SHOW NOTES

This week on GenNext: Brand Strategy, host Bryn Hexemer explores the intricate world of Skims by Kim Kardashian, a company that since its launch in June 2019 has completely changed the fashion business. Bryn examines Skims' dedication to body positivity and inclusion, emphasizing the company's wide selection of sizes as well as its representation of many body shapes and ethnicities in its marketing initiatives.

The conversation also covers how Skims has successfully expanded into new retail locations, how approachable they are, and how they create buzz with high-profile partnerships like their ones with the US Olympic team and limited edition releases. Additionally, Bryn dissects the recent Valentine's Collection campaign from Skims, which included Lana Del Ray, and examines the clever marketing choices that turned it into a noteworthy PR triumph in 2024.

The episode also looks into Skims' relationship with the NBA, highlighting its cultural relevance and effect on appealing to younger audiences. In order to understand what drove Gen Z customers of Skims goods to the brand in the first place and what keeps them coming back, Bryn welcomes several guest Gen Z consumers of Skims .

At the end of the episode, Bryn examines Kim Kardashian's entry into the skincare industry with SKKN, dissecting its marketing efforts and sustainability campaign while offering recommendations for improving them. As the episode comes to an end, Bryn gives a sneak peek at the upcoming episode, which will explore Red Bull's brand analysis and social media tactics. 

TOPICS

1. Introduction to Skims by Kim Kardashian

2. What makes Skims stand out as a brand

3. NBA Partnership with Skims

4. Skims Valentine’s Collection Campaign featuring Lana Del Ray

5. GenZ Guest Interviews about Skims

6. Introduction to SKKN by Kim Kardashian

7. SKKN’s Sustainability campaign and consumer skepticism

8. Suggestions for enhancing marketing strategies with SKKN

9. Summary of key insights from episode and teaser to next week's brand

RESOURCES

1. Forbes - Why Kim Kardashian’s SKIMS NBA Partnership is Marketing Gold by Leonard Armato

2. Digiday - Why Kim Kardashian is sold on QR codes for Skkn by Kim by Julian Cannon

3. SKKN - SKKN By Kim

4. Green Matters - Kim Kardashian Promises SKKN Brand Will Be Sustainable — but How? 

5. Harper’s Bazaar Australia - Khloé Kardashian covers herself in tattoos for Kim Kardashian’s SKKN launch by Hayley Peppin 

GUEST SPEAKERS (IN ORDER FROM MENTION IN EPISODE)

1. Marianna Lechman

2. Faiza Khan

3. Rachel Ye