Skims, the globally recognized shapewear, loungewear, and now activewear brand, has quickly revolutionized the fashion landscape by focusing on inclusivity, comfort, and style. Founded by Kim Kardashian in 2019, Skims has become a go-to name for high-quality, versatile garments that cater to a diverse range of body types and lifestyles.
Why are Skims expensive but so popular?
Skims products are expensive because they use high-quality materials, invest a lot in research and development, and have celebrity endorsements.
Skims focuses on making clothes that are both stylish and comfortable by using advanced fabrics. These fabrics are soft, stretchy, and long-lasting, and are chosen to ensure a perfect fit. Also, Skims offers many sizes, which adds to the cost of production.
High-Quality Materials and Innovation
The primary reason behind Skims’ higher price point is the advanced materials they use. Many of their garments are made with high-performance fabrics that are not only soft and comfortable but also breathable and shape-enhancing. The blend of nylon, spandex, and microfiber used in their shapewear and activewear is designed for maximum stretch, providing a flattering fit on various body shapes and sizes.
Furthermore, Skims uses innovative technologies such as seamless construction and compression technology, which help improve the fit and shape of the clothing. These features require specialized manufacturing processes, which adds to the overall cost of production.
Research and Development Costs
Skims also invests heavily in research and development (R&D) to ensure that their products meet the needs of diverse consumers. The brand was created with the goal of providing body-inclusive clothing that fits well and enhances the wearer’s shape without being restrictive or uncomfortable. To achieve this, the company constantly tests new fabric blends, designs, and fits. Developing these products takes time and resources, contributing to the overall price.
Celebrity Influence and Branding
Another major factor in the pricing of Skims is its celebrity association. Kim Kardashian’s involvement has certainly boosted the brand’s profile, and this celebrity endorsement often translates into higher prices. Consumers are not only paying for the product itself but also for the status that comes with owning a Skims item. Celebrity brands, in general, tend to command higher prices, given the perceived value added by the brand’s name and reputation.
Labor and Ethical Manufacturing Practices
Skims is committed to using ethically sourced materials and ensuring their workers are paid fairly, which can result in higher costs compared to fast fashion brands that may outsource production to countries with lower labor costs. Their commitment to ethical manufacturing practices adds an additional layer of expense to their garments. The company has made efforts to improve working conditions, and such initiatives often lead to a more expensive price point for consumers.
Customer-Centric Services and Customization
Skims offers a variety of customer-centric services that can also contribute to the cost. These services include easy returns, free exchanges, and responsive customer service. Skims also ensures that their products meet very high-quality standards, which adds to the overall cost of production. These customer services are often factored into the price of the garments, ensuring that the shopping experience aligns with the high standards of the brand.
Who are Skims’s Competitors?
Despite its widespread success, Skims competes with several powerful brands that cater to similar audiences. The primary competitors to Skims include Fenty, Spanx, ThirdLove, and Aerie, each with their own distinct advantages and a shared focus on inclusivity, comfort, and innovation.
1. Fenty (Savage X Fenty)
Founded by Rihanna, Savage X Fenty has grown into a formidable player in the lingerie and loungewear market. Similar to Skims, Fenty offers an extensive range of sizes and has quickly made a name for itself with its inclusive approach to beauty and body representation.
Savage X Fenty is particularly renowned for its celebrity-driven influence, with Rihanna’s image and the brand’s campaigns celebrating diversity and body positivity. The brand has expanded from lingerie to activewear, positioning itself directly in competition with Skims.
2. Spanx
Spanx, founded by Sara Blakely in 2000, has been a pioneer in the shapewear market. With a strong reputation for creating products designed to smooth and shape the body, Spanx offers an array of shapewear, loungewear, and even swimwear.
While Skims tends to focus on comfort and style, Spanx has carved out a reputation for its shaping power, catering to customers seeking more traditional body-contouring garments. Additionally, Spanx’s foray into activewear makes it a direct competitor in that space as well.
