A Masterclass in Model Repositioning
What’s nice in regards to the launch advertising and marketing 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 girls, males, athletes and non-athletes alike.
The way forward for advertising and marketing and partnerships
This collaboration is an instance of how manufacturers aren’t 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 number of curiosity and buzz, which spilled over into its partnership announcement with the basketball leagues. What we are able to study from their technique is the necessity for manufacturers to lean into traits and innovate. To be able to be aggressive, manufacturers must embrace new alternatives, take dangers and develop campaigns and partnerships that transcend the standard and break by means of the muddle.
The Skims advertising and marketing playbook
Listed here are 5 classes from Skims that entrepreneurs can study from.
Acknowledge shared pursuits and alternatives
On the floor, a ladies’s clothes firm {and professional} basketball leagues don’t appear to have rather a lot in widespread. 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 attraction. By the point the collaboration with the leagues was introduced, Skims’ reference to sports activities felt extra natural.
Be inclusive
Increasingly customers are selecting manufacturers that replicate their identities and align with their values. By means of its collaborations with the NBA, WNBA and USA Basketball, Skims has established itself as a model that celebrates and embraces range by means 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 reason why the Skims Males launch marketing campaign made such an influence on customers was as a result of the model sought to construct a real reference to its star ambassadors by leaning into sports activities tradition, model and humor, making their endorsements really feel genuine and relatable.
