When it comes to the most popular and fashionable brands in the world this year, Skims is definitely on the list.
It is the "top online celebrity" Kim Kardashian's brand, since then it and Fendi, Swarovski do joint big bang, and NBA cooperation broke into the sports circle. What's more, as a brand founded in 2019, Skims has reached a valuation of $4 billion, more than fashion brand Tom Ford and outdoor brand Patagonia, and even Time magazine has rated it as "one of the most influential companies."
Now, Skims is also quietly landing on domestic social media. At the same time, it has also become a sought-after overseas purchasing goods, and even attracted some clothing factory stores to launch a "flat replacement model." This heat can not help but make people wonder whether the push hand deliberately, or really brought the "dimensionality reduction blow"?
It is said that whether it is domestic or overseas, network red brands are never rare, but most of them are short-lived. Why has Skims been so successful and so popular with both the public and the capital markets? When the Internet celebrity label is removed, what is the cause of Skims' success?
Internet celebrity items have long been numerous, but a skirt can be dubbed "God dress" and appear on major domestic and foreign social media, which is obviously not so simple.
American reality TV star Kim Kardashian's bodysuit brand Skims was launched in September 2019, and the brand, which has been established for more than three years, achieved $400 million in sales in 2022. Last year, investors valued the brand at $3.2 billion.
Kim Kardashian in the middle is wearing SKIMS. In the Tokyo Olympic Games and the Beijing Winter Olympics, the young SKIMS was selected as the designated underwear brand of the United States national team, which caused hot discussion at that time;
In 2021, the long-preheated "Fendi x Skims" co-branded capsule series officially released a complete LOOK and began to sell. This can be said to be the top-tier luxury brand Fendi so far the most groundbreaking co-branding attempt. Fendi's cooperation with SKIMS has opened a new marketing breakthrough, and SKIMS has also officially appeared in the luxury fashion circle, and its brand value is self-evident.
In November of the same year, Kardashian announced that SKIMS would soon enter the Asian market, starting with China and opening physical stores in Shanghai and Hong Kong.
In 2022, SKIMS was included in the "100 Most influential Companies in 2022" list published by Time magazine, along with industry leaders such as Apple, Amazon and Balenciaga.
SKIMS plans to open its first flagship store in Los Angeles in the first half of 2024, followed by a second flagship store in New York. According to Jens Grede, co-founder and CEO of SKIMS, "Just like Apple and Nike, there will be a Skims store anywhere in the world in the future."
There is nothing new under the sun, Internet celebrities start their own products, and it is not unusual for social media to create a popular brand. However, no amount of marketing, even hundreds of millions of social media followers, can create a billion-dollar brand in less than five years.
SKIMS's success is impossible to predict, but there are signs. From the Internet celebrity brand to the "global top 100 brands", today we analyze how SKIMS products and marketing road go!
1.Underwear and shapewear market demand remains strong
The growth of the global shapewear and underwear circuit remains strong, and global consumer demand remains strong.
According to Allied Market research, the global lingerie market is expected to reach $325.36 billion in sales by 2025, and domestic brands, sensing a market opportunity, have successively begun to deploy overseas business.
After a number of domestic products such as inside and outside and banana inside have grown to a certain volume, they have also begun to explore overseas markets and seek new market increments.
From the perspective of consumers, most of the printing and design of the traditional underwear industry are based on the standard model's body, but not all women have the perfect body of Victoria's Secret angels; The shift from pleasing others to pleasing oneself has brought new demands to the underwear market.
2.What is the magic of SKIMS in a dress?
The original brand inspiration for SKIMS came from Kim's own difficulties in finding suitable products for design and tailoring, so she designed and produced the desired shapewear by herself from various aspects such as fabric selection, cutting and stitching, and dyeing.
(1) So what is so special about SKIMS?
01 Inclusive range of colors and sizes
SKIMS 'brand concept is "Solutions For Every Body" Just as Fenty Beauty launched SKIMS, a foundation in 40 shades, it focused on inclusivity from the start.
Many of SKIMS 'core shapewear products are available in nine different shades of nude, covering multiple sizes from xxs to 4x, to meet the needs of consumers with different skin tones and shapes.
02 Focus on comfort
SKIMS is made of soft silk and elastic velvet fabric, which can be worn at home and casual. It can be said that the fashion sense and skin friendly experience are combined. During the pandemic, sales of SKIMS soared because of their combination of comfort and chic.
Kim's own aesthetic is perfectly reflected in SKIMS 'products, with earth color matching and crisp tailoring, all showing the minimalist aesthetic that the brand values.
03 Blur the definition of clothing and the boundaries of the occasion
SKIMS specializes in the borderline integration of underwear, shapewear and home wear, combining high-tech design with lasting comfort.
In the past, shapewear was more like a restrained and controversial clothing to wear, but SKIMS turned shapewear into a home wear that can be worn at home, giving consumers a more comfortable, more diverse and safer solution, which has been recognized by many women.
It should be noted that SKIMS 'rich product line is also its unique advantage. At present, SKIMS products have covered underwear, onesies, shapewear, pajamas, outerwear, pants, dresses, knitwear and other categories, and last year also entered the swimwear track, launched by the quick-drying fabric and recyclable materials made of full-size bikini and other products, so that SKIMS has a rich choice and more broken.
3.How to do brand marketing for Kardashian, who is the best at marketing?
Compared with traditional lingerie brands such as Victoria's Secret that struggle with brand positioning, SKIMS has maintained a strong momentum since its launch and has maintained a close connection with the new generation of consumers. With 360 million Instagram followers, founder Kim not only naturally brings a lot of exposure to the brand, but also uses his influence to drive a series of powerful marketing events.
