Why SKIMS and why now?
Nike & Skims, who would’ve thought? This iconic collaboration was obviously the result of strategic deliberation, planning, and executive leadership. According to Investopedia, Skims is now valued at $4 billion. That’s $4 billion poured into the domestic economy, $4 billion that came from an idea and proper execution. While the collaboration may have seemed left field for some, it is clear now that Kim Kardashian is a savvy businesswoman whose hard work is paying off.
Kim Kardashian is a Business Maven
Starting from scandal and moving into an expert in consumer psychology. Kim Kardashian has had a controversial past, but one thing that can’t be said about her is that she is not a business maven. From a television show, to a makeup brand, to SKIMS, she is truly a woman about her paper. One might ask how she did it, and I truly believe it comes from knowing her audience and conducting deep market research on her target demographic. Kim does not skimp on knowing her audience through several trials of businesses, I bet she has been able to gain countless amounts of first party data on her target group and leverage her business prowess to put it to good use.
Collaborations That Serve Both Audiences
Nike, an athletic brand, and SKIMS, a comfort line, have so many things in common. From the trendiness of their brands to being wrapped in the occasional controversy, both are also cultural trend setters that work to set the trends and not just follow them. While to some this collaboration comes out of left field, it truly serves both audiences in a unique way.
What’s Next
Who knows? All I am assured of is that with making big moves like this, SKIMS and Nike are solidifying themselves as legacy brands.
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