![]() One of those models is 66 year old Alice Johnson. Skims has taken inclusivity one step further by using older models. With the average dress size in the United States falling between a size 16 and size 18, not catering to consumers that wear larger sizes leaves money on the table.ģ. Use of older models. This is a departure from many brands that charge more for larger sizes. Skims also prices its extended size range at the same price as smaller sized merchandise. Apparel for women wearing extended sizes doesn’t seem like an afterthought when shopping at Skims. When women are shopping for their next pair of underwear at Skims they can easily get a sense of what the product might look like on them since Skims shows merchandise on models in three different sizes, a smaller size, a medium size and a larger size. Imagine how a customer must feel every time they shop and they are told they must shop in a “different” section of a retailer’s website or store. The brand also does not have a separate plus sized section on its website. Skims offers its merchandise in sizes from XXS all the way up to 4X recognizing that women of all body types want to look and feel good in the clothing they are wearing. When thinking about inclusivity Skims did not stop with colour ranges it also has a size range that is broader than what many brands offer. Why wouldn’t you want to have a product that caters to the largest number of people?Ģ. Inclusive sizing. “Let alone, how am I going to find something for my girls when they’re older?”Ĥ0% of Americans are considered to be non-white with the population of white people in the United States making up a minority of Americans by 2045. Catering to diverse needs is not only the right thing to do it’s just good business sense. “I couldn’t find something that would match my skin tone,” said Kardashian speaking about why she decided it was important to cater to a more diverse customer base. Spanx, a name almost synonymous with shapewear, still has a limited colour range.īy having inclusivity in its DNA Skims is likely to draw in a much more diverse customer base that is looking for brands that authentically design products with their needs in mind. ![]() While in recent years there has been a movement by brands to be more inclusive many still lag behind. Skims shapewear even comes in deep brown hues for darker brown skinned women who often have few options when it comes to finding makeup or undergarments that match their skin tone. Whether you have pale skin or dark brown skin there is a shade of Skims for you. Many of Skims’ core shapewear products come in nine different shades of nude, recognizing the word “nude” represents different things to different people. Like Fenty Beauty when it launched with 40 shades of foundation Skims also focused on inclusivity right out of the gate. If you are curious about why Skims is worth the hype then consider these 10 keys to its success.ġ. Inclusive colour range. Brands are successful for a reason.įrom Skims’ focus on inclusivity, to partnering with brands like Fendi, to creating a fashion brand that elevates the look of your everyday basic apparel it’s clear that Kardashian’s years of experience in the fashion industry paid off when she created this brand. Even great marketing and hundreds of millions of social media followers can’t create a billion dollar brand in less than five years. Investors took notice injecting $240 million into Skims during a round of funding last year which valued the brand at $3.2 billion. The three year old brand made $275 million in 2021 and Skims’ sales were forecasted to to reach $400 million last year. Since Skims launched in September of 2019 customers can’t seem to get enough of it. ![]() Is it great marketing or is it worth the hype? That’s what many wonder when they hear the name Skims, Kim Kardashian’s shapewear, loungewear and underwear brand.
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