The ultimate goal is providing all people of all types of shape, size and colour with support and coverage. Kim Kardashian and Emma Grede who are founders of this innovative brand, partnered up and created the magic that is now one of the most successful apparel brands globally. The brand leverages its founder's status of celebrity Kim Kardashian to amplify its message of body positivity and inclusivity. With the core values of inclusivity, empowerment and diversity at the forefront of the brand's message, we are going to explore how SKIMS has been able to effectively implement Integrated Marketing Communications (IMC) through its digital and social media platforms.
How is SKIMS unique value proposition broadcasted?
The brand has been successful in broadcasting its unique value proposition through a combination of strategic messages and visual content. One of SKIMS IMC strategies is the focus on inclusivity, empowerment and diversity which is prominently featured and communicated in its marketing campaigns that showcase a wide range of sizes, apparel (undergarments, shape wear, lounge wear and swimwear) and skin tone. By broadcasting their wide range of products in different sizes and skin tone through promotional material, the brand effectively communicates its commitment to comfortability, accessibility and individualism to their diverse audience. The brand's customer-centric approach resonates well with consumers who value authenticity and consumers who see themselves reflected in the brand's images and message.
Duncan (2005:172) highlights the importance of a cohesive and consistent IMC strategy in creating a cohesive brand message and image across all communication channels. The brand maintains a consistent tone and imagery across social media platforms such as Instagram, TikTok and X, this reinforces its unique value proposition with their diverse audience. The brand continues to reach new heights through its user-generated content from genuine consumers reviews, influencers with large followings and celebrity partnerships such as RnB icon Usher cultivates familiarity and relatability with the audience. These partnerships assist to elevate the brand's credibility and image creating a halo effect that attracts new consumers and further reinforces loyalty among existing consumers. By highlighting comfort, style and self-expression, SKIMS aims to empower individuals to feel confident in their own skin and embrace their unique beauty.
The link between emotion, responses and brand resonance
With the brand's innovative designs such as the nipple bra (which is said to provide ultimate comfort whilst lifting your boobs and catering to consumers who have suffered from mastectomy), partnership with the NBA to be the official sponsor of undergarments for athletes (to which I think the men undergarments market is not an easy market to infiltrate) and enhancing your body curves with shape wear, the brand's IMC strategy effectively triggers emotional responses that lead to strong connections with the audience. The brand's orientation is built around inclusivity, empowerment and diversity, by prioritising these brand values in its marketing communications, SKIMS effectively differentiates itself in the competitive apparel industry and creates a strong emotional connection with the consumers (Dahlen, Lange & Smith, 2010).
Image: SKIMS (@skims)on X & https://www.instagram.com/skims?igsh=b2Q2bjkzb2s0a2Y1
Duncan (2005) highlights the role of emotion in generating consumer responses and enforcing brand loyalty. SKIMS consistent prioritisation of empowerment and body positivity through its verbal and visual language, evokes positive emotional responses from consumers which results in a deep connection and affinity with the brand. The brand successfully achieves this response by constantly tapping into emotions such as confidence, self-expression and self-acceptance this enables the brand to cultivate a loyal consumer base that advocates for the brand and encourage brand resonance. The brand's commitment to representation can be credited to the carefully crafted quality products, for example the adaptive bralette is designed to support spinal cord injuries. The level of innovation displayed by SKIMS through its designs has generated profit for the company and increased its customer retention. The brand has been able to position itself as the go to brand for consumers who seek support and comfortability effectively.
Duncan & Moriarty (1997:18) emphasises the importance of aligning marketing communication efforts with the brand's core values and positioning. SKIMS commitment to inclusivity, diversity and empowerment serves as the foundation for the brand's IMC strategy that guides its communication initiatives and in turn resonates with consumers who share the same values. This proves that by staying true to your brand's core values and integrating these values into all communication touchpoints creates a strong brand image and identity which is what SKIMS has been able to attain.
Where can the brand improve?
Interactive content: The brand could incorporate more interactive content that engages consumers such as quizzes or polls that are related to body positivity or an app or incorporate on their website a section where consumers can choose an animated model according to their body type and create outfits that are suitable for their body types and skin tones, that will help consumers make better purchase choices and increase consumer engagement.
Personalisation: The brand can increase visibility by allowing consumers to add personal touches on products such as engraving their names on the items which increases emotional connection with consumers. More tailored marketing campaigns that target a specific audience such as spinal cord injured consumers who might not be aware of the adaptive bralette, this will ensure personalised messaging that will resonate with consumer preferences and expose the brand to new untapped markets.
We all need SKIMS in our lives.
In conclusion, SKIMS has successfully leveraged IMC to communicate its unique value proposition, evoke emotions and build brand resonance across all its digital and social media platforms. The brand achieved this by aligning its communication efforts with its core values and enforcing consistent messaging approach resulting in brand loyalty. With the brand's commitment to producing innovative products and adapting its IMC strategies to satisfying and evolve consumer preferences, the brand will continue to solidify its position as a leading brand in the apparel industry.