How SKIMS Cracked the Code of Inclusive Marketing and E-Commerce Domination with $4B Brand

Written by: Rinal Rangani

How SKIMS Cracked the Code of Inclusive Marketing and E-Commerce Domination with $4B Brand

In the world of shapewear, where things were usually dull and neutral, Kim Kardashian West decided to do something different. Enter Skims, a brand that appeared in 2019, breaking norms and introducing inclusive, comfy, and stylish undergarments. But Skims' success isn't just about cool designs and vibrant colors it's a story of savvy branding, smart marketing, and a strong partnership with the Shopify e-commerce platform. So, let's explore the secrets of Skims, a billion-dollar empire built on a mission to redefine shapewear for everyone.

Skim: creativity in building a successful brand.

Launch Of SKIMS

Kim Kardashian, along with her sisters, started Dash, her first clothing line, marking the beginning of her fashion journey. However, it was Skims, her shapewear brand launched in 2019, that truly revolutionized the fashion scene.

Skims aimed to embrace diverse body shapes, offering inclusive solutions for women of all sizes. Leveraging social media and smart marketing, Kim quickly turned Skims into a massive success. The brand's commitment to inclusive sizing struck a chord with customers seeking more options in shapewear.

In a short time, Skims achieved a valuation of over $4 billion, showcasing Kim's entrepreneurial prowess. Her journey highlights the power of determination and creativity in building a successful brand.

The Branding Brilliance of SKIMS

SKIMS, Kim Kardashian's shapewear line, stands out for its inclusive approach, offering a diverse range of sizes and styles. Prioritizing comfort, SKIMS goes beyond traditional shapewear, emphasizing soft fabrics and innovative designs. It blends fashion and function with trendy cuts and bold colors, transforming shapewear into a visible style statement.

Kim's personal involvement adds authenticity and celebrity influence to the brand. SKIMS isn't limited to shapewear; it expands into loungewear and accessories, creating a holistic brand experience. Committed to transparency and ethics, SKIMS uses recycled materials, appealing to socially conscious consumers.

Skims: creating a holistic brand experience

Beyond products, SKIMS builds a community through social engagement and influencer collaborations, fostering brand loyalty. In essence, SKIMS redefines shapewear by celebrating diversity, prioritizing comfort, and creating a fashion-forward, ethical brand.

Marketing strategies of SKIMS

Now, let's explore the owned media of the brand. SKIMS boasts a substantial 5.6 million followers on Instagram and a noteworthy 1.2 million subscribers on TikTok. Surprisingly, the brand is absent from other platforms like Facebook or YouTube.

Rather than spreading thin across numerous channels, SKIMS has opted to focus on the ones most relevant to their target audience. It's a case where having fewer platforms proves to be more effective.

Now, let's delve into the strategies SKIMS employs on TikTok and Instagram.

Instagram Strategy 

"About 80% of the brand's Instagram content consists of stories, with reels making up 1% and traditional posts at 19%.

Skims: their content is making a positive impact.

You'll often see models, influencers, and Kim Kardashian herself rocking the brand's gear in posts – because, let's face it, would you expect anything less from Kim? The styling is all about embracing the sultry side, and the brand doesn't shy away from sharing provocative photos. To grab attention, they rely on eye-catching images and pair them with captions that spill the tea on product details.

The Instagram stories follow a similar trend. Check out influencers and models flaunting the brand's shapewear in the latest stories.

nfluencers and models flauntingskims: the brand's shapewear in the latest stories

Over the past six months, the brand's following has shot up from 5 million to 5.6 million, hinting that their content is making a positive impact."

Tiktok Strategy

The company shares popular videos of their innovative shapewear on TikTok.

In the last 12 months, they've posted around 1.6k TikTok videos. A total of 928 Creators have discussed SKIMS in these videos. The potential reach of influencer videos is huge, reaching up to 540.1 million people and getting an average of 132.1k views.

TikTok Creators cover a range of topics, from showcasing the latest products to featuring maternity and wedding attire. Ice Spice, an influencer and rapper, posted a viral video supporting SKIMS's latest shapewear campaign, which garnered 18.3 million views.

Kim Kardashian often appears in the brand's own TikTok content.

Skims: Kim Kardashian often appears in the brand's own TikTok content.

Over the last six months, the brand has shared 313 TikTok videos. However, the interaction rate is relatively low at 0.4%. Considering 1% as a baseline, there's room for growth.

Analyzing the brand's TikTok KPIs further indicates that although the number of followers is increasing, currently at 1.2 million, likes and comments have plateaued recently.

