What are the biggest events in March? March Madness.
What will Kim Kardashian's shapewear line, SKIMS, roll out in March? March All-Stars: The latest in the brand's marketing genius, the nation's brightest college basketball stars (including Jared McCain) are launching new men's Wear terry loungewear.
This isn't the first time SKIMS has collaborated with some of the biggest names in sports or branched out into the men's market. Last year, the brand became the official underwear partner of the NBA, WNBA and USA Basketball, and with an Instagram campaign with NBA star Shai Gilgeous-Alexander and soccer and football stars Neymar Jr. and Nick Bosa, more Introduced men's products.
The key to SKIMS success: Strategic collaboration. To launch their wedding wear, they chose Alex Cooper, the famous host of Spotify's second most listened to podcast, Call Her Daddy. Cooper has been certified as an engagement booster, with some artists seeing their streaming numbers skyrocket after appearing on her show. Collaborating with SKIMS is easy.
And this is just one example. Kate Moss, Snoop Dogg, Usher, SZA and Ice Spice have all appeared in SKIMS' promotional content, not to mention brand collaborations with fashion house Fendi and jewelery house Swarovski. Every corner of Instagram is filled with his SKIMS. With all the posts, stories, and reels that grace his Instagram page for the brand, there's no lie in the saying, “Everyone wears skims.” Well, all celebrities are like that. What about real people?
They see a product on a billboard on the street or in their feed, but if the product isn't good, they won't buy it. But SKIMS caters to people's needs. In fact, it's so versatile that it sells products in sizes from XXS to 5X and comes in over 10 shades to suit every skin tone. Product reviews are great, praising the comfort and wearability and justifying the high price as people become repeat customers. The words “flattering,” “sexy,” and “soft” appear over and over again in these reviews.
SKIMS is more than just flash, but it's actually a great product. And investors agree, valuing SKIMS at more than $4 billion (more than both Tom Ford and Calvin Klein), making Kim a billionaire in the process. His 2023 sales for this company, which sells the majority of its products online and almost exclusively online, with only pop-up shops and a few sales at Nordstrom and Saks, are expected to reach his 750 million yen in 2023 sales. It's a million dollars. Who will buy it? The customer base is 70% Millennials and his Generation Z.
It's no surprise that the company founded by Kim Kardashian knows how to appeal to the masses. But she's not the only mastermind. In fact, she has a superstar couple to thank: Emma and Jens Grede.
Emma co-founded Good American with Khloe Kardashian in 2016 and combined Natalie Portman with Dior. To name a few recent accomplishments, Jens is behind his Tom Brady's Brady and the hugely successful California-based denim brand FRAME.
Mr. Porter, perhaps the world's best online luxury goods retailer, joins us thanks to Wednesday Agency, the marketing group Mr. Jens co-founded with his friend Erik Torstenson in 2003.
In 2014, GQ gave the duo its highest possible praise. Here's a hint for those wondering what Jens brings to the table with her SKIMS.
“Jens Grede and Erik Thorstensson are creative polymaths…incorporating an incredibly diverse collection of fashion companies…They are savvy marketers, vanity publishers, e-commerce… Architect, art director, astute investor, clothing designer, cultural editor, and modern tastemaker.”
Emma met Jens when she joined the agency in the late 2000s and has helped bring the brand's vision to life over the years. They then decided to use that expertise to launch their own brands, and SKIMS was one of them.
So SKIMS not only has Kim Kardashian at the helm, but some of the most successful marketers-turned-entrepreneurs of all time as CEO and CPO. In case you haven't seen Emma yet, she's an influencer in her own right. The two know exactly how to use SKIMS, surfaces and appearances to their advantage.
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