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Skims: How Kim Kardashian’s Shapewear Brand Took Over The World

Kim Kardashians’ shapewear line ‘SKIMS’ launched in 2019 and is now worth USD $4 million dollars, and is arguably one of the biggest shapewear brands to have ever existed. Whether you love or hate Kim, you cannot deny the size of her influence, success and marketing power. The Kardashians are the original apex influencers who perfected the model of conquering social media with intriguing content and popularity. SKIMS’ social media marketing strategy uses the same genius, leading to its apex position. Let’s delve into the social media strategy for SKIMS’, and how this can be employed for other brands.

The Current Shape Of Skims

Emma Grede, Jens Grede and Kim Kardashian founded SKIMS’ as an inclusive women’s shapewear brand. YouTube, Instagram, and TikTok are filled with thousands of videos users have uploaded raving about and reviewing Skims products. Below are the current stats:

Instagram: 5.8 million

Facebook: 430K

LinkedIn: 137K

TikTok: 1.3 million

Reddit: 5.3K

It’s also important to note here that Kim Kardashian is one of the main promoters of SKIMS on her own social media platform, and she is pulling huge numbers on social media (a shocker to absolutely no one)

Instagram: 364 million

Twitter: 75.1 million

Facebook: 35 million

YouTube: 2 million

These huge numbers are not surprising. With its size and shape inclusivity, high-quality materials, celebrity endorsements, and overall sensuous appeal, SKIMS is wildly popular with women worldwide.

Additionally, SKIMS does not limit itself to womenswear alone, which gives it more online reach. Recently, the brand became an official partner with the NBA, WNBA, and USA Basketball. So, with that let’s get into Skims social media strategy and how they’ve become the marketing powerhouse they are today.

Lana Del Rey Skims Valentine's Day Campaign
Image Credit: Skims

Celebrity Collaborations

The main face of SKIMS is Kim Kardashian, but there is also an entire family of SKIMS with all its collaborators. Earlier this year, we saw a Valentines Day collection advertised by Lana Del Rey. Lana Del Rey is the perfect person to represent the Valentine’s Day collection because she embodies every aspect of its colour scheme and portrayal of femininity. She didn’t have to go “out of character” for the collection’s photo shoot, which represents her image as much as it represents the products being marketed.

Not only did Del Rey’s fans love the iconic photoshoot, but the company experienced huge financial returns from it. It was publicised that the collection announcement amassed $13.7 million in media impact value within four days. Del Rey’s own Instagram post earned SKIMS more than $4 million. The products’ launch sold out within minutes and the website crashed from so many page visits.

SKIMS has also collaborated with Swarovski to create body jewellery and shapewear. The result was luxuriously iconic and immediately sought after. Swarovski also promoted this collab, adding to SKIMS’ marketing strategy.

Creating Content In Diverse Formats

SKIMS thrives online, and their social media strategy uses different platforms and formats to enhance their marketing initiatives. They create and posts visually appealing relevant content in video format, static posts and text. The brand uses static posts, reels, carousels, videos, shorts, stories, highlights, retweets, pins, and product ads.

Cardi B Skims Campaign
Image Credit: Skims

Have Solid And Consistent Branding

One thing about SKIMS: You know it when you see it. The brand is so incredibly recognisable. They offer a very minimalistic and shapely (shocker) design aesthetic. And whichever social media platform SKIMS is on, the brand’s account/channel has the same look and feel. The many hues of different beige and nude colours are one of the brand’s most distinctive features.

Skims Store
Image Credit: Skims

Promoting Inclusivity

One of SKIMS major themes is inclusion, and has product sizes from XXS to 5XL. They provide shapewear and intimate wear options to people of all sizes and promotes body positivity actively. SKIMS social media strategy promotes this inclusivity online, leading to more people flocking to the brand, and this goes all the way to their ‘fits everybody’ slogan.

Why Should I Care About This?

SKIMS is a perfect example of how social media and influencer marketing can ignite a brand to its fullest potential. No matter what company you run, you could always promote a unique selling point (like SKIMS inclusivity) or use influencer marketing similar to their Lana Del Rey collab. You can also do what SKIMS does by using clear and catchy hashtags increase likes and followers and make Skims content more shareable and findable.

At Ignite Search, we are specialists in influencer and social media marketing. About half of the whole world’s population (4.3 billion people) are active on social media platforms, where they spend an average of two and a half hours a day. This provides tremendous opportunities for your business to reap multiple benefits. View our blog for more helpful insights for getting your marketing back on track and turning your vision into results!


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