When Kim K isn’t searching for her $75,000 diamond earrings in the ocean, she is also a very successful business owner.

In fact, she could buy the same earrings that she famously lost at least 10,000 times over with the money earned from SKIMS alone. The famous shapewear brand is said to be worth 4 billion dollars. So, I’ll let you do the maths on how many diamond earrings that would pay for… 

This woman is seriously standing on business.

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Undoubtedly, SKIMS has benefited from Kim’s celebrity status and personal brand. However, it would not be fair to say that this is the only attributing factor for the brand’s success. Kim’s brand was never going to be a flop, especially not on Kris’ watch. 

The brand has benefitted from a robust social media strategy that leverages all the latest social media trends including the use of macro-influencers, micro-influencers and UGC - all of which promote the brand’s unwavering message of inclusivity and diversity. 

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She doesn’t miss a single trick. 

So, let’s take a further look at the factors playing into the $4b SKIMS social media strategy…

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1. Skims have their core values locked in 

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Before writing this blog, I had never bought from SKIMS, never followed them, and never looked at their website. However, I knew that the brand provides high-quality and inclusive shapewear that stands out from its competitors. There is power in that. 

I knew this because the brand’s USPs are reiterated in thousands of videos across social media - in their viral organic social media posts and paid media campaigns. 

And they don’t just say it, they show it.

For example, the brand offers products in 10+ skin tones and the designs are available from size XXS to 5XL. This is shown by SKIMS using a diverse pool of creators who showcase the products, demonstrating how the products are inclusive, without always having to explicitly mention the exact product range. 

Not only do they cater to a wide range of sizes, but they also use a wide range of ages in their campaigns - taking inclusivity one step further. The first official model for SKIMS was 66-year-old Alice Marie Johnson (the woman Kim freed from prison on June 6th 2018). It’s fair to say that this campaign came with a story. 

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2. Both macro and micro-influencers all have a seat at the Kardashian’s dinner table

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As mentioned previously, I have never followed SKIMS, but I had seen a LOT of their content (and so, heard their message multiple times). This is because the brand takes a very serious approach to influencer marketing, making them almost impossible to miss as content is posted to creator accounts, as well as the SKIMS brand accounts - on Instagram and TikTok. 

Storyclash data shows that SKIMS mainly works with creators in the U.S, but also some in the UK, Germany, and Canada. Their Instagram influencer videos typically rake in 130k+ views, with a potential audience of 540.1m. These videos have the potential to reach followers as well as non-followers, allowing new users to discover the brand through organic and paid social videos. 

SKIMS influencer programme is open for anyone to join, with their influencer sign-up form readily available on their website, and over 50% of their influencer collaborations are with nano-influencers and micro-influencers. SKIMS also leverages celebrities and macro-influencers to promote the brand and its core values. 

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SKIMS ensures influencer partnerships work effectively by: 

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1 - Checking that all creators reflect the brand’s business goals and values 

2 - Timing partnerships with new product releases and key marketing events

3 - Cross-posting content to their main page and securing ad usage for maximum exposure

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3. Reactive and engaging content 

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SKIMS builds brand love by sharing content that their users actually want to see.

Just how many videos can you make showcasing the SKIMS product? The answer is A LOT. 

The brand has tapped into just about every content trend in the fashion niche. Some examples include:

• GRWM
• Morning routines
• Get dressed with me
• Style with me
• 3 reasons to buy
• Occasion fits
• Try on
• 5 reasons to love

… and many many more.

The secret is to keep your content fresh by tuning into seasonal trends, as well as social media trends (and even combining the two - e.g. GRWM - spring edition) 

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Find 25 top-performing hooks for fashion brands here:

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Have a look at our TikTok for yourself.

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4. Partnerships and product drops 

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FOMO marketing is something we see successful brands leveraging time and time again. 

SKIMS is constantly releasing limited product drops and partnerships that appeal to its audience. For example, the brand released a limited collection with Fendi, and made $1 million in one minute when it launched - selling out almost immediately. Through a deep dive into SKIMS email marketing, it was noted that “on average, the brand sends five emails per week to its list announcing new product drops, restocks of popular products, retail collaborations, and direct CTAs to purchase.” 

SKIMS are keeping up with demand and constantly reinventing their marketing approach to stay current. They aren’t just playing into trends, they’re setting them. The limited nature of products also makes them even more desirable, and being within the pool of people who managed to attain a hot release gives purchasers an instant dopamine rush. 

Product drops are also very cleverly timed with seasonal and societal trends.

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Let’s explore the collaborations SKIMS has made so far in 2024: 

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SKIMS X Lana Del Ray

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This Valentine's, SKIMS collaborated with Lana Del Ray for an iconic collection that caused quite a stir. Lana Del Ray was a perfect candidate for this collection, and fans of the brand thought so too - with the Instagram post receiving almost half a million likes. 

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‍SKIMS X NBA 

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SKIMS has collaborated with the NBA to create a mutually beneficial partnership. As Forbes discusses, the “men’s underwear category has been stagnant for years” and this clever move benefits both parties. Forbes explains this simply - “just as SKIMS seeks new male customers, the NBA wants to attract more female fans”. 

If there is an opportunity, you bet that Kim is acting on it. 

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SKIMS X Sabrina Carpenter 

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Sabrina is the current ‘IT’ girl, and with her target audience being largely young females, this is a collaboration that makes sense for both the SKIMS brand and Sabrina. 

With the idolisation of Sabrina hitting its peak, it makes sense that SKIMS capitalise on her popularity and make sure she is head to toe in their shapewear. 

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5. Community and audience engagement 

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So, it is clear that SKIMS are putting huge efforts into their organic social presence, but it doesn’t stop at posting. 

Diving deeper into their Instagram comment section, SKIMS is always seen to be working on its inclusive product range and its product offering. The comments section across Instagram and TikTok acts as a constant feedback channel for the brand - with customers making suggestions and asking for new product features.

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This real-time feedback helps with NPD and ensures that the brand stays at the forefront of the market. In turn, this shows the brand is listening to its audience, and their voices are recognised and considered - creating a community around the brand. 

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In conclusion:

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To sum up, SKIMS is a brand that is leading the pack when it comes to social media strategy. SKIMS is the perfect example of what can be achieved when you constantly adapt, leverage trends, and have Kris Jenner as your manager. 

Kudos, SKIMS.

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If you run an e-commerce brand and are looking for a digital marketing partner to take your business to the next level, book a call with one of our team.

Written by Jody Lynch - Content Marketing Executive

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