Brand Strategy Impact Study of SKIMS and the Potential Brand Trajectory Post AI Integration

Design Department, School of Visual Arts, New York, 10010, The United States

^* Corresponding author’s mail: Jzhang44@sva.edu

Abstract

This paper delves into SKIMS’ strategic positioning in the contemporary fashion industry, emphasizing its robust Direct-to-Consumer model that enables genuine consumer engagement. The brand’s utilization of celebrity endorsements, especially its founder, Kim Kardashian, facilitates a compelling blend of global recognition and authentic consumer connections. Central to SKIMS’ success is its ability to cater to modern consumer preferences for personalization and diversification, effectively distinguishing itself from competitors like Victoria’s Secret. SKIMS exhibits a unique synergy that accentuates its industry dominance through strategic influencer collaborations and a pronounced digital presence. However, inherent challenges emerge, notably the potential pitfalls of relying heavily on celebrity-driven branding and navigating product diversity in a saturated market. The allure of celebrity endorsement provides immediate brand benefits but could pose long-term vulnerabilities given the unpredictable nature of celebrity dynamics. A transformative insight from this paper is the pivotal role of Artificial Intelligence (AI) in modern marketing for SKIMS. AI’s predictive capabilities bolster SKIMS’ inventory management and consumer engagement, promoting real-time adaptability in marketing strategies. Thus, while SKIMS showcases a blend of strategic insight and technological integration, it must also address the inherent challenges of the evolving fashion landscape. In essence, SKIMS’ journey offers valuable lessons for brands navigating the complexities of modern consumerism and market dynamics.