How did Skims surpass the value of big names like Victoria’s Secret and Under Armour? Many fans say it’s not just about Kim Kardashian, the brand’s face. They focus on what really matters: the products.
Since its launch in 2019, Skims has become a fresh alternative in shapewear and underwear. Currently valued at about $5 billion, it grew from $4 billion in 2023 after raising $225 million. The company aims for $1 billion in sales by 2025, building on $750 million in 2023 and $500 million in 2022.
Skims stands out for its range of sizes and shades, along with its soft fabrics and simple designs. Customers appreciate this variety, especially those who often struggle to find flattering options. For example, Rebecca Nocentino, 27, was initially skeptical. But after seeing frequent promotions on social media, she decided to try it. “I found clothes that are both comfortable and sexy,” she shared.
User experiences are varied but common themes emerge. Ruby Dachis, 22, found relief from stomach discomfort while wearing a Skims bodysuit, while Christiana Ting, 36, discovered the brand when she needed support during pregnancy. Even if they don’t align with the Kardashian persona, many women realize Skims offers what they need.
Originally focused on shapewear, Skims now features everyday essentials like T-shirts and cashmere sweaters—all at reasonable prices. For instance, while a brand-name tee can cost around $100, Skims options stay under $50.
The brand’s marketing is also noteworthy. Their product launches create buzz with countdowns and waitlists that keep customers coming back. Beatrice Hazlehurst, a podcaster, appreciates this strategy and noted that the quality of products often supersedes the celebrity connection.
However, some items, like the recent Nipple Bra, sparked controversy among climate advocates who criticized the use of synthetic materials. Skims has faced backlash in the past, too. It was originally named “Kimono,” which drew heavy criticism for cultural insensitivity and led to an immediate rebranding.
As Skims expands, both online and into physical stores, it’s also venturing into beauty products. While there’s speculation about going public, the focus right now is growth.
Experts spotlight the brand’s success as a result of its customer-centered approach. Shawn Grain Carter, a fashion business management professor, noted that Skims listens to what women want, offering sizes and colors that are often hard to find.
Yet, there’s a challenge ahead. As millennials embrace Skims, Gen Z and Gen Alpha are more selective. They seek authenticity and sustainability, often demanding more than just celebrity endorsement.
In summary, Skims has carved out a niche by genuinely addressing customer needs. With a blend of comfort, style, and smart marketing, it’s not just a Kardashian brand—it’s a brand for all women.
For more insights on fashion trends and consumer behavior, check out this report by Statista.
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