Original title: In addition to marketing, how can SKIMS change the market pattern of body shaping clothes?
Reprinted from: Chaoren
Like many people, Kim Kardashian may not have thought that his personal brand SKIMS has become popular on social media platforms recently because of its excellent "bulletproof performance".
Recently, a woman claimed on social media that she survived four shots because of wearing SKIMS body shaping clothes. Because the SKIMS body suit was very tight, it had the function of stopping bleeding accidentally. Later, she called SKIMS "women's armor". The heat of the matter kept growing, and finally even Kim Kardashian himself reprinted the video on Instagram. This obviously helped SKIMS carry out a wave of free positive marketing, and the effect is even greater than "deliberately".
Via TikTok
SKIMS is attracting the attention of countless women. At present, there are rich video content about SKIMS on mainstream social platforms such as YouTube and Tik Tok, and many bloggers release SKIMS on the platform as a way of drainage. Search SKIMS on the domestic community platform and still see a lot of people. Among the overwhelming topics about SKIMS, it seems that SKIMS has become an irresistible strong heat wave.
Via TikTok
SKIMS has gained a lot of attention on the Internet, and TMZ recently reported that SKIMS is now valued at about $4 billion (about 29 billion yuan). Compared with 2022, it has increased by nearly 1 billion yuan. At the same time, Wellington Management, an investment company, is also interested in a new round of financing for the American reality show star Kim Kardashian personal tight fitting brand SKIMS.
Via Instagram@skims
The ambition of SKIMS goes beyond that. Jens Grede, the co founder and CEO of the brand, said in an interview, "Just like Apple and Nike, there will be a SKIMS store anywhere in the world in the future". Over the years, SKIMS has been gaining momentum and has become the benchmark of Kardashian's family business.
Via Google
Different from traditional underwear brands, SKIMS seems to have obvious differences and has maintained a strong upward trend. All this also benefits from the fact that the founder has more than 300 million followers on Instagram, which naturally brings a lot of exposure to the brand and can also keep close contact with the new generation of consumers.
Via Instagram@skims
The success of social media has brought significant effects to SKIMS' revenue. SKIMS' sales in 2020 doubled year on year, and obtained the first round of financing, with a valuation of 1.6 billion US dollars, surpassing the Rihanna personal underwear brand Savage x Fenty invested by LVMH in the same period.
In this way, SKIMS worked hard bit by bit in the industry, and also accumulated some recognition in the fashion industry. It finally ushered in the first milestone in brand history in 2021. It launched a co branded series with LVMH's luxury brand Fendi, which was loved by consumers and quickly sold out once it was put on the shelves.
Fendi x SKIMS
SKIMS did more than that, and then cut into the underwear market from tights to launch related products. Underwear products are divided into three series: The Naked, The No Show and The Weightless. We also invited Tyra Banks, Candice Swanepoel and other supermodels and singers to shoot advertising blockbusters to promote and create momentum.
In the Tokyo Olympic Games and the Beijing Winter Olympic Games, SKIMS was selected as the designated underwear brand of the US national team. This news also caused widespread debate at that time.
via Google
SKIMS moves steadily step by step. With the gradual improvement of its popularity, Kim Kardashian is not satisfied with the status quo and further expands the "cake". At the beginning of February this year, SKIMS released the latest products of its brand - full size bikini and other swimming series made of quick drying fabrics and recyclable materials.
Via Instagram@skims
In addition, at present, SKIMS products also cover underwear, one-piece clothes, body shaping clothes, pajamas, coats, pants, dresses, knitwear and other categories. It can be seen that the rich product line has become the unique advantage of SKIMS.
Via Instagram@skims
With the expansion of business, SKIMS's total sales this year can exceed 1 billion dollars, which seems not far away. After listing and opening stores in a large area, the brand's valuation is expected to further rise significantly. SKIMS has also taken the first step in Asia. In 2021, with China as the anchor, it will first open physical stores in Shanghai and Hong Kong.
However, at present, because the global body shaping clothing market is still dominated in North America and Europe, of which North America has the largest share of sales revenue, accounting for only 13.65% of sales in China, the potential of China's territory is still to be developed.
Via Instagram@skims
SKIMS needs to be vigilant that the same brand Savage x Fenty is not waiting to die. In order to expand the market and seek growth, Rihanna also announced that she has resigned as CEO of Savage x Fenty, which may take precautions for listing. Savage X Fenty is also interested in entering the capital market, and has contacted Goldman Sachs and Morgan Stanley on related matters, with a valuation of $3 billion (about 21.4 billion yuan).
Via Instagram@skims
So why is SKIMS so popular with so many consumers? What's the difference? If you return to SKIMS with the above questions, you can also find the unique charm of SKIMS. Political correctness and inclusiveness seem to be SKIMS's distinctive temperament.
"Solutions For Every Body", just like the brand concept of SKIMS, the product pays attention to everyone. No matter what skin color, body shape, or age, you can find the answer on SKIMS and always find your own underwear.
Via Instagram@skims
When it comes to clothing, it is inevitable to avoid the problem of product comfort. But SKIMS is made of silk and elastic velvet fabric with a softer touch, combining fashion and comfort. Kim's own aesthetic is well integrated into SKIMS products. Kim's favorite earth color system is used, which is also reflected in the previous co naming of Kim and Beats. Extremely simple style, clean cutting, simple but not simple.
Via Instagram@skims
In the stereotype, body shaping clothes are more like a kind of binding and inconvenient dress for women, but SKIMS skillfully integrates body shaping clothes with home clothes, giving consumers more choices - more comfortable, safer, and presumably recognized by female consumers.
Via Instagram@skims
On the list of "The Most Influential 100 Enterprises in 2022" released by Time magazine, SKIMS, together with Apple, Amazon, Balenciaga and other industry leaders, was shortlisted, which is obviously the biggest recognition of SKIMS' achievements at present. According to the official data of Forbes, Kim Kardashian's latest wealth is $1.2 billion, which is three times that of her ex husband Kanye West, $400 million.
Via Instagram@skims
SKIMS has completed the transformation from a star brand of "Internet celebrity" to a commercial brand; Kim Kardashian has also become an entrepreneur from a reality show star. Kim has a good hand of cards, slightly adjusted and changed the marketing strategy, and then handed over the answer to the satisfaction of most people. Everything in the world is changing, only changes remain unchanged. Only by constantly adjusting and changing can we be comfortable in this market.
