Kim Kardashian has created several businesses over the years, but her shapewear and loungewear line, Skims, is one of her crowning jewels. From day one, Skims dominated the fashion industry, and its success isn’t an accident—Skims marketing strategy is genius.
Let’s break down how Skims marketing strategy has made it a powerhouse brand.
1. Kim’s Personal Brand
Kim Kardashian’s name is enough to draw enormous influence, and she leveraged that.
She’s never been afraid to wear shapewear, struggle to find a good fit, and adore spandex. This authenticity made Skims appear to be a real solution to a problem, not just another celebrity brand. Unlike her beauty and skincare lines, which didn’t have a point of differentiation, Skims created a real market niche by offering inclusive, well-designed shapewear.
By tying Skims into her personal brand and aesthetic, Kim made it look like an extension of her own personality and style, which resonated with her loyal followers and new consumers.
2. Diversity & Inclusivity in Advertising
One of the biggest secrets to Skims’ success is its commitment to inclusivity. The brand offers:
- A range of sizes for every body
- Shades that match a wide range of skin tones
- Adaptive shapewear for individuals with limited mobility
Skims doesn’t just talk about diversity—it celebrates it. Featuring real women in campaigns, like Paralympic athlete Scout Bassett, the brand shatters traditional beauty standards. This strategy makes real connections with customers, making them feel heard and valued.
3. Social Media Marketing
Kim Kardashian is the social media queen, and Skims’ marketing strategy is no different.
- The brand uses hype-driven content to get people talking
- Behind-the-scenes looks at new collections build anticipation
- Customer feedback is used to make products better
By making every launch an event, Skims keeps its audience engaged and ready to shop.
4. Influencers & Celebrity Endorsements
Skims is a pro at influencer and celebrity endorsements.
- Big celebrities wear Skims, making it a style staple
- Influencers share content with Skims as part of their everyday life
- This tactic drives reach without Skims relying on traditional advertising
By tapping into social proof, Skims becomes both authentic and aspirational.
In order to optimize its marketing activities, Kim Kardashian’s Skims brand has gotten into strategic partnerships with well-known celebrities during the last two years. To maximize the impact of the campaign, the collaborations have been carefully timed to align with significant turning points in the celebrities’ careers.
Sabrina Carpenter
Skims teamed up with singer and actress Sabrina Carpenter in April 2024 to promote their Stretch Lace and Fits Everybody collections. The partnership followed the July 2022 release of her fifth studio album, “emails i can’t send,” which had maintained her in the public eye with media appearances and follow-up tours. In keeping with her changing public persona and artistic maturity, Carpenter posed in intimate clothing for the campaign.
Del Rey, Lana Skims partnered with Lana Del Rey to serve as the face of their Valentine’s Day line in January 2024. Prior to the March 2023 release of her album “Did You Know That There’s a Tunnel Under Ocean Blvd,” the cooperation was signed. The campaign featured Del Rey posing in a romantic and vintage-themed setting, which was in line with her established artistic image.
Tate McRae
In October 2024, Skims collaborated with Canadian singer Tate McRae for its Holiday Shop campaign. The collaboration was a sequel to the release of her sophomore album, “THINK LATER,” in December 2023, which had settled her in the pop music space. The campaign featured McRae posing in holiday-themed lingerie and loungewear, capturing the festive mood while projecting her youthful energy.
Skims marketing strategy is to align their product launches with the career milestones and personal brands of their celebrity endorsers. This way, they create compelling narratives that bring their products to life and make them more aspirational to more people. This approach not only sets Skims apart from competitors but also leverages the power of the celebrities to increase brand visibility and desirability.
5. High-Impact Brand Collaborations
Kim knows how to make money moves—and her Fendi collab was proof.
When Skims x Fendi launched, it sold $1 million in one minute. The collab brought Skims’ inclusivity and Fendi’s luxury together, proving that Skims isn’t just shapewear—it’s a status symbol.
Strategic collaborations create hype and leave fans craving the next drop.
6. Smart Promotional Content
Skims marketing strategy isn’t just about selling products—it’s about storytelling.
Take the Velour tracksuit campaign, where Kim and Paris Hilton re-created their 2000s vibe. The throwback paparazzi shoot wasn’t just about the clothes—it was about cultural moments, making Skims feel like part of history.
Each campaign is strategically designed to be visually striking and emotionally resonant, keeping Skims top of mind in fashion conversations.
7. Email Marketing
Skims uses email marketing to keep its audience engaged and informed.
- Exclusive first looks at new drops
- Restock notifications to create urgency
- Styling tips & body positivity messages
With aesthetic, well-designed emails, Skims tempts every subscriber to click and shop.
8. Creating Scarcity Through Limited Drops
One of Skims’ most effective marketing tactics is the drop model.
- Limited drops create buzz and urgency
- Strategic restocks make products feel exclusive
- Customers rush to buy, knowing products sell out fast
This tactic drives sales, keeps demand high, and avoids overstocking—a win-win.
The Skims Effect: A Marketing Masterclass
Skims isn’t just a fashion brand—it’s a cultural movement.
With an emphasis on authenticity, diversity, and strategic marketing, Skims has developed a devoted fan base and turned its launches into events.
Kim Kardashian and her team know how to market in today’s world, employing social media, influencer collaborations, and storytelling to keep Skims at the top.
Skims uses celebrity branding, influencer partnerships, social media hype, and limited drops to create exclusivity, drive engagement, and boost sales.
Price skimming is a strategy where a brand initially sets high prices, then gradually lowers them to attract more customers over time. For example, Apple uses price skimming by launching new iPhones at high prices, later reducing them when new models arrive.
Yes, Skims was founded by Kim Kardashian, offering inclusive shapewear, loungewear, and underwear.
