Say what you want about Kim Kardashian, but her $4 billion shapewear brand speaks for itself. It’s no shock the launch of Skims sparked attention, but creating brand longevity takes a real strategy beyond celebrity branding. Skims has mastered this by leveraging collaborations beyond the purpose of visibility. Let’s break it down.
The Dawn of Skims’ Prominence
Skims emerged as a leader in the shapewear and loungewear market directly after their launch in 2019, rapidly overshadowing standing competition in the game. Built on Kim’s Kardashian’s powerful brand image as a cultural icon, it’s a non-negotiable that her status played a pivotal role in their ascent to greatness. Her personal brand exists behind beauty, body positivity and inclusivity, providing Skims immediate credibility in their mission. The company’s speed to respond to consumer trends and Kardahsian’s ability to create buzz, positioned them quickly as a frontrunner for shapewear and the fashion industry in general.
Getting to Know Skims: Collaborations as a Medium to Execute Values
From the jump, Skims differentiated themselves by deeply embracing their brand values and addressing the market gap for inclusivity in fashion, capitalizing on the demand for diverse sizes, shapes and skin tones. The execution of these values are flawless.
Several key initiatives include:
- Extended Sizing: Skims offers one of the most extensive size ranges in the industry, from XXS to 5XL, allowing individuals of all body types to find pieces that fit comfortably and flatter their shape.
- Diverse Skin Tone Options: The brand’s signature shapewear and loungewear comes in multiple shades that match a wide range of skin tones, celebrating diversity by providing options for all.
- Inclusive Marketing Campaigns: Skims’ advertising features models of various ages, ethnicities, body shapes, and sizes, presenting a broad spectrum of beauty and making it easier for a wide audience to see themselves visually in campaigns.
- Collaborations with Diverse Talent: Skims frequently collaborates with ambassadors and influencers from diverse backgrounds, including athletes and cultural icons, broadening the brand’s appeal and celebrating individuality.
- Adaptive Clothing: The brand recently introduced an adaptive collection, designed for people with disabilities, emphasizing accessibility and Skims’ commitment to being inclusive of all individuals.
Leveraging Celebrity Influence: Skims’ Key Collaborations
Celebrity endorsements are not a new phenomenon in PR and marketing. In the 1950s, Hollywood starlite, Marilyn Monroe, was selected to endorse Chanel No.5. In the 1980s, Basketball star Michael Jordan began promoting for Nike. These figures have played an enormous role in skyrocketing a brand’s presence and driving sales.
Over time, the role of celebrity endorsements has evolved, with brands now looking to harness not just star power but authentic influence to connect deeply with audiences.
Influence is the new currency and Skims gets it. The brand has leveraged celebrity clout and extremely involved fan-bases as a tool to increase brand presence, enhance credibility and engage consumers. Key collaborators include:
- Rising Pop Star, Sabrina Carpenter
- Podcast Queen, Alexandra Cooper
- Music Artists, Lana Del Ray, SZA & Ice Spice
- Comedian, Chelsea Handler
- Athletes, Nick Bosa & Neymar Jr.
Each of these individuals brings unique strengths and personalities to the brand image, keeping them culturally relevant and connected to distinct niches.
Leaping into Luxury: Elevating Brand Image
Expanding into the luxury market as a shapewear brand is bold, but Skims had no fear. In 2021, the Skims x Fendi collection combined the sleek, functional designs of Skims with the Italian fashion house’s high-fashion aesthetic, elevating Skims’ status. What sets this specific collaboration apart from others is the unique fusion of luxury with functionality, blending Fendi’s iconic monogram with Skims’ signature shapewear.
Similarly, the Swarovski x Skims collaboration featured embellished pieces that added a luxury sparkle to their product line. The inclusion of embellished pieces made Skims a player in the luxury fashion space without sacrificing its core focus on inclusivity and body positivity, differentiating it from other brand collaborations.
Unlike traditional collaborations, these collections were a rare blend of practicality and luxury, appealing to consumers seeking both comfort and high-end appeal. Not only did this strategic move introduce the brand to a more upscale audience but also reinforced its ability to blend luxury with everyday essentials. The best of both worlds.
Strategic Timing is Everything: Skim Syncing Collaborations with Launches
Skims’ timing is impeccable. They elevate the power of collaborations by aligning them with major pop culture moments and milestones for talent. The execution is nearly flawless, emphasizing the power of cultural relevance as a tool to drive further growth.
Let’s start with Usher. Moments after the R&B star crushed his Super Bowl half-time performance, Skims released a restock of their men’s collection riding on the wave of buzz around his name. This specific collaboration highlighted a new range of products, grabbing considerable attention to the brand’s items for men. The intention was not just to sell but rather create an experience, threading music into fabric to create an exclusive campaign.
