclusive shapewear options. Identifying a problem, Kim created a solution.

In a market previously dominated by a single brand, SKIMS boldly set itself apart by prioritizing diversity, inclusivity, and innovation. Recognizing that fashion should adapt to individuals, not the other way around, SKIMS embraces the diverse needs of its audience. Now, let’s delve into the marketing strategy of the brand that put Kim Kardashian on the Forbes’ World Billionaires List.

Influencer Marketing

In 2023, 7.8k creators mentioned SKIMS in 29.4k posts. The brand’s choice of influencers mirrors its commitment to diversity. The “Fits Everybody” campaign featured singer and influencer SZA, who shared a post of herself wearing SKIMS to her 17 million followers. Her most recent campaign with Lana Del Ray for Valentine’s Day was a massive success – Lana earned SKIMS $13.7 million in media exposure following the collection campaign release. She channeled her classic Americana aesthetic with help from the British photographer, Nadia Lee Cohen, who dressed the singer in vintage, whimsical sets.

Collaborating with Big Brands

Miss Kardashian knows how to make money moves (shoutout to Queen Kris Jenner for paving the way.) Her followers went wild when she announced a collaboration with Fendi. SKIMS made $1 million in one minute when the collaboration launched and almost sold out immediately.

What Is SKIMS Social Strategy?

SKIMS is active on Instagram (5.3 million followers) and TikTok (1.2 million followers). The brand doesn’t have a presence on any other social media apps – and they don’t need to, either. SKIMS has chosen to focus on the most relevant channels for their target audience. This strategic decision reflects the principle that sometimes, less is more.

What Can Your Brand Learn From SKIMS?