SKIMS, Season 1, Episode 1

If you've written off SKIMS as a cash grab from Kim Kardashian, you've been missing an opportunity to learn from a masterfully executed brand. Join us as we jump into the team, product, and marketing tactics behind why SKIMS works.

Podcast 44:29 | Download | Spotify

Join us as we unravel the phenomenon of SKIMS, the shapewear empire co-founded by Kim Kardashian that has soared to a $4 billion valuation. Beyond the glitz of celebrity endorsement, we explore the brand's strategic market choices, innovative product development, and key partnerships that have cemented its status in the fashion industry. From the NBA to the Olympics, SKIMS has transcended typical influencer brands, earning design innovation accolades and revolutionizing the shapewear game.

Listen in as we reflect on the fashion power couple behind Frame, Jens and Emma, who have transformed their London agency expertise into global brand success. Their story is a testament to leveraging celebrity status and influence, as they navigate the industry's intricate dance of inventory, huge catalogs, and driving demand. With SKIMS as a case study, we uncover how inclusivity in product offerings has propelled the brand, emphasizing that genuine problem-solving and value creation can eclipse even the brightest star power.

We also dissect the brand's marketing mastery, where volume of content and influencer collaborations play pivotal roles. SKIMS' journey into men's products and continuous product drops showcases a laser-focused approach to targeting markets ripe for disruption. Our conversation sheds light on the pivotal contributions of a skilled team, proving that a brand's vitality in the cutthroat world of fashion relies on more than just its celebrity founder. Tune in for a comprehensive look at the operational prowess and marketing strategies that drive a billion-dollar brand like SKIMS to new heights.

Links

SKIMS

FlowCandy

Four Levels Framework

FlowCandy Designs

FlowCandy Success Stories

Show Notes