Enter the ‘IT’ girl of the summer: Charli XCX. Embracing the energy of ‘brat summer,’ Skims seized an opportunity to capitalize on the season’s hottest trend. This vibrant lime green phenomenon swept the internet following the release of Charli’s album Brat.
Their new cotton collection served comfy yet form fitting items including cotton boxers, soft bralettes and fleece sweatpants – perfectly capturing the spirit of the carefree rebellion movement of ‘brat summer’.
“SKIMS empowers people to feel confident in their own skin, which is the essence of Brat, ” said Charli XCX in a press statement. “I am excited to be working with a brand that understands that comfort and style don’t need to be compromised.”
To keep momentum going, Skims made another crucial collaboration that set them apart, on the world stage. Literally. Skims rolled out their patriotic campaign this past summer at the 2024 Paris Olympics featuring the following Olympians and Paralympians:
- Gymnast, Suni Lee
- Paralympic swimmer Jessica Long
- Swimming, Caeleb Dressel
- Track & field sprinters, Gabby Thomas & Fred Kerley
- Soccer player, Nick Mayhugh
Collecting this impressive roster of athletes from Team USA to model in the new campaign, embellished the brand into the conversations of excitement leading up to the Olympic games.
Skims’ approach to collaborations is purely strategic. The decisions made aren’t simply to collaborate for clout; instead, they meticulously align collaborations with key cultural moments, to create more impact.
The Influencer Effect
Influence has quickly become modern-day currency. In the digital age, reach, engagement, and reputation are of utmost value. Skims not only recognized the direct impact of micro- and macro-influencers but developed a dedicated program to leverage them as a core marketing strategy.
The data behind creator mentions of Skims on social media is outstanding, 56K+ on Instagram and TikTok alone. From a content creation standpoint, the brand leveraged the user-generated content (UGC) to add a splash of true authenticity into their content strategy. Real people wear Skims. They utilized this pre-existing content for paid advertisements on Meta and TikTok through social media whitelisting.
What’s whitelisting? When an influencer gives a brand the ability to advertise a product via their personal social media accounts. This effectively positioned Skims as relatable and authentic while reinforcing their commitment to diversity.
Breaking Boundaries: Skims and Non-Fashion Collabs
Kim Kardashian has taken serious steps to evolve her personal brand over the years, and Skims has followed suit. Leveling up to luxury in the fashion industry was just the beginning; breaking into the expansive sports industry was their next bold move.
Skims repositioned themselves in the fall of 2023, locking in a partnership with the NBA, WNBA and USA Basketball. Standout athletes featured in the partnership include The Cleveland Cavs’ Shooting Guard, Donovan Mitchell, Former WNBA star, Candance Walker and WNBA’s LA Sparks rookie, Cameron Brink. The deal traced right behind the “Every Body is Wearing Skims” campaign, the brand’s first ever men’s line. Supported by male sports stars Shai Gilgeous-Alexander, Nick Bosa and Neymar Jr.
But what really stands out about this partnership is not the talent. Skims used sports as a vehicle to extend the brand and enter further into the male market, one that has been stagnant for years. While male sports fans probably know of Kim Kardashian, she’s not relatable to them. The fame, the luxury, the glitch and glam. This move by Skims bridges the gap between sports and fashion.
The second powerful message this partnership drives home is the shared vision of empowerment. Looking towards the recent rise of WNBA, this campaign sends a message to female athletes to embrace their body and challenge traditional beauty standards.
Let the Numbers Talk: Measuring Skim’s Success
Forbes valued Skims worth $4 billion, just after an enormous funding round of $270 million. Let’s be honest, not many celebrity brands have accomplished this. It’s clear the brand has convinced investors they have a strong, long lasting potential in the market and ability to execute their goals. Regardless, Skim’s ability to instantly capture and maintain an engaged consumer base is astonishing. In the first quarter of 2024, the brand received 456,000 repeated purchases, doubled from 2023.
Do you think they can keep it up?
Lessons from Skim’s Collaboration Masterclass
Collaborations are not a new technique in marketing. However, brands should look at them with a more strategically eye, using them as a vehicle to:
- Prioritize company morals.
- Expand into new markets & industries.
- Keep your image fresh, relevant & desirable.
- Adapt to evolving trends.
- Don’t be afraid to take risks and experiment with your delivery.
If there’s one more important takeaway from Skims’ breakout success, it’s the power of immaculate timing with their collaborations.
The power of collaborations kicks in when brands look beyond big names to tap into what truly resonates with their audience—who inspires them, and what shapes culture now. Aligning with major global events turns this strategy into a game-changer, making your brand part of the cultural moment, not just a product.
As strategic storytellers, we get to know your brand inside and out so we can craft your unique story and lead with your standout values at every stage of the conversion funnel.