Where Kim Kardashian excels in marketing is that she doesn't spend money on traditional advertising, turning instead to her loyal social media following. Young people have the world, who can create heat among young consumers, who can master the right to speak in the market.
While you might expect middle-aged men to be her main fans, millions of Kim Kardashian fans are actually women between the ages of 15 and 55. A woman likes to observe her lifestyle, how she spends money, where she goes on vacation, what she wears. Many of these fans are followers of her own clothing and style, and are also seed users of SKIMS.
To date, SKIMS has more than 6.7 million followers on its social network, That includes 5.1 million Instagram followers, 118,000 Twitter followers, 391,000 Facebook followers, 19,500 Pinterest subscribers, 35,900 YouTube subscribers and 1.1 million TikTok followers.
01 Cooperate with celebrities to seize the social media high ground
One of the greatest strengths of the SKIMS brand is Kim himself.
On the basis of her influence, a start-up brand can get many marketing opportunities to cooperate with stars in the early stage; SKIMS has worked with celebrities such as Snoop Dogg, Rosalia, Chelsea Handler, Brooke Shields, Juliette Lewis, Becky G, Cassie, and Indya Moore. More have invited a number of Victoria's Secret supermodels, singers to shoot advertising blockbusters, causing concern.
For example, recently SKIMS invited raye, the popular icespice girl icespice and other singers and stars to shoot the brand's new series of advertisements.
SKIMS also uses celebrity power in event marketing. The brand's Valentine's Day limited series this year invited Simona Tabasco and Beatrice Granno of the popular American TV series "White Lotus Resort" to shoot this group of "Valentine's Day blockbusters" for SKIMS, and the heat is understood by SKIMS.
In addition, Kim herself is the soul of SKIMS, not only the founder, but also the most persuasive spokesperson for the brand.
She posts frequently on social media, showcasing her products and adding authenticity and accountability to the brand, much like Rihanna's involvement with Fenty. The Kardashian family and its celebrity friends also often wear SKIMS in street photos, virtually expanding the influence of the brand through the circle.
(Rihanna) Like Fenty. The Kardashian family and its celebrity friends also often wear SKIMS in street photos, virtually expanding the influence of the brand through the circle.
02 Building SKIMS as a social currency
SKIMS is attracting the attention of countless women. At present, videos such as "SKIMS evaluation" are extremely rich in Youtube and Tik-Tok, and SKIMS has become the "traffic password" in overseas bloggers, social networking and video platforms.
Two years ago, the SKIMS body shape video has reached 10 million hits at present. Recently, some SKIMS new series of fitting and evaluation videos have also gained millions of views in two months. The most popular grass sharing community platform in China, small Red Book, just search "SKIMS", there are tens of thousands of real assessments to share.
When SKIMS has become an irresistible trend, it is inevitable that young girls on social networks will be sucked into this fashion vortex, and in the overwhelming reviews, Amway and grass, SKIMS searches and orders have achieved considerable growth.
03 Weave Tik Toker's network of influence
One of SKIMS 'social media marketing tools is influencers, with a veritable army of content creators on social media.
In TikTok's layout, each TikTok on the SKIMS channel will have a KOL shoot a video introducing the latest product release, showing how to style the product, talking about their favorite SKIMS, or inviting fans to participate in GRWM (a kind of video content similar to washing videos).
This content is displayed under the @skims tag, indicating that the video has been sent to the brand for publication, and then it tags the creator, enabling interaction with the vlogger in this form.
04 Topic Marketing
SKIMS naturally also play tag marketing, TikTok has not only the most popular #SKIMS, but also the more product-specific content such as #SKIMStryon, #SKIMSswim and #SKIMShaul, as well as #SKIMSdress.
By running a hashtag on social media, you can easily leverage a stream of subsequent traffic, since users who follow the topic can easily find all the content that uses the hashtag. Repeating a particular hashtag is also more viral, after all, users of platforms such as tik tok, instgram, and YouTube will imitate the most popular hashtags.
Kim Kardashian's own experience is very dramatic, but no one can deny her talent for marketing. SKIMS belongs to a brand that was born in Rome because it is backed by Kim, a global leader; Therefore, the same type of sea underwear brand will not be able to enter overseas by completely copying the marketing strategy of SKIMS, but there is no shortage of marketing ideas that can be used for reference.
4.Several inspirations of DTC brand
While most brands are not behind such well-known and influential founders as Kardashian, SKIMS 'marketing ideas are worth the analysis of lingerie brands in the sea:
(1)The brand concept needs to embrace the diversified and personalized aesthetic taste and values of the Z era:
In the past, "non-standard" consumers were the elephant in the room, rarely seen or deliberately ignored by brands. Now, the social concept of women's liberation and the aesthetic concept of inclusiveness are supported by physical brands in the commercial market. Shapewear/underwear brands represented by SKIMS and Savage x Fenty fully embrace consumers of various shapes and genders who are ignored by mainstream underwear brands. With the power of brand products to break the past for the perfect devil body mainstream aesthetic narrative. Coupled with the influence of top flow network red, mature hierarchical marketing, SKIMS empire from this.
(2)Leverage influence with the help of others:
Brands with sufficient budgets can choose to cooperate with Kols of different magnitude, adopt a hierarchical red person marketing matrix, from the head star, KOL to TikTok and other platforms, choose people who meet the brand positioning, carry out diversified cooperation, and quickly form brand potential energy.
If there is no star flow support, it is more necessary to use the relevant KOL influence. SocialBook has 16 million + celebrity resources from North America, Europe, South America, Southeast Asia, Australia and New Zealand, the Middle East and other eight regions in the world, involving technology, e-commerce, games, finance, beauty, fashion, home, social networking, food, tourism and many other industries, to provide your brand with professional overseas marketing services.
Post time: Sep-10-2024
