The Marketing Bestie Podcast with zoeunlimited - skims was embarrassing, until it wasn’t

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Starting point is 00:00:57 Call 16-531-2600 or visitconnectsontario.ca. How much money can you make from being hot? Millions, hundreds, millions, or billions. I would say my strong point in the business is marketing. Marketing. And that's jail. You'll get arrested for that. How does skims go from an embarrassing e-commerce flop?

Starting point is 00:01:21 Things you will never catch me spending my own money on. Literally anything that is skims. It's literally trash. To a $4 billion digital advertising masterclass. Everybody's wearing... Everybody's wearing... Everybody's wearing skims. Nobody can tell me nuts.

Starting point is 00:01:39 This episode is brought to you by Shopify, which is actually a huge part of Skim's billion-dollar business strategy. But more on that later. Just wish me luck. Just wish me luck. If there was someone born to be a billionaire entrepreneur, it must be Kim Kardashian. So I bought a house in Malibu. Welcome to Air Kim. From the Kardashian Cardassian Cardassian Beauty Kardashian game, a book called Selfish.

Starting point is 00:02:08 And get naked in front of dozens of people. What did I just read? To every single brand deal under the sun. I'm going to show you guys how to put the tissue in the tissue box just in case. This is a woman who can and will sell anything. But we're just getting started. Introducing new skim's shapewear for a thick dog. The only product on the market that will comfortably accentuate your dog's curves,

Starting point is 00:02:33 no matter how thick that butt. Actually, without sarcasm, I do have a lot of respect for the entrepreneurial spirit of the family. And how they push out one venture after another until one works. Stop wasting all your money getting cosmetic surgery on your dog and just get skims. And turn your good girl into a bad bitch. These are women who turn social influence into billion dollar machines. Powered by digital marketing, PR copywriting, and paid social advertising strategies that even top B2B digital advertising agencies would envy.

Starting point is 00:03:09 With every right card to launch a billion dollar business empire, the internet breaking face and body, the most insane industry connections to open any door, and the influence that's more than 20 e-commerce digital advertising agencies and Google ads digital marketing agencies combined. I'm a mother, millionaire, law student, and billionaire. It really seems like there is no way to fumble a venture based on Kim Kardashian's assets. I would say my strong point in the business is marketing. Marketing. Marketing. And that's Jill. You'll get arrested for that. I wonder why that is.

Starting point is 00:03:54 I think. What was the billion dollar lesson that turned this flop into an empire? I don't know what it is about skims. Like, him will do it every time. She'll do it every time. The brand synonymous with a girl culture. Everybody's wearing skins. From the Kardashians to Sabrina Carpenter,

Starting point is 00:04:11 Charlie X-AX, Rosei Swarovsky to Fendi worth $4 billion. And I was like, brothers, no way. That's a mystery we will find out today. as your marketing bestie who graduated 10% UCLE business economics with a background in marketing. We're going to explore how whether or not you're as hot as Kim Kardashian, you, yes, you can use simple marketing principles to build a successful brand to help you down your career. Because by brand, I don't just mean slapping your name on underwear.

Starting point is 00:04:40 Branding is how your dream college, dream job, dream boyfriend sees you and yes, you have one. No, I am Kim, but today I'm also your fairy butt mother. I'm creating the series to analyze pop culture brands from a marketing perspective. Because I want all of us to unlock the potential to either be or create brands that can change our future. She needs no introduction, right? But this is Kim Kardashian, the founder of Skims, which is, I should note, one of this year's time 100 most influential companies. I'm starting an email list and if you want early access to this exclusive community of trends, deeper dives insights make sure you pre-sign up in the link in the description it's completely free

Starting point is 00:05:22 but what was not free were the seven hundred and one million dollars venture capital funding raised by skims and the two marketing mistakes that almost killed this four billion dollar brand a bone to pick with you do we're getting right into it just about skims one thing but there was one thing skims did so well that will blow your mind that it grew to a four billion dollar brand on Shopify. Shocker, literally before this dive, I thought Shopify was a tool for small businesses to grow, which it is, but the cool thing is, these small businesses literally grew on Shopify to the largest billion-dollar brands, like Skim's Kylie Cosmetics, Jimshar, and even Sephora uses it. But anyone can use Shopify, literally anyone. From your ex to your next room, neighbors third on to you, which is why I partnered up with them today, because that business dream you have.

