From controversy to $4 billion — Skims’ incredible rise
Imagine taking a brand from concept to a $4 billion valuation in just a few years. That’s exactly what Kim Kardashian achieved with Skims. Since its launch in 2019, Skims has not only transformed the shapewear industry but has also demonstrated the immense power of a well-executed DTC strategy.
Of course, Skims didn’t have an easy start. From a controversial debut to establishing itself as a key player in fashion, the brand’s story is marked by smart crisis management, leveraging Kardashian’s personal brand, and an unwavering commitment to inclusivity and quality. Skims turned challenges into opportunities, using each obstacle as a stepping stone to success.
Skims is a great example of brand innovation and resilience, with lessons for any DTC brand aspiring to make such an impact.
Innovative Marketing
From day one, Skims has excelled in creating buzzworthy campaigns that resonate with a broad audience. From swiftly rebranding from "Kimono" to "Skims" after a cultural appropriation controversy to the Fendi collaboration that sold out in a minute, their approach is a textbook example of leveraging trends and cultural moments. They boosted their visibility with Olympic and Paralympic partnerships, tapped into popular culture with the White Lotus Valentine’s Day collection, and broadened their audience with the NBA and men’s wear launches. Each campaign showcases their strategic use of influencer collaborations and timely promotions to stay relevant and engaging.
Crisis Management and Adaptability
Skims didn’t have a flawless start. The initial name, "Kimono," sparked controversy and criticism of cultural appropriation. However, the brand's swift and transparent response transformed a potential disaster into an opportunity. They quickly rebranded and turned a potential disaster into a chance to build even stronger connections with their audience. This quick pivot, combined with a focus on body inclusivity and high-quality products, set the stage for Skims’ remarkable rise.
Embracing Body Inclusivity
Skims has set a new standard by offering shapewear in a wide range of sizes and shades. This commitment to inclusivity has not only broadened their customer base but also built strong brand loyalty. DTC brands should take note: making your products accessible to all body types and backgrounds can create a more meaningful connection with your audience.
Relatability and Personal Branding
Kim Kardashian’s personal brand is synonymous with luxury and style. Her credibility and style have given the brand a powerful endorsement that resonates with customers. DTC brands should consider the power of a relatable and trusted face behind the brand. Building a personal connection with the audience can significantly enhance brand loyalty.
Strategic Collaborations and Partnerships
Collaborations have been a key driver of Skims’ success. From a sell-out collection with Fendi to partnerships with the Olympics and NBA, these strategic alliances have expanded Skims’ reach and credibility. These collaborations are not just about co-branding; they are about aligning with partners that resonate with the target audience. For DTC brands, forming strategic partnerships can open new doors for growth and visibility.
The Power of Understanding Consumer Needs
Skims has shown a keen understanding of its consumer base, continuously evolving its product line to meet their needs. Whether it’s launching a menswear line in 2023 or catering to diverse body types, they’re always in tune with their audience’s needs. DTC brands should prioritize ongoing consumer research and feedback to stay ahead of market trends and customer expectations.
Image Source : GQ
Skims' transformation from a controversial start to a billion-dollar success highlights the power of innovation, adaptability, and deep consumer insight. It’s a masterclass for DTC brands on turning challenges into opportunities and building strong, inclusive connections.
Sources
DeStefano, Mike. Kim Kardashian's SKIMS Timeline. Complex, https://www.complex.com/style/a/mike-destefano/kim-kardashian-skims-timeline.
Battenhall. What We Can Learn From Kim Kardashian's $4 Billion SKIMS Empire.Battenhall, https://www.battenhall.com/blog/what-we-can-learn-from-kim-kardashian-4-billion-skims-empire-kardashians.
PR Newswire. SKIMS Announces the Official Launch of SKIMS Men's with All-Star Campaign Featuring Neymar Jr., Nick Bosa, and Shai Gilgeous-Alexander. PR Newswire, https://www.prnewswire.com/news-releases/skims-announces-the-official-launch-of-skims-mens-with-all-star-campaign-featuring-neymar-jr-nick-bosa-and-shai-gilgeous-alexander-301964675.html.
Fashion Network. SKIMS in Retail First for Men's Offer with END London Flagship Debut. Fashion Network, https://ww.fashionnetwork.com/news/Skims-in-retail-first-for-men-s-offer-with-end-london-flagship-debut,1635078.html.
Elle. Fendi x SKIMS Collaboration. Elle, https://www.elle.com/uk/fashion/a38063358/fendi-skims/.
New York Times. Kim Kardashian West Faces Backlash Over Kimono Brand Name. New York Times, June 27, 2019, https://www.nytimes.com/2019/06/27/fashion/kim-kardashian-west-kimono-cultural-appropriation.html.
People. Kim Kardashian Talks Changing the Name of Her Shapewear Brand. People, https://people.com/style/kim-kardashian-talks-changing-name-shapewear-brand/.