In the saturated world of fashion, breaking through the noise requires more than just a good product—it demands strategic branding, influencer marketing, and social media mastery. Enter Skims, Kim Kardashian’s shapewear and loungewear empire, which has skyrocketed to success through a well-calibrated blend of celebrity partnerships and digital engagement. But how did Skims position itself as a multi-billion-dollar brand in such a short span? The answer lies in an astute mix of PR, communications, and marketing strategies that have turned it into a global phenomenon.
The Power of Celebrity: A Star-Studded Playbook
Kim Kardashian, a branding genius in her own right, leveraged her star power and industry connections to build a network of influential ambassadors for Skims. From A-listers like Cardi B and SZA to sports icons such as Neymar and the U.S. Olympic team, Skims has aligned itself with diverse and widely admired figures to appeal to various demographics.
Celebrity endorsements create an aspirational yet accessible image. According to Harvard Business Review, “Consumers perceive products as more desirable when endorsed by figures they admire” (HBR, 2023). This strategy is evident in Skims’ campaigns, where stars showcase the brand’s products in a relatable, everyday fashion, making fans feel they
can embody the same confidence and comfort.
Social Media: The Digital Playground for Success
Beyond traditional endorsements, Skims thrives on social media’s ability to generate hype and foster direct consumer engagement. The brand’s Instagram and TikTok pages serve as digital storefronts, featuring user-generated content, behind-the-scenes glimpses, and interactive polls to keep followers invested.
One of Skims’ biggest wins came from viral marketing. The brand strategically seeds products to influencers, often sparking organic conversations. For instance, when TikTok star Alix Earle posted an unboxing video of Skims’ latest drop, it garnered millions of views overnight, proving how digital-first marketing can yield instant visibility. As Forbes notes, “Gen Z and Millennials are more likely to purchase based on peer recommendations and influencer credibility rather than traditional advertising” (Forbes, 2023).
While celebrity endorsements and social media are crucial, Skims also employs strategic PR messaging to set itself apart. Unlike conventional shapewear brands that often focus on unattainable beauty standards, Skims markets itself as inclusive, offering an extensive size range and diverse skin tones.
This inclusivity isn’t just a tagline—it’s woven into the brand’s DNA. Campaigns frequently feature models of all body types, reinforcing the message that Skims is for everyone. This commitment to authenticity has translated into brand loyalty and a strong emotional connection with consumers.
Interview with Lloyd Djirosee
To further explore the impact of Skims’ marketing strategies, I interviewed Lloyd Geros, a senior at the College of Worcester. Here are some key takeaways from our conversation:
● Celebrity Endorsements: Lloyd admitted that he primarily associated Skims with women’s
clothing. However, learning about endorsements from athletes like Neymar broadened his perspective and piqued his interest in the brand, demonstrating the power of diverse celebrity endorsements. He stated, “Like that really, actually makes me impress and be like, hey, you know what? Like, maybe we might need to take a look at it, you know?”
● Social Media Impact: Lloyd confirmed the importance of social media, especially Instagram, in discovering new brands and staying updated on trends. He acknowledged Kim Kardashian’s massive Instagram following and its contribution to Skims’ brand awareness. He noted “Definitely, I feel like a lot of Kim Tadashi revenues come on Instagram because, you know, she has a lot of Instagram followers…So yeah, I feel like it’s a smart marketing brand. Because, I mean, who isn’t on social media for sure?”
● Inclusivity and Diversity: Lloyd recognized Skims’ focus on diverse skin tones and appreciated seeing products that complement various complexions. He mentioned observing me wearing Skims and being impressed by how well it matched my skin tone, highlighting the effectiveness of Skims’ inclusive approach. He stated, “And I feel like that’s just so cool, because I’m pretty sure I’ve actually seen you wear like, a skin product before, and then you actually, like, like, went so well with your skin. And I was like, wow.”
● Dream Celebrity Endorsements: When asked about celebrities he’d like to see endorse Skims, Lloyd suggested Alex Pereira and Michael B. Jordan, indicating a desire for representation and connection with figures he admires. He mentioned, “if I would see Alex Pereira, I wear skims, I’ll probably easily keep Yeah, yeah. Or if I used to, if I was to call someone, uh, who’s probably more of my skin tone…someone like that, yeah.”
Skims’ meteoric rise is a testament to the power of a well-executed marketing strategy that seamlessly integrates PR, social media, and celebrity influence. By combining these elements with an authentic brand narrative and consumer feedback, Kim Kardashian has transformed Skims into a case study for future fashion entrepreneurs. In an era where digital engagement is king, Skims is not just shaping bodies—it’s reshaping the business of fashion.
References:
Calcagno, M. (2024, July 23). All the musicians who have posed for SKIMS. Retrieved 13 February 2025, from Billboard website: https://www.billboard.com/photos/
musician-skims-models-1235734106/
Cunningham, K. (2024, February 22). Are Skims campaigns the new Vogue covers? Retrieved 13 February 2025, from Vox website:
https://www.vox.com/24079335/
skims-explained-usher-vogue-cover-victorias-secret-legacy
Malach, H., & Teti, J. (2024, December 16). Skims campaigns 2024: Lana Del Rey, Sabrina Carpenter, Charli XCX and more $$PHOTOS]. Retrieved 13 February 2025, from WWD website:
https://wwd.com/fashion-news/fashion-scoops/gallery/skims-ads-photos-1236435123/