Starting point is 00:06:16 Yes, I know you have it. I've seen it in your comments and DMs. Does not need to stay a dream. Whatever business idea you have in mind, Shopify has the tools to help you get started by reducing the complexity of starting a business. With a simple drag-and-drop store editor, easy-to-use marketing tools, and a back office that oversees all of your operations. The best part is you can get started today for free. And you're going to thank me for introducing you to Shopify

Starting point is 00:06:44 when your brand becomes multi-million. So start your dream business today with a few clicks, drags and drops with Shopify. For free by visiting Shopify.com slash Zoe Unlimited. What is going on with Skims right now? Skims 1.0. I hate to break it to you, but Kim Kardashian is way too busy to oversee every single stitch in skims. She owns 35% equity of the label, which is still quite a bit. But her main role in the company is her personal IP.

Starting point is 00:07:29 Using her Kardashian name to elevate the digital marketing of skims. But there was one small caveat. Just because you have a strong personal brand does not mean you know the ins and outs of e-commerce, paid social, or any PPC advertising. Which is fine, you can always hire the best Google ads digital marketing agency. But that wouldn't exactly help if you gave your brand the worst name possible. leading to misstep number one. Before skims was skims, it was kimonos, which yes, is the traditional Japanese garment.

Starting point is 00:08:04 This is not only culturally insensitive, but terrible for SEO. Just imagine searching of kimos and get Kim in lingerie right next to some Japanese traditional cultural event. Nobueno. Or should I say hashtag Kim, oh no. Going downhill. Then Kimono became Kikimono, which did not subsist any confusion and offense. Wait, what did skims do?

Starting point is 00:08:28 With them bibbitty, fabbity, who? Having a bad brand name was an expensive mistake that almost lost Kim Kardashian $10 million. Well, they're saying that I'm cultural appropriating. Because at the urgent need of a rebrand, a ton of skews of clothing were already produced with the old branding. Regardless of how expensive, a total rebrand and PR copywriting reset would be, it was. was necessary.

Starting point is 00:08:55 Do you think it's gonna hurt your business? I feel like there's no doubt in my mind that we have to change the name. Because even the best copywriting agencies cannot save a brand from cultural insensitivity baked into its name. And then raise your head to be like skims. Kim. Okay, more people like skimps.

Starting point is 00:09:11 But the even more expensive marketing crisis was, second, the Kardashian fatigue factor. At first, skims felt like another Kardashian cash grab. Just merch disguised as... a business. Do not buy this from skims. Because people will forget what you said, people will forget what you did. But people will never forget how you make them feel.

Starting point is 00:09:36 Are you so serious? I don't know if y'all just... It's just, it's almost just humorous. And with back to back to back ventures in the past, that raised quite a few eyebrows from the Kardashian clan. Oh, nice. Clearly. I mean, clearly. So what this does is it absorbs the gas. Oh, right, right, right.

Starting point is 00:10:02 I mean, she'll say it's a detox. The lack of trust puts skims under a blazing microscope. I order everything from skins. I was actually so excited about this shirt. There's more to life than finding the perfect car. But finding the perfect car can help you get the most out of life. Like the SUV that handles everything from drop. off to off road and the car that hulls groceries and hockey teams or the van that's gone from

Starting point is 00:10:31 just practical to practically family. Whatever you want, wherever you're going. Start your search at autotrater.ca. Canada's car marketplace. This episode is brought to you by Tell us online security. Oh, tax season is the worst. You mean hack season? Sorry, what? Yeah, cybercriminals love tax forms, But I've got Tellus Online Security. It helps protect against identity theft and financial fraud so I can stress less during tax season or any season. Plan started just $12 a month. Learn more at tellus.com slash online security.

Starting point is 00:11:10 No one can prevent all cybercrime or identity theft. Conditions apply. If they just relied on Kim Kardashian's fame, that has quite a bit of negative sentiment to it. I'd rather plan poisonizing plants in my aim before hearing another word about Kim Kardashian. Go ahead and do that, please. Good luck creating a lasting brand. Because shapewear is nothing new.