3. ThirdLove
ThirdLove is a lingerie brand that places a strong emphasis on comfort, fit, and inclusivity. Founded by Heidi Zak and David Spector, ThirdLove has set itself apart by offering over 70 sizes, including half-cup sizes. This focus on a personalized fit aligns it with Skims, as both brands cater to a wide range of body types and offer high-quality, comfortable fabrics.
ThirdLove is primarily known for its bras and intimates but has expanded into loungewear as well, competing in the same category as Skims for customers seeking everyday comfort with a focus on proper fit.
4. Aerie
Aerie, a brand under American Eagle, is well-known for its body-positive messaging and its focus on comfortable, affordable intimates. Aerie’s campaigns have championed unretouched models and diverse body types, positioning it as a leader in body inclusivity and accessibility.
While Aerie’s primary focus is on bras, underwear, and loungewear, the brand also offers activewear, making it a competitor in the same space as Skims.
Aerie appeals to consumers looking for affordable yet high-quality intimates and loungewear with a focus on comfort, and it has attracted a large following due to its inclusive and body-positive marketing.
What Makes Skims Different from Other Brands?
Skims has established itself as a unique brand in the shapewear and loungewear market, standing out through its inclusive sizing, premium fabric quality, celebrity influence, and a balanced focus on both comfort and style. These differentiating factors have propelled the brand to success, setting it apart from competitors like Fenty, Spanx, ThirdLove, and Aerie.
1. Inclusive Sizing
One of Skims’s most significant differentiators is its commitment to inclusivity in sizing. While many traditional shapewear brands have limited size offerings, Skims has made a conscious effort to offer sizes that cater to a wider range of body types. From XXS to 5X, Skims ensures that women of all sizes can find comfortable, stylish products. Additionally, the brand offers a variety of shades designed to match different skin tones, making it stand out in terms of accessibility and representation.
2. High-Quality Fabrics
Skims is also known for its high-quality fabrics, which prioritize both comfort and durability. The brand’s use of advanced fabric technology results in products that feel soft against the skin, offer elasticity, and maintain their shape over time. Whether it’s shapewear, loungewear, or activewear, the fabrics used in Skims products are designed to provide a flattering fit while ensuring that wearers feel comfortable throughout the day.
3. Celebrity Influence (Kim Kardashian)
Kim Kardashian’s influence on the brand cannot be overstated. As the founder and face of Skims, Kardashian has leveraged her massive global following to create a brand that feels both aspirational and accessible. Her involvement in product design and marketing ensures that Skims remains at the forefront of the public’s mind. This celebrity-backed strategy is one of the key ways Skims has differentiated itself from competitors, as few brands have the same level of star power behind them.
4. Comfort and Style
Unlike many traditional shapewear brands that focus primarily on functionality, Skims places equal importance on comfort and style. The brand’s shapewear is designed to not only shape the body but also to feel comfortable and breathable. Skims has successfully merged form and function, offering pieces that can be worn both underneath clothing for shaping purposes or as part of a stylish loungewear outfit. This versatility makes Skims a popular choice for people who want both comfort and fashion in their everyday wardrobes.
5. Expanding Product Range
Another major point of differentiation is Skims’s expansion into multiple categories. Initially focused on shapewear, the brand has grown to include loungewear, activewear, and even men’s clothing. This diversification has allowed Skims to cater to a broader market, ensuring it has something for everyone — from everyday wear to fitness apparel. By continuously expanding its product offerings, Skims has kept its customers engaged and loyal.
6. Inclusive Marketing and Representation
Skims goes beyond sizing and skin tones to include diverse models in its campaigns. The brand frequently showcases people of various ethnicities, body types, and backgrounds in its advertisements, reinforcing its commitment to inclusivity and diversity. This representation allows customers to see themselves in Skims’s products, further establishing the brand as one that caters to a wide audience, not just a specific demographic.
Skims Social Media Strategy: A Deep Dive into its Success
Skims has turned its social media presence into a powerful tool for engagement, brand building, and customer loyalty.
