Case Study: skims - How Kim Kardashian changed the game in fashion & beauty marketing
Kim Kardashian is synonymous with modern marketing strategy. With her brand Skims, she has not only redefined shapewear but also pushed the boundaries of fashion & beauty marketing. How did she do it?
Let's break down the key strategies behind the phenomenal success of this billion-dollar brand.
1. Product as a cultural phenomenon
When Skims entered the market in 2019, shapewear already existed. But Kim understood something the competition overlooked - shades, sizes and messaging. Instead of traditional beige and black models, she introduced an expanded palette of "nude" shades for different skin tones. And instead of emphasizing the "slimming effect," she communicated comfort, inclusiveness and natural curves.
Example:
The "Fits Everybody" campaign showed shapewear on women of all sizes and skin colours. Female customers found it - and bought it.
2. Hype & limited drops
Kim took a lesson from streetwear and used the tactics of limited collections and drops. Not mass availability, but creating scarcity and a sense of exclusivity. When something isn't always available, people want it more.
Example:
The first Skims collection sold out in minutes.
Collaboration with Fendi? Sold out in less than a minute.
The result? Organic demand exploded and the brand became even more desirable.
3. Celebrity & influencer marketing on steroids
Kim used her own reach, but she didn't stop there. She's involved celebrities ranging from Cardi B to Kate Moss in campaigns. She's combined traditional icons with modern influencers, which has opened her doors to all generations.
Example:
The campaign featuring 90s supermodels (Kate Moss, Tyra Banks) + the new generation (Addison Rae, Rosalía) reached a wide audience from Gen Z to boomers.
A crucial lesson? Influencers work, but you need to cleverly combine mainstream faces with "niche" personalities.
4. Resonant visual identity & minimalist aesthetics
Skims has a visual that is not confused with any other brand. Monochromatic palette, subtle shades, natural poses. Exactly the style that fits perfectly with what's trending on Instagram & TikTok today.
Example:
Instead of overproduced campaigns, we often see "Polaroid-style" photos, raw backstage footage and simple fitting footage - it feels authentic and unapproachable at the same time.
5. Social-first strategies & TikTok dominance
Skims has grown thanks to its perfect adaptation to social networks. TikTok and Instagram are not just for branding - they are the main sales channel. Customers share unboxing videos, test products and viral content increases the FOMO effect.
Example:
TikTok trend "Skims bodysuit test", where users proved that Skims bodysuits "hold everything in place". The result? Sold out globally.
What do you take from this?
The brand must be more than the product. It must be a cultural movement.
Hype can be controlled. Limited drops and exclusivity work.
Influencer marketing must be strategic. Mainstream + niche = win.
The visual identity must be recognisable and relevant to the platforms.
Kim Kardashian has changed the rules of fashion marketing with Skims. Want to learn something from her? Stop selling product. Start telling a story that people want to live.
Ready to get your brand off the ground? Get in touch.