Starting point is 00:11:41 Spanx was already a well-known brand, basically dominating the shapewear market at that point. What are those? Stop it! They're my Spanx! They hold everything together! We are wearing Spanx's head to do. It's just gorgeous! There has to be a reason for people to switch from Spanx to skims

Starting point is 00:11:58 and putting extra dollars in Kim Kardashian's pocket was not it. What I hate about Sam's. This is your reminder to, not buy from skins. I'm so annoying. Like, I just have noticed the quality is so bad. So how exactly did this brand of distrust that started with not just one, but two terrible names? With endless controversies since launch, not just survive, but became a $4 billion company.

Starting point is 00:12:26 Did I just get influenced to buy this $200 skims body suit by this girl whose body type looks literally nothing like mine? Hell yeah, I did. I will always spend my money on skims. to be not just a brand, but a cultural movement. I literally have no words. This is so cute. Are we seeing how this is making me look so snatched? Welcome to Skims 2.0. I think this body suit may have changed my life.

Starting point is 00:12:50 A brand without trust is like a designer bag without a logo, a mega mansion without a roof, expensive, and nobody wants it. Which is why the following four marketing success factors changed the game. Oh my gosh. This is a game changing. First, skims, not Kims. Instead of selling Kardashian merch, skims leaned into something much bigger, a shapeware revolution.

Starting point is 00:13:15 This really goes with everything and anything. Where whether you watch every single season of keeping up with the Kardashians or not, it's hard to argue that the product actually sells itself. I'm gonna try this song for the first time and I need Miko's reaction. Okay? Yeah. A, it's insanely flattering from a design angle where I was even influenced by TikTok. I didn't even know I had this silhouette.

Starting point is 00:13:44 B, the quality of materials speaks for itself. It's the most amazing soft fabric. And C, Skims is now marketed as the ultimate bodyware brand for everyone, not just Kim's fans. With sizes ranging from extra, extra small to five extra large and nine shades to suit every skin tone, it delivers the inclusivity it promises. Are you kidding? I'm so mad at myself that I did not find this sooner in my pregnancy. Which brings the brand a unique value proposition.

Starting point is 00:14:16 Even though Spanx was the market leader in shapeswear, with over 20 years of market dominance and annual revenue between $200 and $500 million, ever since the 90s, their focus was on being skinny. Smooth. The fat disappears. It's like having liposection without the surgery. It was more of a practical piece than a fashion brand to be identified with. And now Skims is solving a problem.

Starting point is 00:14:44 Actually, more than just one problem. It's a shapewear revolution that makes shapewear wearable as is. If I'm not buried in this, like in the coffin, if I'm not buried in this, I'm haunting everyone. It enhances the curves and looks so flattering on every body. Instead of focusing only on slimming. Look at the butt! Oh my god! I do not have this butt.

Starting point is 00:15:16 The girls look so good. Who is she? Who is she? Which by the way, skims if you're watching, consider paying me because I was genuinely converted from a skeptic to a fan of both your branding and products because of everything just hitting. the right spot. And so did many others. Through marketing move number two, the underdog positioning. Luxury brands often feel unattainable, but skims flip the script by making premium shapewear

Starting point is 00:15:45 feel essential, not exclusive. Campaigns showcase real bodies and filtered skin and diverse representation, something Google ads digital marketing agencies have proven to drive higher engagement. Along with the visual branding of an effortless, modern, and relatable look, they mastered SEO copywriting and e-commerce, ensuring that skims ranked for everything from best body shapewear to everyday sculpting underwear, with viral pieces like the latex dress and the body suit that blew up the internet. I did not expect it to be this tiny. Okay, honestly, I get it. And a crazy two-hour delivery service in LA. Just because it's Kim Kardashian backed with over $700 million of venture capital funding, or should I say because of both,

Starting point is 00:16:36 skims did not become complacent and worked harder as a brand to prove itself. You guys, skims? Skims doesn't miss. I have invested money in skims. I've always believed in it. I would invest 10 times over. I wish I did more. It's also really cool to point out their emphasis on an e-commerce model.

