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

Skims marketing strategy is to feel good in your skin and to empower women. 

What sets Skim's marketing strategy apart is the inclusivity of creating shapewear and loungewear that caters to a wide range of body types, sizes, and skin tones.

Skims offers a variety of colors to help women find shapewear that matches their skin. This has helped them tap into an underserved market and made Skims a brand that people can relate to.

Skim's marketing strategy is to embrace diversity and showcase real women in their campaigns. Showcasing imperfections and different body types makes the consumer feel like they resonate and connect with the brand's vision.

Skims brand showcases how beauty comes in all shapes and sizes, giving a powerful message to embrace unique beauty. 

Not only has Skim created shapewear for different skin tones or sizes, but they have created pieces that cater to individuals with limited mobility.

They had Paralympic athlete Scout Bassett, among other models with disabilities, to be part of the campaign. Skims made the models for this campaign feel beautiful, confident, and worthy.

They provided visibility and representation for a demographic often underrepresented in the fashion industry. With this campaign, they challenged the stereotypes and norms, promoting a more inclusive and diverse understanding of beauty.

As well they showed inspiration, authenticity, and genuine representation. Skims has made sure that every single person is valued and taken into consideration when creating products and launching campaigns. 

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

Skim's marketing team strategically develops iconic photoshoots for every new product that launches. This generates significant buzz around the releases, creates excitement, and increases sales.

This promo content is unique because each campaign tells a story that connects to the product. For example, in the iconic Velour tracksuits campaign, Skim recreated the 2000s vibes in paparazzi-style photos. And what better way than having the iconic duo Kim and Paris back together in their velour tracksuits and Louis Vuitton bags.

Creating these promos for advertising allows the audience to see the detailed work Kim puts into her campaign shoots.  These strategies drive anticipation and urgency to buy the product. 

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, Skim's marketing strategy has advertised its vision and value well throughout its marketing campaigns, creating hype around the brand.

We can agree that Skims is not just a brand but a lifestyle. So yes, Skims is worth the hype.

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

 ✍️ Written by Brenda Garcia