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SKIMS Marketing



Kirjoittanut: Emilia Laakso - tiimistä Kaaos.

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SKIMS Marketing Strategy

SKIMS, a successful shapewear brand was founded by Kim Kardashian West an American businesswoman, model, and TV reality star in 2019. Skims primarily focus on shapewear, undergarments, and loungewear. Skims has revamped the fashion industry by restructuring comfort, style, and most important inclusivity. Skims has established itself as the leading shape and loungewear brand and enhancing body diversity and positivity.

For Skims inclusivity is a core value, they emphasize offering to a diverse assortment of body shapes, sizes, and skin tones. Being inclusive was indisputable for their merchandise selection to present a diverse selection of shades and sizes to guarantee all individuals to feel portrayed and valued.  Skims harmonized with customer for their unique needs to embrace different body shapes and empowerment.

Skims skillfully utilized social media to boost its brand message. Kim Kardashian West’s vast following on Instagram and other social media platforms allowed the brand’s strategic benefits to reach millions of potential consumers instantly and in the end played a big role in the brand’s success. The brand utilized its consumer content/real & normal people to showcase its products and influencer collaborations to create the perception of reliability. This emboldened consumers & customers to share authentic experiences and photos while wearing Skims, this created a feeling of authenticness between Skims and the consumers.

Skims marketing strategy was identified by its deliberate product launches and collaboration. Skims launches limited edition collections and has partnerships with celebrities and known influencers to help the brand reach sales goals and enhance the brand image to be trendy and exclusive. These collaborations make skims to constantly innovate and to adapt and evolve to customer preferences.

Skims has made a noticeable effort to include sustainability into its brand message. They emphasize the use of eco-friendly materials such as natural fibers and recycled fabrics, those materials reduce the brand’s need to rely on unexploited resources and environmental footprint. The brand also works to guarantee that the source the material comes from is ethical and eco-friendly. Skims enforces to minimize waste during the production process and aims to use a production approach to reduce extra material waste. The brand continues to be innovative to improve eco-friendly measures

One of Skim’s main marketing strategies is to focus on interacting with their audience. The brand actively responds to feedback which allows them to continuously improve its products. Skims actively engages with their customer on social media, reposts their TikTok & posts on Skims own social media pages and comments on videos or posts. By doing this it strengthens its relationship with consumers and also shows a genuine want and commitment to meet the customer needs.

Skims have reformulated the notion of shapewear and lounge to be functional, comfortable, and fashionable. The brand has a great ability to blend comfort and functionality with the consumers aiming for the products to be essential for everyday wear and surpassing the distinct segment of traditional shapewear to become a fundamental in modern attire selection. (storyclash.com)

Skims swot analysis

Strengths: For skims, it is beneficial that the founder Kim Kardashian West is a known person for the brand to gain a powerful base for marketing. Skim’s devotion for diversity is a substantial strength. Offering a varied range of styles shades and sizes for diverse bodies and skin tones. The brand has excelled in social media marketing taking over platforms like Instagram schemes posting compelling content and loads of influencer collaborations. Skims is a trendsetter by mixing capability, style, and comfort in shapewear and loungewear.

Weakness: In the shapewear industry skims has competitors. Skims face competition from brands that offer similar products. Customers may discern skims as premium-priced or high end. This may lead to having more of a limited market intrusion within budget-conscious consumers.

Opportunities: Skims has the opportunity to extend their product offerings exceeding shaping garments and loungewear. Expanding into accessories, footwear, and other garment sections could widen their customer base. Recently Skims launched a men’s clothing and underwear line which has now broadened their customer base. There is great potential for Skims to widen their markets globally since Skims is mostly sold online and in a few shops like Selfridges in London. Expanding and opening stores around the world would be greatly beneficial to reach a broader audience to gain more sales.

Threats: A threat for skims is inflation, consumers might opt for more affordable products affecting the sales of skims and people detect skims as a luxury brand. Fashion trends change quickly so do consumer preferences. Skims would need to adapt and react quickly to these demands or else it is a threat. The founder has a high profile meaning they have a considerable existence on social media. Skim can be vulnerable to having their reputation affected negatively, there also might be controversies if there is any negative publicity. Material shortages, production delays and logistical issues can impact to maintain the ability of products.

To conclude skims is not only a fashion brand but a brand that celebrates confidence and empowers others, innovative marketing strategies and making their platform a safe and vibrant community. It gives others the chance to embrace their uniqueness in confidence.

https://ouispeakfashion.com/what-was-the-marketing-strategy-that-catapulted-kim-kardashians-skims-into-a-4-billion-business/

https://glamourandguide.com/2021/09/29/skims-their-marketing-how-theyre-breaking-the-internet-in-the-best-way-possible/

https://www.studocu.com/row/document/university-of-nairobi/operations-management/skims-by-kim-kardashian-west/34600330

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