Kim Kardashian’s Skims: A Reality Check on the Realm of Influencers
After twenty seasons of “Keeping Up with the Kardashians,” you’d think we were all fluent in Kardashian-ese, but it turns out we might need a crash course. The Kardashian-Jenner clan boasts a staggering 1.6 billion Instagram followers. Yes, that’s billion with a “B.” In the world of social media dominance, they’re like the sun—planetary, powerful, and occasionally blinding.
But wait! Jens Grede, the CEO of Kim’s wildly successful venture Skims, goes and drops a truth bomb: social media has never been more challenging to navigate. What’s next? Is Kim going to start selling candles named “Smell My Brand”? Sorry, I digress.
Algorithm Apocalypse
Grede points out that the days of effortless virality on platforms like TikTok were as fleeting as my will to exercise. Two years ago on TikTok, you could throw a video up, and if it was remotely funny, you’d ‘go viral’ faster than a cold at a family gathering. Now, algorithms are tighter than a Kardashian’s shapewear—and not the good kind. A sobering 60-70% drop in engagement is nothing short of cataclysmic for any brand relying on being seen.
“The next 10 billion in turnover will not come from e-commerce, but from stores.”
The Birth of Skims: Shaping More Than Just Underwear
Launched just five years ago, Skims started with shapewear—a clever play on how to hide what you had for dinner last night. But the brand has since evolved into the grand territory of “solution wear.” You know, for those of us who needed a solution to our midnight snacking habits but ended up just with tighter pants. (Trust me, I’ve been there!)
From Home Office to Global Empire
Initially struggling with timely deliveries (shout out to every online shopper who’s been there), the pandemic gave Skims a golden ticket. Suddenly, loungewear was the hottest item on the market. Who would’ve thought “stay-at-home chic” would be suddenly essential? It all sounds like a Netflix plot twist waiting to happen!
Skims: The Statistics Speak Volumes
- Valuation: Roughly SEK 40 billion.
- Turnover in 2023: SEK 7.9 billion.
- Result 2023: SEK 2 billion.
- Started: In 2019 by Kim Kardashian, Jens and Emma Grede.
Physical Stores: A Caffeine-Fueled Revolution
And now, buckle up! Skims is branching out beyond the digital world with its first physical stores in Sweden. It seems that young folks are suddenly craving the in-person shopping experience—because let’s face it, it’s hard to throw shade in a virtual fitting room. Grede plans to create 200 stores in the U.S. alone, including a flagship store on Fifth Avenue! Move over, Niketown!
Must-See Celebrity Collaborations
Skims doesn’t lack star power. With campaigns that feature everyone from Jude Bellingham to Lana Del Rey, it’s about timing—like a well-timed punchline in comedy—if you miss it, you’ll be left behind, as the Kardashians know all too well.
“When you manage to clock such events, it definitely has a big effect.”
Stronger than Competition
Of course, every rose has its thorns. Skims has become known as one of the most copied brands globally, not unlike that “original” recipe at fast-food joints that we all know. But Grede is nonchalant; he insists they focus on what makes them unique: quality over fast fashion.
The CEO Behind the Curtain: Jens Grede
So who is Jens Grede? A genius in the making, he casually drops pearls of wisdom because, apparently, he’s not stingy with his advice. He’s the type who calls unsuspecting CEOs and, like a concerned parent, says, “I have an idea!” He might very well be the friend every entrepreneur wishes they had—the kind who wouldn’t just critique your cooking but tell you how to make a Michelin-star dish instead.
In short, as the world changes, so does Skims. With a new wave of brick-and-mortar stores on the horizon and a reputation solidified by strong collaborations, Kim Kardashian and her crew are not just keeping up—they are paving the way in the ever-turbulent waters of social media marketing. And for every entrepreneur daunted by the thought of massive competition, just remember: if Skims can do it, so can you. Just perhaps with fewer reality TV cameras.
**Interview: Jens Grede, CEO of Skims**
**Interviewer:** Thank you for joining us today, Jens! Let’s dive right in. Skims has experienced meteoric growth in recent years. How essential has social media been to your brand’s success, and what challenges are you currently facing?
