Kim Kardashian Launched new Shape wear brand “SKIMS”
Kim Kardashian West has now added shapewear in the list of consumer goods empire. But it was not so seamless to execute this innovative shapewear line. Initially, she launched the products under the brand name Kimono, and it received backlash. The date of launch was shifted from July to September, Kim wanted to keep the name inclusive and true to her personal brand.
In August new name was announced as SKIMS. This shapewear line is a new approach to shape-enhancing undergarments. Kim was frustrated with the lack of shapewear options in the market and never really worked right or gave the proper support. She ended up cutting the pieces at home and sewing them to get the results she wanted.
Kim has been working on this shapewear concept for a few years before she finally announced the launch of her line.
“I first had the idea to launch my own shapewear line over a decade ago, but it’s something that I knew I didn’t want to rush to get right. I wanted SKIMS to deliver a product that I myself would wear on an everyday basis and I am so proud of every single piece that we have created. I’m reading everyone’s responses to the brand and seeing all the amazing social media posts from people who have received their orders and are proudly showing off their SKIMS. The feedback truly means so much to me, and I’m so grateful,” says Kardashian West.
Kim Kardashian found that changing the name to SKIMS was a positive change
“As soon as I saw how people felt about the name, I took a couple of days to really think about it and talk to people. I wanted to ensure we were able to use the same product without waste. I’m happy we were able to figure it out so quickly. The name SKIMS is the perfect fit for the brand and it resonated with me immediately. Of course, it incorporates my name, which is what I originally loved about Kimono, but it also feels personal and literally close to one’s skin. I hope women will turn to SKIMS as an essential part of their everyday dressing process like it is for me.”
SKIMS has sold several styles in different sizes and colors since the launch. “The launch exceeded our expectations with tens of thousands of orders in a matter of minutes and more than half a million unique visitors with an extremely high intent to purchase. The combination of broadcast TV and press, influencer reviews, wide celebrity support, and Kim’s own social channels created a truly synergetic effect with over one billion media impressions at launch,” says Jens Grede, director and partner of Skims board.