What’s nice in regards to the launch advertising marketing campaign is that it subtly ready folks for the bigger collaboration that adopted. Skims was not solely a women-centric shapewear firm; it had repositioned itself as a way of life model for ladies, males, athletes and non-athletes alike.
The way forward for advertising and partnerships
This collaboration is an instance of how manufacturers will not be restricted to their preliminary markets. Skims positioned itself as a model that would transcend new verticals.
Whereas it’s too early to understand how profitable this partnership can be for the manufacturers, the Skims menswear launch generated a whole lot of curiosity and buzz, which spilled over into its partnership announcement with the basketball leagues. What we are able to be taught from their technique is the necessity for manufacturers to lean into traits and innovate. As a way to be aggressive, manufacturers have to embrace new alternatives, take dangers and develop campaigns and partnerships that transcend the normal and break by way of the muddle.
The Skims advertising playbook
Listed below are 5 classes from Skims that entrepreneurs can be taught from.
Acknowledge shared pursuits and alternatives
On the floor, a ladies’s clothes firm {and professional} basketball leagues don’t appear to have loads in frequent. However a more in-depth look reveals shared values and pursuits. The manufacturers embody inclusivity, aspiration and excellence. Skims acknowledged it, and leveraged it.
Reshape shopper notion strategically
Skims’ launch of its males’s line forward of its sports activities partnership was strategic. It gave the corporate the chance to reshape shopper notion of what they thought the model was and broaden its enchantment. By the point the collaboration with the leagues was introduced, Skims’ reference to sports activities felt extra natural.
Be inclusive
Increasingly shoppers are selecting manufacturers that replicate their identities and align with their values. By way of its collaborations with the NBA, WNBA and USA Basketball, Skims has established itself as a model that celebrates and embraces variety by way of race, gender and physique inclusivity.
Guarantee an actual reference to model ambassadors
Profitable influencer campaigns are a results of genuine connections between the influencer, the model and the content material. One of many the explanation why the Skims Males launch marketing campaign made such an affect on shoppers was as a result of the model sought to construct a real reference to its star ambassadors by leaning into sports activities tradition, type and humor, making their endorsements really feel genuine and relatable.