1. Platform Optimization
Skims tailors its content to different platforms. On Instagram, it boasts 6.6 million followers, with an average reach of 315k per post and a 3.3% engagement rate. On TikTok, Skims has 1.2 million followers and continues to engage a younger demographic, though its engagement rate is lower at 0.4%.
2. Influencer & Celebrity Collaborations
Skims partners with celebrities like Kendall Jenner and Snoop Dogg, along with influencers, to expand its reach. Collaborations with Team USA and NBA also boost its visibility across sports audiences. This broad celebrity and influencer presence strengthens the brand’s credibility and appeal.
3. Body Positivity and Community Engagement
Skims embraces inclusivity, offering sizes from XXS to 4X and adaptive lines for limited mobility. The brand promotes body positivity through diverse representation and encourages user-generated content, enhancing customer engagement and trust.
4. Data-Driven Strategy
Skims uses insights from social media to track customer preferences, refine product offerings, and fuel campaigns. Their email marketing strategy, with five emails per week, creates anticipation for new releases and restocks, driving sales through scarcity tactics.
5. Future Outlook
Skims is exploring virtual fitting rooms and AI-powered shopping experiences, further integrating social media with personalized shopping options to enhance customer experience and loyalty.
Key Takeaways from Skims’s Pricing Strategy
1. Focus on Premium Branding and Ambassadors
Skims stands out through its premium yet accessible branding, largely driven by founder Kim Kardashian’s influence. The association with Kardashian and other celebrities boosts the brand’s status, creating a sense of exclusivity while still being positioned as attainable for a wide range of consumers. This strategic use of celebrity endorsements helps differentiate Skims from lower-priced competitors by emphasizing high-quality materials and cutting-edge design.
2. Inclusivity as a Value Driver
Skims has made inclusivity a core part of its brand identity, from the product designs to its commitment to offering the same price across all sizes and nude shades. This approach broadens the brand’s value drivers by appealing to diverse body types and skin tones. The consistent pricing strategy reinforces the idea that all customers, regardless of size, are valued equally, further strengthening Skims’s position as a body-positive brand.
3. Consistent Pricing Builds Trust
Since its launch, Skims has maintained consistent pricing across its product lines. This stability has helped establish trust and loyalty with customers. Consumers know what to expect when shopping for Skims, which makes them feel more comfortable making a purchase, knowing they’re paying a fair and transparent price. Consistent pricing also creates predictability for the brand’s financial performance, allowing for strategic planning and growth.
4. Limited Discounts Maintain Perceived Value
Skims has adopted a pricing strategy that rarely includes discounts, helping to maintain the perceived value of its products. The limited-time offers or special edition drops generate buzz, while also fostering a sense of exclusivity. By refraining from frequent sales, Skims encourages consumers to make purchases at full price rather than waiting for markdowns, ensuring higher profit margins for the brand.
5. Create FOMO with Limited Editions
Skims generates excitement and anticipation through limited edition drops, which create a sense of scarcity and exclusivity. This “fear of missing out” (FOMO) strategy encourages consumers to purchase immediately, driving sales and keeping demand high. Limited releases also reinforce the idea that Skims is a premium brand, with items that feel exclusive and desirable.
6. Leverage Social Selling and Influence
Skims effectively leverages social media platforms to increase brand visibility and connect directly with its target audience. Kim Kardashian’s personal influence and the brand’s savvy use of influencer marketing allow Skims to create buzz around new launches and products. Social selling gives the brand an effective channel to promote its key messaging, build relationships with customers, and drive direct sales.
Wrap up
Skims has transformed the world of shapewear, loungewear, and activewear, offering a bold mix of inclusive sizing, high-quality fabrics, and celebrity-driven influence, all while maintaining a focus on comfort, style, and versatility.
Want to offer your customers clothing that’s just as stylish and comfortable as Skims? Through our customizable design options, you can choose the fabrics, fits, and details that align with your brand’s vision.
With our extensive production capabilities, we can produce everything from small batches for boutique collections to large-scale wholesale orders, just like Skims. You’ll be able to offer your customers inclusive sizing, premium materials, and fashion-forward designs, all while maintaining your brand’s unique flair.