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If good product is the baseline, what’s propelled Skims further is its marketing finesse. Under EVP of communications and entertainment, Tracy Romulus (who is now also co-general manager of NikeSkims), Skims has developed a marketing strategy that taps buzzy and culturally relevant talent early on, meeting Gen Z audiences where they are. (Julia Collier was SVP of marketing at Skims until she joined J.Crew in December 2024.) What Skims gets right, aside from its choice of talent, is its timing. Skims tapped Charli XCX in August 2024, at the peak of Brat summer. It featured White Lotus stars Simona Tabasco and Beatrice Grannò, fresh off season two, for its Valentine’s Day campaign that same year. “I watched White Lotus and had to have my girls!” Kardashian posted to Instagram. (Skims tapped season three star Patrick Schwarzenegger and his now-wife Abby Champion this year.) The brand’s latest campaign features Nara Smith and Lucky Blue Smith for the holidays.Grinch My Mind Still Thinks Im 25 My Body Thinks My Mind Is An Idioshirt Edgeclean
At The Independent’s Luxury’s Great Reset event in January, Romulus spoke about the importance of getting in early, as opposed to joining the conversation once it’s peaked. It’s a priority for Skims, and it’s one that experts agree is a brand strength. “Skims has achieved cultural relevance, community loyalty, and long-term brand equity through marketing that moves at the speed of culture,” says Cait Marron, SVP of creative strategy at marketing agency Billion Dollar Boy. “The brand’s success is rooted in cultural intuition. It has an incredible sense of timing, knowing what its audience is paying attention to and how to turn those conversations into creative, high-impact storytelling that feels smart, intentional. and impossible to ignore.”
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