The secret to Skims’ success isn’t that its founder is arguably the most famous person in the world — well, not *just* that
Photo: Courtesy of Skims Kim Kardashian is talking rhapsodically about panties. “It’s like the one product that we really can’t keep on the site,” she tells me, Zooming from her all-white sanctuary in Calabasas, California. “We’re always sold out.”
Kardashian typically doesn’t like dipped thongs, she continues, “because it can make you have a little pouch.” But after her signature five rounds of fitting — she does this with her Fits Everybody dipped thong specifically — she got to a place with the fit that she liked. “To this day I still do every single fitting,” she told us. She then fits all the sizes on different body types and heights.
A 2018 Allied Market Research report said that changes in lifestyle and the rise of hygiene awareness are causing mass growth in the intimate market. By 2025, the firm expects the global market to reach $325.36 billion. In 2022, Skims was reportedly valued at $3.2 billion. Since the Fits Everybody styles were developed and launched in 2019, the brand has sold over 300,000 pairs. Recently, Skims dropped the collection in pink, and it sold out for users within a minute.
With their help, Kardashian developed an “exclusive,” never-before-used material. She also used technology to accomplish the smoothness and stretch. It’s a technology so wild that she doesn’t even know how they came up with it, but she knew immediately when she felt it that it was right. Like many things today, technology is where the market is turning to accomplish the sharpest fit.
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