Analysis of Skims’ Strategic Marketing and Sustainable Growth

The Affiliated High School to Hangzhou Normal University, Hangzhou, 310012, China

^* Corresponding author: 202007033150@stu.sdp.edu.cn

Abstract

Skims is a brand that skillfully harnesses the power of social media to build meaningful connections with its customers. This paper explores the marketing strategies employed by Skims within the fashion industry, with a particular focus on the brand’s use of celebrity endorsements. The founder, Kim Kardashian, plays a crucial role in creating a captivating mix of international fame and genuine customer engagement. The study delves into how Skims leverages unique marketing approaches to draw in and retain a diverse customer base. By applying the 4P theory—product, pricing, place, and promotion—the paper examines Skims’ marketing tactics from various perspectives, offering a comprehensive analysis of its strategies. Additionally, the paper provides two key recommendations for Skims to enhance its long-term sustainability: reducing its reliance on high-profile celebrities and strengthening its commitment to social responsibility and environmental sustainability. These steps are suggested to help the brand achieve more balanced and enduring growth in the competitive fashion industry.