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SKIMS: A Case Study in Counter-Cultural Branding and Market Disruption
Tap into 100+ Funding Sources, NAACP’s $200M Fund and 47 Self-Care Essentials for Working Women
Jasmine Crockett
November 19, 2024
Breaking Boundaries
Women redefining success and inspiring others to reach new heights.
Beyond E-Commerce: How Kim Kardashian is Revolutionizing the Shapewear Market
“When the world zigs, zag.” The 80s Levi’s marketing tagline has relevance beyond the brand, epitomizing Kim Kardashian’s counter-cultural approach to growing her shapewear and clothing brand, SKIMS. Valued at $4B in 2024, raising $330M in venture capital just last year, her brand disrupted the market share dominated by Spanx. SKIMS is growing not only because of Kardashian’s celebrity status and marketing prowess but for coloring outside the e-commerce lines. |
Website sales, pop-up shops and retail placements were just the precursors for the brand's success. Its second chapter is swimming against the online current, stepping out behind the screen with brick-and-mortar stores. The first was in D.C. plus additional stores in Florida, Texas and Georgia with flagships in LA and NYC.
The vision is BIG! “A future where years from today there’s a SKIMS store anywhere in the world you’d find an Apple store or a Nike store,” says co-founder Jens Grede, in the LA Times.
And up next? Menswear and underwear partnerships with the NBA, WNBA and USA basketball plus whispers of an IPO pursuit.
Kardashian pushes the envelope with vision. Whether it’s expanding into new markets, disrupting the status quo for on and offline shopping integration or skyrocketing visibility, she’s creating access for everyone and every body.
Need to Know
🎟️ Expected to sell out: Women of Influence Luncheon in Dallas, TX on 3/21 honors Black women business owners at the Statler Hotel. The 3rd annual event touts “The Affirmed Woman” theme across music, awards, performances, networking and a catered lunch. Tickets are $100.
Historically sidelined no more. Black-led VC, Fuze Fund, unveils $30 million Reg-D 506(c) fund approved by the SEC. The firm is “committed to building a future where groundbreaking ideas are not limited by barriers of race, gender or background.”
The holidays are coming in hot 🔥 Don’t invite burnout into the hustle and bustle. Treat yo’ self with 43 Luxe Self-Care Gifts for Working Women.
100+ funding sources bolstering women who lead in innovation, leadership and social impact. Deadlines range from November 2024 to ongoing opportunities.
Hey goal diggers! Jenna Kutcher announced as fireside chat speaker at the Let’s Grow Summit by Keap in Phoenix, AZ on 11/21-22. Register here.
Industry Updates
Record women MBA enrollment numbers achieve gender parity in 2024 at 8 schools including top universities like Northwestern, Duke University and Washington University in St. Louis.
Big news: 🚀 The largest civil rights org launches NAACP Capital Fund. The $200M aims to fund startups and fund managers with the mission to close the gap for communities of color. Backed by 9 venture fund managers, Kapor Capital and Kapor Center.
Startup investor brokering million dollar deals, Amy Griffin, gives a sneak peek of the cover of her memoir, The Tell, out 3/25. Preorder her book here.
Tailored financial support is no longer a luxury. It’s a need. See how specialized financial support is crucial for women tech founders to scale.
Quote of the Week
Don’t let anyone tell you that you are too ‘emotional’ about your business. A founder’s passion is the biggest asset a business can have.
Resource Spotlight
📚 Book 60 women CEOs and leaders dish critical insights in a narrative and research combo read in When Women Lead: What They Achieve, Why They Succeed, and How We Can Learn from Them by Julia Boorstin | 🎧 Podcast Seth Godin brings the strategy and how to avoid common “success traps” in Maria Forleo’s Podcast episode, Why Everything You Know About Success & Productivity Is Wrong with Seth Godin. | 📝 Article Interviews from women founders + research gives you what you need to rise above the rest in Inc.’s Nevertheless, She Persisted: 5 Tips for Aspiring Women Entrepreneurs. |
Founder’s Note
I believe in what I’m building with Smply and so should you with your business! Kim Kardashian is proof that leaning into your concept’s power, no matter what the crowded marketplace is doing, yields dividends. Because if you lose what you set out to do based on what everyone else is doing, you’ll not only lose motivation and momentum but the essence of your vision.
Key Insight: :For me, it’s about staying the course. Own your expertise in a way that only you can, no matter what’s trending. I stuck to my design style and aesthetic which has led me to new opportunities and starting a new venture in the home design space.
Action Taken: Lay out your long-term goals and check in quarterly or annually to chart your business course. This creates accountability to your goals and vision while allowing you to course correct when you’re heading in a different direction.
Tip for Fellow Founders: Two things: Believe in yourself and stay the course. It may be a slow go at the start, but remember nothing was built overnight. Stick to your plans (and who you are) and see it through!
Stay inspired, stay unstoppable,
