What is great about the launch marketing campaign is that it subtly prepared people for the larger collaboration that followed. Skims was no longer only a women-centric shapewear company; it had repositioned itself as a lifestyle brand for women, men, athletes and non-athletes alike.
The future of marketing and partnerships
This collaboration is an example of how brands are not limited to their initial markets. Skims positioned itself as a brand that could transcend new verticals.
While it’s too early to know how successful this partnership will be for the brands, the Skims menswear launch generated a lot of interest and buzz, which spilled over into its partnership announcement with the basketball leagues. What we can learn from their strategy is the need for brands to lean into trends and innovate. In order to be competitive, brands need to embrace new opportunities, take risks and develop campaigns and partnerships that go beyond the traditional and break through the clutter.
The Skims marketing playbook
Here are five lessons from Skims that marketers can learn from.
Recognize shared interests and opportunities
On the surface, a women’s clothing company and professional basketball leagues don’t seem to have a lot in common. But a closer look reveals shared values and interests. The brands embody inclusivity, aspiration and excellence. Skims recognized it, and leveraged it.
Reshape consumer perception strategically
Skims’ launch of its men’s line ahead of its sports partnership was strategic. It gave the company the opportunity to reshape consumer perception of what they thought the brand was and broaden its appeal. By the time the collaboration with the leagues was announced, Skims’ connection with sports felt more organic.
Be inclusive
More and more consumers are choosing brands that reflect their identities and align with their values. Through its collaborations with the NBA, WNBA and USA Basketball, Skims has established itself as a brand that celebrates and embraces diversity through race, gender and body inclusivity.
Ensure a real connection with brand ambassadors
Successful influencer campaigns are a result of authentic connections between the influencer, the brand and the content. One of the reasons why the Skims Men launch campaign made such an impact on consumers was because the brand sought to build a genuine connection with its star ambassadors by leaning into sports culture, style and humor, making their endorsements feel authentic and relatable.
