Kim Kardashian & Skims: A Marketing Masterclass in Unexpected Collaborations
First published on The Luxe Guide - Linkedin Newsletter - December 4, 2023
The Skims brand has dominated the shapewear and loungewear industry, currently valued at a staggering $4 billion. But what truly sets Skims apart is its mastery of unexpected and strategic brand partnerships.
Nyah Chapman, CEO of The Luxe List Media and curator of The Luxe Guide, we will delve into two recent collaborations – the Skims x NBA partnership and the Skims x Swarovski collection – to understand how Kim K is reshaping the marketing game.
Skims x NBA: Redefining Inclusivity and Athleisure
This seemingly unlikely partnership between a shapewear brand and major sports leagues is a stroke of genius. Skims, known for its body-hugging silhouettes, enters the lucrative sports apparel market, while the leagues project a modern and inclusive image by associating with a brand that resonates with a young, diverse audience.
Skims’ partnership with the NBA is not the brand’s first foray into sports. The shapewear brand was the official underwear of the U.S Olympic Team at the Tokyo Summer 2021 Olympics.
The partnership's brilliance lies in its multi-pronged approach:
Bridging the Gap: Initially Skims catered to women who want to feel comfortable and confident in their bodies, while the leagues represent athleticism and peak performance. This collaboration bridges these seemingly disparate audiences, creating new markets and cross promotion for both brands.
Authenticity Matters: Skims' pre-launch men's line featuring athletes like Neymar Jr. and Shai Gilgeous-Alexander established the brand as more than just shapewear. It's about a lifestyle that transcends gender and athletic pursuits. This laid the groundwork for the sports league partnership to feel organic and genuine.
Embracing Trends: Skims recognizes the booming sports apparel market and the cultural power of sports. This partnership taps into both, creating a win-win situation.
Skims x Swarovski: Diamonds and Skivvies? A Match Made in Branding Heaven
(Since we are talking about Diamonds, Skivvies is a fancy term for underwear, usually in a casual or playful context. It's a bit less formal than "underwear" and can sometimes have a humorous connotation.)
This collaboration might raise eyebrows, but it's pure marketing magic. Skims, the champion of comfortable confidence, teams up with Swarovski, the epitome of glamour. The result? Bodysuits and body jewelry that make you feel naked yet dripping in crystals – a bold celebration of self-expression and defying expectations.
We will take it!
Swarovski's creative director, Giovanna Engelbert, emphasizes shared values – women's empowerment, self-expression, and unapologetic authenticity. This resonates perfectly with Skims' core message and its loyal customer base.
Unexpected Collaborations: The Secret Weapon
While the Skims x NBA and Skims x Swarovski partnerships are recent triumphs, Kardashian has a history of unconventional collaborations that have propelled Skims to the forefront of the industry. Remember KKW Beauty and Ole Henriksen? Or the Skims and FENDI collection? Each collaboration, however unexpected, has strategically expanded Skims' reach and solidified its image as a brand that defies boundaries and embraces individuality.
Key Takeaways for Brands:
Seek Shared Interests: Look beyond the obvious. Find seemingly disparate brands that share values and can cater to overlapping audiences.
Reshape Perception Strategically: Craft a narrative that gradually evolves your brand image. Skims' men's line launch before the sports partnership is a perfect example.
Embrace Inclusivity: Consumers connect with brands that reflect their identities and values. Skims champions body positivity and diversity, attracting a wider audience.
Authentic Ambassadors Matter: Genuine connections between brand, influencer, and content are key. Although unexpected, Skims' athlete partnerships felt real, not forced.
Ride the Trend Wave: Identify cultural shifts and leverage them to your advantage. Skims capitalizes on the booming sports apparel market and the power of two cultural giants coming together.
Don't Be Afraid to Surprise: Unexpected collaborations, when executed with purpose, can be your most powerful marketing tool.
Kim Kardashians' Skims is a masterclass in strategic branding and unexpected partnerships. By defying conventions, embracing inclusivity, and riding cultural waves, Skims has cemented its place as a brand that understands its audience and knows how to make them feel seen, heard, and most importantly, confident in their own skin – crystals and all.
Kim, you did it again!
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