How brand positioning has been used on 'Skims'

Brand positioning helps businesses define themselves in their target audiences’ minds. Marketing has change massively compared to what it was a few years ago, in this current business market it is not enough for a business to solely rely on their service and product, as they need to be able to gain their customers attention and indirectly tell and show their customers why they should be purchasing their products and be loyal to the business. This can be done in many ways, here we will go over how celebrity Kim Kardashian was able to do this and gain loyal customers, and a high demand for products that their competitors are selling at a lower rate.

Kim Kardashian is the founder of the business Skims, which is an American shapewear company which has been able to have consistent sell outs on its new drops. Kim is not only is the founder of this business, she is also a reality tv star and a Instagram star with over 300 million followers, who are very active on follow the celebrity’s many business ventures and keep up with her social life. This has been an advantage for Kim, as she has been able to market her product much easier than other businesses, as her target audience are right in front of her. This made the business a success before the product launch due to the advertising she was consistently doing on her many social media platforms.

You may think how being a celebrity and having social media influence links in with brand positioning, well Kim Kardashians herself is a brand and she mainly uses her platforms to promote herself and her businesses. Who already has loyal customers, who trust her products and view her as a high-class woman who is only seen wearing the best quality clothes, which allows customers to believe that the product from Skims is the most high-quality lounge wear on the market. As it is made to look so on her Instagram, Twitter, and Snapchat, the pictures, and videos on her platforms in her brand are what attracted her customers (also known as her followers) to question what she is wearing which makes them want the product. This is how demand is created for her products and has allowed the products and sell out at a fast rate and allowed the business to be such a success.