Emma Ostrovsky 1

A proposal for SKIMS presented by ERO

Marketing
 Emma Ostrovsky 2

Transmittal letter:

January 25, 2022

Emma Grede, CEO of SKIMS

SKIMS headquarters
3578 Hayden Avenue
Suite #N1, Culver City, CA 90232

Dear Emma Grede,

As the CEO of ERO Marketing, I am proud to say our company has invested a great amount of time researching
your amazing brand. We have examined SKIMS thoroughly and as a team have come up with some
recommendations to improve, promote and increase awareness of SKIMS. Here at ERO Marketing we take
pride in hiring the best professional team full of talented strategic communication strategists who specialize in
all aspects of communications, public relations and marketing. Our team has experience in everything from
social media audits to crisis communications to promotional event planning.

After carefully examining SKIMS social media presence and brand collaborations, our team has created a
proposal with three key recommendations that we guarantee will raise SKIMS consumer interest and publicity.
ERO Marketing has identified the perfect target audience to grow SKIMS, attracting every female over the age
of fifteen. SKIMS mission statement focuses on “providing solutions for every body,” which is exactly what we
plan to promote. First, we want to create a podcast on the SKIMS YouTube channel where a variety of women
can talk about body positivity. Secondly, we want SKIMS to collaborate with the American Breast Cancer
Society, and our third goal is to add a new product of shapewear such as bathing suits.

I can guarantee ERO Marketing is equipped and prepared to not only expand but strengthen SKIMS as a brand.
Our top priority is to introduce SKIMS to a new audience by improving, promoting and increasing awareness of
SKIMS. We appreciate the opportunity and are confident that we will successfully help SKIMS reach its full
potential.

ERO Marketing would like to set up a Zoom meeting to answer any questions. Let us know a specific time and
date that works best for you. I am available to meet anytime between 2 and 6 during the week. The Primary
Contact for this proposal is Sam Jordan, our president of Strategy (Sjordan@eromarketing.com or (336) 554
-6020).

Sincerely,

Emma Ostrovsky
Emma Ostrovsky
CEO of ERO Marketing
 Emma Ostrovsky 3

Executive Summary:

Kim Kardashian and Emma Grede have positively impacted an immense amount of

women's lives all around the world since creating SKIMS back in 2018. SKIMS is a

solutions-oriented brand that has created a new generation of shapewear, loungewear, and

underwear for all types of women. Located in Los Angeles, California, SKIMS currently has 218

employees and continues to grow larger every day. SKIMS has a strong mission statement, setting

new standards and providing solutions for everybody. Not only does SKIMS have very affordable

pricing but the brand makes a wide range of sizes that is usually unheard of, many other famous

shapewear brands fail to offer this. SKIMS values inclusivity as their clothing line incorporates

and includes women of all races and sizes. SKIMS is designed to empower women and make them

feel confident and sexy in their own skin no matter what they look like. SKIMS emphasizes natural

beauty in all people due to their use of neutral tones and embraces confidence in their products and

campaigns.

SKIMS does a great job of using all their social media platforms. The brand's main

platforms include Instagram, Facebook, Twitter, Youtube and TikTok. SKIMS announces all their

campaigns, products, and collaborations on their various platforms. We noticed that SKIMS has

collaborated with many famous influencers such as Meghan Fox and Kate Moss, as well as famous

brands such as Fendi. They have also collaborated with world-wide events such as the USA

Olympics. However, SKIMS has never created a collaboration supporting a women’s health cause.

ERO marketing also analyzed SKIMS social media activity and concluded that their Youtube does

not attract as much attention from potential customers compared to their other platforms. SKIMS

instagram has 3.6 million followers while SKIMS youtube has 31.2 thousand. Lastly, we noticed
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that SKIMS had not come out with a new product recently. At ERO Marketing we want to

strengthen your brand by attracting SKIMS target audience with new content, gain more potential

customers and enhance SKIMS following on all their social media platforms.

ERO Marketing has a list of recommendations that we want to operate over a nine month

timeline from February 2022 to October 2022. First, we want to create a podcast on the SKIMS

YouTube channel where a variety of women can talk about body positivity and share personal

stories, uplifting other women. Secondly, we want SKIMS to collaborate with the American Breast

Cancer Society, creating a “Pink” collection, donating a percentage of every sale to the

organization. This will show how much SKIMS supports women and will emphasize SKIMS

making women of any body type feel sexy no matter what they have been through physically and

mentally. Our third goal is to add a new product of shapewear such as bathing suits just in time for

summer. We are confident our recommendations will enhance SKIMS and instantly attract women

ages fifteen and up.

