By Francesca Meninger
As far as influencers go, Kim Kardashian is one of the most influential people on social media. However, her shapewear company Skims elevates her influence to an entirely new level. The brand’s platform on social media is powerful, with 3.9 million Instagram followers, 78,000 Twitter followers, and 196,000 likes on Facebook. Skims describes itself as “a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear.” The branding of inclusivity is incredibly palatable and needed in the fashion industry today and having a genuinely inclusive and high-quality brand be so pervasive on social media meets the needs of Skims’ target audiences. Skims showcases models of all sizes through its social media channels, which then drives interest from potential consumers who have heard about the brand from friends and go to social media to learn what the brand is all about.
Another aspect of Skims’ social media marketing highlights a thriving influencer community committed to the brand that is open to whoever wants to apply. After searching through the Skims website, I found that the brand accepts applications on the website for influencer partnerships, which is a unique facet of any influencer program. With most brands I have researched regarding influencer marketing, it is very exclusive, and one can only become an influencer for a brand if someone at the company reaches out to that person. Skims is entirely unique for giving all individuals the opportunity to become an influencer. While influencers have certain requirements to genuinely influence their audience, even having an open opportunity to get involved available to the public allows for the brand to really see who its audience is and cater to it.
Skims knows its audience inside and out. I find myself feeling excited about the brand and I never thought I would be attracted to a shapewear brand like this. Women today value companies that cater to all bodies, and Skims uses this information to create content that shows the company values that aspect of empowerment as well. Kim Kardashian’s use of her own platform, which is pervasive, to say the least, also heavily contributes to the success of Skims overall because it promotes confidence and style in viewers. The average Instagram user sees Kim Kardashian’s idyllic lifestyle and wants some semblance of that glamour. Skims gives its audience just that on Instagram: clothing that makes you feel glamorous even when it is just a pair of sweats or a bodysuit. Being able to know an audience so deeply that all the company’s posts reflect their wants and desires holistically is only possible when there is a strong network of influencers partners with the brand to ensure an authentic voice on social media.