In recent years, with the increasing attention to health and beautyBody shapewearThe industry has become a fast-growing market. According to the latest report, the global shapewear market has reached nearly $1 billion and is growing year by year, with the Asia-Pacific region having the largest market share, followed by the United States and Europe.
It is estimated that the global shapewear market size will reach 67 in 2029$300 million, with a CAGR of 64%。
The market potential is clear
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skims you may not know, howeverKim KardashianYou absolutely know that this is the brand independent station she founded in 2019.
SKIMS offers a range of well-designed shapewear products, shapewear, tights, swimwear. Product design keeps upFashion trends, incorporating many modern elements.
Brand emphasisPersonalization and inclusivity, available in a variety of styles, sizes, and colors to meet the needs and preferences of different customers.
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What is SKIMS special? It also needs to be asked, Kim Kardashian,She's the feature
To get back to the point, in addition to the celebrity effect and the influence of the founder, SKISMS's biggest selling point isEmphasis on personalization and inclusivity, available in a variety of styles, sizes, and colors to meet the needs and preferences of different customers.
And it is this inclusiveness and promotion of positive energy in the bodyPhilosophySkims quickly became popular in the North American market.
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The monthly traffic of SKIMS independent stations is basically about 10M, and since its establishment in 2019, the natural traffic has been rising, and the paid traffic is almost none, which isThe effect of brand awareness.
Page weight 72, what is this concept, it is equivalent to 72 out of 100 people will trust skims, thisThe level of trust is extremely high
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· fits everyone
Wall Street** interviewed Kim Kardashian, why did she create SKISMS? She says she couldn't always find shapewear that matched her skin tone, so she created SKISMS to provide options for women of all sizes, skin tones, and ages.
Less than five years after its establishment, there is an IPO on the way, in addition to Kardashian's own huge traffic and influence, but also because SKIMS stepped on it".stature"This traffic password and the tens of billions of business opportunities hidden behind it.
In the past cognition, "one white covers a hundred ugliness, and one fat destroys everything" was popular, and various Internet celebrities and merchants secretly sold body anxiety, and "thinness" once became an aesthetic hegemony that overrode everything. SKIMS, on the other hand, argues against "body anxiety".Reconcile with body anxietyThis new concept began to sweep through every girl's world.
Your independent site is not borrowing from Kardashian's celebrity effect, but her brand philosophyfits everyoneFor thin girls, this sentence may not make much of a difference, but for fat girls it is undoubtedly an encouragement for them to show themselves confidently, and it is this philosophy that makes SKIMS even moreLoved by fat girls
· Social Media Matrix
As the originator of North American Internet celebrities, Kim Kardashian can be described as perfect for social media marketing, except for the use of itCelebrity effectIncrease the brand's visibility and recognition.
It also works with a wide range of social influencers to get them to wear the brand's products and share them with their fans.
This type of collaboration not only expands the brand's audience reach, but also increases the productTrust and willingness to buy
And it's used smartly on social**hashtagso that more people can discover and participate in the discussion.
In addition, they follow trending topics and trends and use relevant hashtags in relevant contentIncrease the degree of branding
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SKIMS quickly got out of the circle by fits everyone, in addition to the blessing of celebrities, more importantlyThe concept is novel
But if ordinary businesses want to enter the field of shapewear, it is absolutely impossible to rely on celebrity effect, so you have toTake a different path, or continue to develop new labels along the lines of fits everyone, but the effect will be very long; Either thatChange the labelFor example, shapewear is generally very tight, but being able to be "tight but not tight" is also a big selling point.
SKIMS's success seems to be borrowed from Kardashian's fame, but more importantly, it is proposed".InclusivityThe concept of "making her products have a distinctive label,Celebrities promote new ideasIt's hard to succeed or not.
Nowadays, the plus** no matter which track is overcrowded, and if you want to break the circle, you must have your own chips, so you who want to enter the plus**,Innovation is the foundation of long-term development