As a fashion icon and a businesswoman, Kim Kardashian has created many business ventures throughout her career. 

Her latest successful project, Skims, has taken the world by storm since it launched.

Skims is a shapewear and loungewear brand that has become a household name in a short amount of time, and it's all thanks to the brilliant Skims marketing team. 

Let's decode the marketing strategies used to help Skims be at the top of the fashion game.  

Leveraging Kim's Personal Brand to help Skims Marketing Strategy

Kim Kardashian's personal brand is close to her image, and she has connected her lifestyle and fashion choices with her Skims brand.

Kim has been known for her signature body-hugging and form-fitting outfits. So, she has never been ashamed to admit that she uses shapewear to enhance her figure. 

She has been open about her love of spandex and struggles with finding the right shapewear and undergarments that suit her needs.

By sharing her personal experience, Kim's involvement in creating Skims is more relatable and authentic.This puts her in a position as someone who understands her target audience.

On the other hand, her makeup and skincare line have yet to see the same success. The reason is that it needs a stronger brand determination compared to Skims.

With Skims, Kim saw a gap in the shapewear industry and addressed the specific needs. She offered inclusive products to cater to a diverse audience.

Her beauty and skincare line didn't feel authentic and had no innovation of new products to stand out in a saturated market. Kim's personal experiences make Skim resonate with her and her audience, creating a successful venture and gaining much visibility. 

Diversity and Inclusivity Advertising

The Skims marketing strategy is built around empowering women and making them feel good in their skin. What truly sets the Skims marketing strategy apart is its commitment to inclusivity, offering shapewear and loungewear that caters to a wide range of body types, sizes, and skin tones.

By offering a variety of shades that match diverse skin tones, Skims has successfully tapped into an underserved market, positioning itself as a brand that customers can genuinely relate to.

The Skims marketing strategy emphasizes the importance of embracing diversity and featuring real women in their campaigns. By showcasing different body types and imperfections, Skims has created a sense of connection with its audience, making consumers feel represented and understood.

This approach reinforces Skims' commitment to promoting the idea that beauty comes in all shapes and sizes, sending a powerful message of self-love and body positivity.

In addition to offering shapewear for a wide range of sizes and skin tones, Skims has gone a step further by creating pieces designed for individuals with limited mobility.

By featuring Paralympic athlete Scout Bassett and other models with disabilities in their campaigns, Skims has provided visibility and representation for a demographic often overlooked in the fashion industry.

This campaign challenged traditional beauty standards, promoting a more inclusive and diverse understanding of beauty.

Through authenticity, inspiration, and genuine representation, the Skims marketing strategy continues to break barriers and create a more inclusive space within the fashion industry. Skims has ensured that everyone is valued, making sure that their products and campaigns reflect the diverse needs and desires of their consumers.

Leveraging Social Media

Kim Kardashian is the queen of social media and knows how to use it to her advantage when promoting Skims. Skim's marketing strategy is to use all social media platforms to create the hype we know of the brand.

They also showcase the products in a way that resonates with their target audience. They use social media to leverage customer engagement and receive feedback to improve their products.

Sharing behind-the-scenes sneak peeks of new products and campaign visuals allows brand reach and a sense of exclusivity.

Influencers and Celebrity Endorsement

Using Celebrities and influencers has been a marketing strategy that Skims has leveraged. The endorsement of well-known celebrities makes Skims desirable, making consumers want to buy the product.

Also, influencers play a significant role in the marketing strategy because it helps Skims get the attention of new audiences and expand the brand's reach. It saves the company time and money to send an item to an influencer that aligns with the brand's target demographic.

They have influencers to create content to show their products in a post on their social media platforms. Showcasing Skims as part of their lifestyle sets the trend and influences their followers to purchase the product. 

Collaborating with big brands

Kim Kardashian knows how to make money moves. Her followers went wild when she announced her Skim's collaboration with Fendi.

Skims made $1 million in one minute when the collaboration launched and almost sold out immediately. Fendi's creative director saw Skim's power over women waiting anxiously on their phones for new collections to drop.

It shows how Skim's marketing strategy is at the top of its game. Collaborations like this one leave fans waiting with excitement for more. 

Promo Content

The Skims marketing strategy includes the strategic development of iconic photoshoots for each new product launch, generating significant buzz and excitement while driving sales.

These carefully curated campaigns are not just about showcasing products—they tell a story that resonates with the audience.

For example, in the iconic Velour tracksuits campaign, Skims recreated the nostalgic 2000s vibes with paparazzi-style photos, featuring the legendary duo Kim and Paris reunited in their velour tracksuits and Louis Vuitton bags.

This unique approach to promo content is a core part of the Skims marketing strategy, allowing the brand to connect deeply with its audience.

Each campaign captures the essence of the product, adding a layer of storytelling that engages customers on an emotional level.

By showcasing the detailed work behind these photoshoots, Skims marketing strategy creates a sense of anticipation and exclusivity that encourages customers to act quickly, driving both urgency and demand for each new product release.

Skims marketing strategy continues to build on these visually impactful campaigns, ensuring that every new product launch feels like a must-have event.

The combination of storytelling, celebrity partnerships, and visually stunning imagery keeps the brand top of mind and creates a lasting connection with consumers.

Actively using Email Marketing

Skims's email newsletter is another marketing strategy to promote its products and keep customers connected. Skims ensure subscribers become aware of all new product releases by signing up for their newsletter. 

Skim products tend to be sold out due to their limited quantities strategy, and use email marketing to notify of upcoming restocks.

This can encourage customers to act quickly. Skim email marketing helps to connect with their audience and provide value. This includes styling the product and body positivity messages using real women as models. Even though their emails are strategically planned, they are color-themed and have a cohesive layout.

Skims emails attract people to visit the website by including visually appealing images of the products. The emails are designed for subscribers to shop the looks with just one click. 

Limited Supply of Skims

Skim's products are in high demand, and they use the drop model technique for their marketing strategy. They come out with limited releases and strategic restocks to create a sense of urgency and exclusivity around their products.

When limited quantities drop, they use social media and campaigns to generate an online buzz. It drives people to purchase because they fear they might miss out.

This leads consumers to buy quickly and increases sales and revenue. It helps the brand reduce markdowns as products sell out quickly at the total price.

It allows Skims to restock and expand to new products and colors. 

In conclusion, the Skims marketing strategy has effectively communicated its vision and values through innovative marketing campaigns, generating significant buzz around the brand.

By focusing on inclusivity, empowerment, and authenticity, the Skims marketing strategy has not only built a loyal customer base but has also turned the brand into a cultural phenomenon. Skims is more than just a brand; it’s become a lifestyle.

With its compelling campaigns and strong brand messaging, Skims has successfully captured the attention and admiration of consumers, proving that it is truly worth the hype. The Skims marketing strategy continues to elevate the brand, making it a dominant force in the fashion industry.

Check out skims.com for good-quality staple pieces that can be worn anytime during the day. 

 ✍️ Written by Brenda Garcia