Starting point is 00:16:57 This billion-dollar brand is actually passed. powered by Shopify Plus. And it's crazy how just like a small business running on Shopify, e-commerce giants like Skims and Kylie Cosmetics also run their e-commerce efforts on there, showing you that often the simpler, the better. And of course, to get the word out, marketing factor number three, culture creation must be talked about. Skims took influencer marketing to elite levels,

Starting point is 00:17:24 leveraging not just celebrities, but cultural movements. Skims didn't just hire influencers. They picked the exact people, dominating pub culture at any given moment. Think Ice Spice, Sabrina Carpenter, Cardi B. Charlie XX to now Rose. The brand partnered with Pace Social Media agencies to ensure every campaign reached the right audience with laser-focused, advertising, targeting. They didn't just use celebrities to model for skims. They made sure each one embodied a cultural movement that people actually cared about

Starting point is 00:17:58 and tapped into their audiences of Gen Z and Millennial Women, who are the perfect consumers for Skims, along with strategic collapse with established brands, such as Swarovsky and Fenty. It further adds the halo of positive brand associations and wipes out the perception of Kim's merch with a legit luxury brand. And they crushed it again with the Skims' men expansion,

Starting point is 00:18:25 creating a new space to dominate. We have been working on launching our men's collection for skims for a really long time. We really wanted to make it perfect. As men's shapewear or intimates never had the appeal or cultural relevancy, as did Victoria's Secret for women. To tap into the men's wear demographic requires tapping into the cultures that men care about. And that's exactly how skims did it. Thank the NFL partnership, dressing NBA stars and making loungewear aspirational. Everybody.

Starting point is 00:18:57 Everybody's always good. They tapped into Google PBC agency strategies to dominate the search market. For best shapewear and luxury loungeware. Not just for women now, but for everyone. Transitioning yourself into a category of its own. Whoever said loungeware was only for the house. Hasn't tried skims. This was B2B SaaS copywriting meets retail digital advertising.

Starting point is 00:19:26 A powerful blend of high-level marketing strategy with consumer-friendly, And success factor number four, scarcity marketing. This is something that Kylie Cosmetics and Easy used to help both brands take off. And it's something that skims used to turn limited inventory into a high-stakes event, a move that paid off massively. Scarcity marketing, aka FOMO, skyrockets demand. Where people have to race to get their hands on every new drop. I paid over $4,000 for the Docee-Gabana skim's collection.

Starting point is 00:20:01 You now don't just have customers, you have fans. Reason number, 962 why I am obsessed with Skims. Skims leverage paid social media services and Google digital ads to drive awareness before every product release, along with the massive library of organic word of mouth marketing out there on social media, because at the end of the day, it's just a good product that people want to share. And that is ultimately the most powerful form of marketing. The Skims website used SEO website, copy,

Starting point is 00:20:31 writing techniques to build anticipation. Think landing page copywriting optimized for conversion, then tie the scarcity to push for more urgent conversions. This wasn't just good marketing. It's top tier PPC advertising management, combined with best in-class conversion copywriting. I also need to take a minute to geek out on how good the visuals are for each timely campaign.

Starting point is 00:20:56 When the creative direction has so much personality and feels organic to the collaborator, yet stays so true to the skim's minimal brand. To the point that it doesn't matter if Kim Kardashian owns 35% or 5% of the company. Skims does not have the keyman risk, as does many other personality-driven brands like Kylie Cosmetics. Why? Because with or without Kim,

Starting point is 00:21:18 Skims has matured from Kim Skims to Skims. The shapewear that made shapewear cool again. Kim Kardashian got the word out, but the product spoke for itself. The way this just lifts and... That is how to build a real brand from influence. And not just a merch line. Skim's transformation from near failure to billion dollar success was no accident. It was an elite execution of direct response marketing, paid media advertising, and conversion-driven

Starting point is 00:21:52 copywriting. They rebranded from a celebrity business into a standalone powerhouse. Made luxury feel relatable and necessary, not just aspirational, mastered influencer marketing, paid social advertising, and Google PPC management. Expanded into multiple categories and dominated each one. Then used drop culture and scarcity marketing to fuel demand. This is a playbook. Every brand marketing agency and direct-to-consumer business should be studying.

Starting point is 00:22:25 Now tell me, has skims earned your respect as a marketing powerhouse? Or do you still think it's just another Kardashian brand? Drop your thoughts in the comments. I actually try to read all of them. If you also geek out on branding and business, share this episode with someone you love to grow and learn together. This is your marketing best EZOEZOE Unlimited. Episodes are available on all podcast networks, Apple, Spotify, YouTube.

Starting point is 00:22:48 Have a wonderful and amazing day. I'll see you next week.

The Marketing Bestie Podcast with zoeunlimited - skims was embarrassing, until it wasn’t

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