In today’s world, it requires great innovation and influence to make groundbreaking advancements in both fashion and commerce. The rise of SKIMS makes accomplishing that look too easy. Throughout my undergrad, I immersed myself in the realms of digital branding and content marketing. These courses provided me with the opportunity to dive into projects specifically centered around the shape wear company that is shaping the marketing industry.
Below are just a few of the projects I have done for SKIMS, including: the development of comprehensive brand guidelines, identifying market opportunities and sizing, and orchestrating the conception and execution of a marketing campaign targeting a previously untapped market.
Through these experiences, I gained invaluable insights into SKIMS’ current content marketing strategies, allowing me to blend theoretical concepts with practical, real-world applications. These projects not only sharpened my skills but also provided me with an understanding of the dynamic intersection between branding, marketing, and the ever-evolving fashion industry.
Recognizing that a brand’s visual identity is the backbone for effective communication, I developed a set of comprehensive brand guidelines – consisting of a color palette, typography, and logo usage. These guidelines became a touchstone for all future creative decisions, ensuring that visual harmony was maintained throughout the entire campaign.
Simultaneously, my exploration of SKIMS’ market opportunity sizing was integral to this process, providing insights into the potential demand and competitive landscape. This data-driven approach ensured that the marketing campaign not only aligned with the brand’s essence but was also tailored to capitalize on identified market opportunities.
Take a closer look at what laid the groundwork for this campaign:
Comfort, confidence, and style, at any age.
SKIMS positions itself as more than just a brand. It is a symbol of empowerment for women everywhere. Its commitment to this inclusivity goes beyond just a mere brand statement. With a range in sizes, colors, and adaptability for women with disabilities. While SKIMS embodies everything an older woman seeks in a brand, the essence may be overlooked due to its influencer-centric marketing approach, primarily resonating with a younger demographic. Recognizing the untapped potential and the unique appeal SKIMS holds for older women, I have created the “Timeless” campaign. This initiative aims to extend brand awareness to an older audience by showcasing the ageless elegance and sophistication of women in SKIMS attire in their everyday lives. Through this campaign, I aim to bridge the gap between the brand’s inherent inclusivity and the older demographic, highlighting SKIMS as not just a clothing brand but a timeless companion for women of all ages.
I decided to take the Bob Gilbreath approach on this one by diving deeper into ‘why the product matters’ rather than just merely ‘what the product is.’ The purpose of this campaign was to create meaningful marketing that targets the women who dominant the spending market. It focuses on telling a story of confidence and comfort, while also visually reinforcing that story. This demographic often feels ignored by marketers, and this campaign aids in recognizing their needs.
Why? This new venture aims to tap into the brand loyalty characteristic of the older demographic. Recognizing the shifting landscape of social media trends, where the brand’s current consumer base may swiftly gravitate towards the latest sensation on platforms like Instagram or TikTok, the “Timeless” campaign adopts a different approach. By showcasing SKIMS products on a diverse range of older women across various platforms, with a narrative emphasizing the transformative impact of the products on their lives. This strategic shift anticipates a higher engagement from the older audience, leveraging their appreciation for brand loyalty and a more narrative-driven approach.
Kaylee Rychel
