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Just 5 years since the launch, SKIMS was valued at $4 billion this year and founder, Kim Kardashian’s marketing strategy explains why her brand (that started with shapewear for women) has become so successful. Here’s why I am obsessed with Kim Kardashian’s tactics for marketing Skims and the lessons that you can apply to your social media strategy:

Collaborate with other brands

In the five years since its launch, Kim Kardashian’s connections in what seems like every industry have led her to partner with a broad range of brands. Partnering with the likes of Dolce and Gabbana, Swarovski, Fendi, Team USA, the NBA and the North Face plays an important role in introducing Skims to new markets and demographics. While most businesses don’t have Kim K at the helm to muscle in a partnership with huge household brands, small businesses should consider possible collaborations with other businesses in your area that will be mutually beneficial and expand your reach.

Celebrity endorsements

Kim Kardashian is the CEO of networking and she uses the friends that she has in high places to partner with huge celebrity names such as Usher, Paris Hilton, Naomi Osaka, Candice Swanepoel, Snoop Dogg, Nicola Coughlan, Lana Del Rey, Jude Bellingham, Sabrina Carpenter and more. This celebrity marketing is strategic; SKIMS is a lesson in reactive marketing and that collaborating with these high-profile celebrities and influencers comes with a purpose.

Kim partners with celebrities ‘de jour’, who are trending or even soon to be trending: for example, Bridgerton’s Nicola Coughlan at the time of the new series release, Sabrina Carpenter before Coachella, Jude Bellingham before the 2024 euros and Usher during the 2024 Super Bowl. Using well-known celebrities who are prominent in the news cycle to endorse SKIMS makes the brand seem desirable and credible, incentivising consumers to buy the product.

UGC & influencer partnerships

SKIMS leverages influencer and user-generated content (UGC) — known for working with micro-creators with a small, yet engaged, following. SKIMS sends products to influencers and creators that align with the brand’s target demographic, thus expanding their reach to these creators’ following. UGC adds authenticity to their marketing and influencer content situates skims’ clothing in the context of an aspirational lifestyle — influencing their audience to purchase from the brand. SKIMS also uses UGC and influencer marketing through their paid marketing efforts, including meta ads and promoting content on Tiktok through social media whitelisting (when an influencer grants a brand permission to advertise through their social media accounts).

Kim k-coded

SKIMS is not just a brand with a celebrity as the face. Kim Kardashian’s personal brand can explain SKIMS’ success. The brand makes sense. Kim has been known for her signature figure-hugging outfits and has shared her love of shapewear to enhance her figure, so the brand makes sense. She has shared the problems she faced finding the right shapewear. This personal story is the reason behind SKIMS – making the brand more relatable and authentic.

Kim also leverages inside jokes with her audience, creating an ‘ifykyk’ feeling. For example, featuring Kourtney in the Dolce and Gabbana promotion images, following their infamous feud over the brand, and recreating Y2K paparazzi photos of her and her ex-boss, Paris Hilton. This is a great example of how interactive marketing…

Inclusive representation

SKIMS tagline is ‘solutions for every body’ and size-inclusive shapewear is the cornerstone of SKIMS brand philosophy. With sizes ranging from XXS to 4X and a diverse range of skin shades, their marketing also reflects their position as champions of diversity, accessibility and inclusivity. The brand partners with celebrities and influencers of all ethnicities, ages and sizes to showcase how their garments look on different body types. Seeing is believing, and SKIMS realises its increased likelihood of converting customers if they see their body type reflected in the marketing.

While Kim Kardashian’s influence undoubtedly plays a role in the brand’s reach, SKIMS’ success goes beyond star power. By leveraging UGC, influencer partnerships and demonstrating authentic inclusivity, the brand has built a cult community online.