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In a tough market, Skims is driving significant growth that extends beyond the brand’s famous founder. Through a mix of product innovation, fast-thinking marketing — with a few viral stunts thrown in — and strategic hires, Skims is positioning itself for success. The basis of Skims’s success is its solid product. “They’re relentlessly well-executed basics,” says Katy Lubin, VP of brand at global fashion shopping platform Lyst. “The fit is obsessive; genuinely inclusive sizing, fabrics that feel comfortable and move with you, cuts that work as base layers or standalone pieces.” Shoppers want basics that actually work, Lubin says. “Skims pieces feel foundational in your wardrobe, and Skims gets that effortless confidence is a flex,” she says. Skims ranked at number 15 in the third-quarter edition of Lyst’s Hottest Brands Index, maintaining its position from the previous quarter. It’s the only brand in the top 20 aside from Cos that doesn’t sit in the luxury or accessible luxury category. It’s a testament to consumer favor; demand for the brand is up 271% year-on-year. This quality-cost balance is key to Skims’s success, Grede told Vogue Business at the time of NikeSkims’s launch. “That’s something we’ve done not just through true innovation in the broad sense, but also innovation in terms of: how do we offer a really phenomenal high-value product at a more democratic price? That’s the key to our success.” He likened it to Starbucks’s “first sip experience”: “When people wear Skims for the first time, they often experience the Skims effect. You get them hooked on the feel of the product.”Hannah Montoya Michigan Who 34 32 Shirt
Good product is especially significant for a brand with a famous founder. As many of the influencer founders at Vogue Business’s recent Gen Z Summit in Los Angeles said, having an established audience gets the word out, but it doesn’t keep customers coming back — nor does it sustain growth. “My followers know [my] brand already, and they’re already customers,” Deepica Mutyala, founder of beauty brand Live Tinted, said. “But you can’t grow just within your audience, there’s a limit to that.” Of course, Kardashian’s audience is larger than most, but if the last name were enough, there would be plenty more Kardashian-founded brands still in operation. To make the products that consumers want, the Skims team stays in close touch with its base, Grede told Vogue Business. “We are constantly engaging with our customers and with our community, with what they want from Skims,” she said. “Feedback from our community is really what guides us very much into what we go into with active and with high performance.”
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