By Caroline Albert
HARMONY KORINE/ @Skims on Instagram
Lana Del Ray, Tate Mcrae, Sabrina Carpenter, Alex Cooper, Usher, Snoop Dog, and Charlie XCX are some of the celebrities that have collaborated with the popular clothing brand Skims.
Skims was founded in 2018 by Kim Kardashian, along with Emma and Jens Grede, to be an inclusive and diverse brand that focuses on creating quality shapewear and underwear. As the brand continued to grow, the founders decided to expand their product variety to include loungewear and menswear to increase their target market.
Even though Skims has amazing quality pieces, the company would not be as successful without its effective marketing of both its brand image and clothing collections.
As previously stated, Skims focuses its brand image on ensuring that its products and models are inclusive and diverse. For example, the company offers a large range of sizes as well as shades of skin tones for products designed to blend in with the consumer's skin. Even though these actions might seem small, they allow the company to appeal to a broader range of consumers, which inevitably brings in more revenue.
However, the brand’s message is not the only thing that makes Skims so captivating. Skims has brilliantly used celebrity collaborations to market new products to its target market. For example, the brand recently launched its holiday collection in collaboration with the rising pop star Tate McRae. McRae has recently gone viral for her new single “It’s Ok I’m Ok,” and this collaboration is sure to catch buyers' attention due to her growing popularity.
This is not the first time Skims has done this. Right around Sabrina Carpenter’s new album release, Skims partnered with her for their new lingerie release. Additionally, just before the Olympics commenced, the brand ran an American-themed campaign featuring Olympic and Paralympic athletes as models for a limited-time collection.
Staying up to date with current pop culture trends and celebrity icons has allowed Skims to grow in popularity because it keeps the brand relevant. The brand stays relevant by planning marketing campaigns to align with rising stars like Tate McRae and upcoming events such as March Madness or the Olympics. This sets Skims apart from other brands because these marketing campaigns ensure it remains trendy in the eyes of consumers.