Business Model of SKIMS

DTC Model Boosts Success:

  • SKIMS' success is anchored in its direct-to-consumer (DTC) business model.
  • This approach diverges from traditional retail channels, focusing on direct connections with consumers for brand loyalty and a distinctive shopping experience.

  • Control Over Customer Journey:

  • Embracing the DTC model allows SKIMS to eliminate intermediaries.
  • This, in turn, grants the brand greater control over the entire customer journey, starting from product creation and extending to the final purchase.

  • Personalized Interaction and Insights:

  • The streamlined DTC approach ensures a more personalized interaction with customers.
  • SKIMS leverages this to gather valuable insights into consumer preferences and behaviors.

  • Competitive Pricing Advantage:

  • SKIMS' DTC strategy plays a pivotal role in maintaining competitive pricing.
  • Bypassing additional costs tied to third-party retailers enables SKIMS to offer high-quality products at attainable prices.

  • Balancing Luxury and Accessibility:

  • Striking a balance between luxury and accessibility is a hallmark of SKIMS' pricing strategy.
  • The brand manages to offer premium products while keeping them accessible to a broader audience.

    Skims: Balancing Luxury and Accessibility

  • Online Platform Enhancements:

  • SKIMS utilizes its online platform to provide a seamless and user-friendly shopping experience.
  • This includes easy navigation, secure payment options, and efficient customer service.

  • Shopify was the perfect fit for SKIMS

    When Kim Kardashian West embarked on transforming shapewear with SKIMS, she needed an e-commerce platform that could handle the unique challenges of her ambitious vision. Shopify, the e-commerce powerhouse, emerged as the perfect partner for SKIMS' explosive growth and innovative spirit.

    Shopify was the perfect fit for SKIMS

    Scalability at its Core:

    SKIMS, from a limited launch to a global phenomenon, required a platform capable of rapid growth. Shopify's robust infrastructure ensured smooth order processing and a seamless shopping experience, even during peak demand.

    Flexible Customization:

    Beyond selling shapewear, SKIMS aimed for a body-positive, inclusive brand experience. Shopify's flexible design tools enabled SKIMS to customize their online store, reflecting their brand identity through sleek visuals and diverse model representation.

    SKIMS aimed for a body-positive, inclusive brand experience.

    Global Accessibility:

    With a goal to empower and celebrate bodies worldwide, Shopify's built-in international support simplified reaching customers globally. Intuitive checkout systems with multiple language and currency options made global transactions seamless.

    Data-Driven Insights:

    Shopify's analytics tools provided SKIMS with valuable insights into customer behavior, preferences, and purchase patterns. Informed decisions about products, marketing, and website optimization resulted in increased ROI and customer satisfaction.

    Efficient Inventory Management:

    Managing diverse and limited-edition collections required efficient inventory systems. Shopify's stock management tools provided real-time updates, ensuring smooth order fulfillment and preventing delays.

    Skims: Efficient Inventory Management

    Community Building:

    Skims focuses on fostering a community around body positivity. Shopify's social commerce features integrated social media into the shopping experience, allowing customers to share stories, connect, and leave reviews, strengthening the brand's community engagement.

    Booming of SKIMS

    • SKIMS saw a gap in the shapewear market where traditional options were uncomfortable and limited.
    • Strategic partnerships with diverse influencers help spread the brand's message and attract new customers.
    • Partnering with celebrities like Megan Thee Stallion and Paris Hilton creates buzz and expands SKIMS' appeal to wider audiences.
    • SKIMS successfully goes beyond the US market, reaching diverse global audiences with different tastes and body types.
    • With a commitment to innovation, inclusivity, and customer satisfaction, SKIMS is set for ongoing growth. 

    Also read:- Why Do Brands Use Shopify? Because you don't use Shopify.


    SKIMS, Kim Kardashian West's revolutionary shapewear brand, has not only disrupted the industry with inclusive designs but also achieved billion-dollar success. The brand's strategic marketing, commitment to diversity, and ethical practices have resonated globally. Partnering with Shopify was a key element in SKIMS' triumph, leveraging the platform's scalability, customization, and data-driven insights. As Tameta Tech, an e-commerce studio specializing in Shopify, we recognize the significance of strategic partnerships and innovative platforms in achieving remarkable online success. SKIMS' journey with Shopify serves as an inspiring example of how a brand can leverage the right tools to not only meet but exceed customer expectations, paving the way for ongoing growth and influence in the competitive world of e-commerce.


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