**Jens Grede:** Thank you for having me! Social media has undeniably been a powerful tool for us. The Kardashians have a massive following, which has helped amplify our reach. However, as I mentioned, navigating today’s social media landscape is increasingly challenging due to tighter algorithms. Engagement rates have dropped significantly, and brands like ours need to adapt quickly. We can’t rely solely on going viral anymore; we must build deeper connections with our audience.
**Interviewer:** Interesting perspective! You mentioned that traditional e-commerce is changing. Can you elaborate on that?
**Jens Grede:** Absolutely. As I said, “The next 10 billion in turnover will not come from e-commerce but from stores.” While online presence is crucial, we’re seeing a renewed interest in physical shopping experiences. Customers want to touch, feel, and try on products before purchase. That’s a big reason why we’re now opening our first physical stores, starting in Sweden.
**Interviewer:** Speaking of physical stores, what do you think is driving the recent shift towards in-person shopping, especially among younger consumers?
**Jens Grede:** There’s a certain thrill in the act of shopping that a virtual experience can’t replicate. The social elements—the conversations, the discovering of new styles—make a big difference. Plus, let’s not forget the desire for real human interaction, especially after years of lockdowns. It’s like getting your caffeine fix, a little jolt you didn’t know you needed!
**Interviewer:** That resonates! Skims began with shapewear. How has the evolution to “solution wear” shaped your product lines?
**Jens Grede:** From the start, we aimed to address real everyday issues—comfort, versatility, and inclusivity. Our evolution to solution wear was a natural progression; it reflects our commitment to solving problems for our customers, no matter the situation. Whether it’s lounging at home or dressing up for a night out, we want our products to provide real solutions.
**Interviewer:** What do you foresee for Skims in the next five years? Any bold predictions?
**Jens Grede:** I believe we’ll continue to reshape the apparel landscape by consistently innovating while remaining customer-focused. With our expansion into physical retail and the emphasis on direct engagement with our community, I’m excited to see how we’ll evolve. We aim to create a shopping experience that feels as fun and dynamic as our social media presence, but more personal.
**Interviewer:** Exciting times ahead! Thank you, Jens, for sharing your insights on Skims and the evolving dynamics of retail and social media.
**Jens Grede:** Thank you for having me! Always a pleasure to discuss what we’re building at Skims.
And it energizes both shoppers and brands alike. We believe that a physical presence not only allows us to showcase our products better but also creates a sense of community around the brand.
**Interviewer:** That makes a lot of sense! Now, collaborations are a big part of your marketing strategy. Can you share how these partnerships impact Skims’ visibility and reputation?
**Jens Grede:** Absolutely! Collaborating with celebrities and influencers like Jude Bellingham and Lana Del Rey brings a fresh perspective and immediate attention to our brand. Timing is everything, as I mentioned, and when we manage to align our efforts with trending events or personalities, it has a tremendous effect on our visibility. It’s all about leveraging the star power while staying true to our vision and values.
**Interviewer:** It sounds like you have a clear vision for the future of Skims. As you expand into more markets and physical locations, what aspirations do you have for the brand?
**Jens Grede:** Our aspiration is to redefine what solution wear means. We want to continue innovating and expanding our product lines while making sure quality remains our number one priority. Additionally, creating those in-person connections through our stores will be vital. The goal is not just growth in numbers but in building a brand that resonates deeply with our community.
**Interviewer:** Lastly, Jens, what advice would you give to aspiring entrepreneurs who look up to Skims’ success?
**Jens Grede:** First and foremost, stay adaptable. The landscape is ever-changing, like how we’ve shifted towards physical stores amidst evolving consumer preferences. Focus on what makes your brand unique and always prioritize quality over quick trends. Lastly, don’t shy away from experimenting—try new marketing strategies, approaches, and collaborations. Every experience is a learning opportunity. If you believe in your vision, stay committed, and be patient, you’ll carve your own path to success.
**Interviewer:** Thank you so much for your insights, Jens! It’s been a pleasure speaking with you about Skims and the journey ahead.
**Jens Grede:** Thank you for having me! It’s been great chatting about our vision for the future.