 Emma Ostrovsky 5

Situation Analysis:

In 2018, reality star Kim Kardashian started SKIMS and transformed it into a $1.6 billion

business, located in Los Angeles, California.SKIMS is a solutions-oriented brand that has created a

new generation of shapewear, loungewear, and underwear for all types of women. The idea for

SKIMS originated from Kim Kardashians own struggle to find shapewear that fit her comfortably.

She wanted to find the perfect layers that would give her the confidence to wear outfits that she

would not usually consider. Kim Kardashian co-founded her brand SKIMS with Emma Grede, the

CEO of Good American which works closely with Khloe Kardashian, Kim’s younger sister. Both of

these brands are known for championing body positivity and inclusivity. SKIMS has grown rapidly

over its launch and continues to grow larger every day. In 2020, SKIMS made a comfortable $145

million in revenue.

SKIMS mission statement is simple: inclusivity within the industry. On their website, their

goals are as stated: “We are setting new standards by providing solutions for everybody. From

technically constructed shapewear that enhances your curves to underwear that stretches to twice its

size, our goal is to consistently innovate in the past and advance our industry for the future.” The

brand captures women who watch the Kardashians as well as women who feel confident, sexy, and

naturally beautiful in their skin no matter what they look like. The primary target audience for

SKIMS is women ages fifteen and up. SKIMS current customers range from ages 4-50 as they

have recently released a loungewear brand for children, with sizes ranging from 2T-10. SKIMS

makes sure to incorporate all races due to inclusivity. The brand emphasizes natural beauty in all

people by their use of neutral tones and the way that they embrace confidence in their products and

campaigns.
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While over the past years SKIMS has quickly become one of the most well known women

shapewear brands, they still have to compete with other classic, well- known shapewear brands

such as the famous brand Spanx. That being said, SKIMS has one-upped these brands with their

wide range of sizes. SKIMS makes sizes for women's underwear, shapewear, and loungewear that

are available in XXS to 4X as well as 28 bra cup sizes. This is unheard of, as many famous

shapewear brands will only range from XS-XL, Spanx only goes up to size 3X. SKIMS color

scheme is neutral-based, with most shades being nude for all races. SKIMS has nine core colors that

they offer in the majority of their products, including Sand, Ochre, and Cocoa. The other colors

offered are mostly cool-tone blues, light purples, greys, blacks, and whites. The brand is surrounded

by feeling comfortable in both the clothing and their skin altogether. SKIMS product pricing is

also surprisingly very affordable for the quality of the clothes, adding another reason why many

customers support and respect the brand. SKIMS pieces start at just $14 with the most expensive

item being $98. This allows a large population of women to have access to the brand without

breaking the bank and feeling luxurious like America’s favorite influencer.

Looking at SKIMS 'use of PESO, they demonstrate paid media through advertising their

products on their main social media platforms such as Instagram, Facebook, Twitter, Youtube, and

TikTok. Earned media can be found on the SKIMS youtube reviews where customers give their

reactions on the products. SKIMS has usage of owned media with their Skims Website and Shared

Media is the content that is spread across all their social media platforms. The two platforms that

they have the most following on are Instagram and TikTok. SKIMS uses their platforms to

announce all their campaigns and collaborations. The brand has taken on both political and social

causes but did take a stand against racism and police brutality in June of 2020. They have also

recently came out and made a line of shapewear for team USA at the Olympics and Paralympics for
 Emma Ostrovsky 7

Tokyo 2020. SKIMS did a photoshoot with a variety of Olympians, celebrating their career highs

and goals. On top of that, SKIMS has had many celebrity spokespeople, not just the Olympic team.

Most recently, SMIKS collaborated with Kortney Kardashian and Megan Fox. Both of these women

have been in the headlines recently for their outspoken confidence, their exposed relationships, and

for their public lives as being single mothers.

Social Media Audit:

Social platform and URL Number of Target Audience Brand

Followers Archetypes/Voice/Brand
Persona

Instagram 3.6 M Currently, 15-60 ● The lover- self love,

https://www.instagram.com/s (women) about the same
kims/ age range of who go on
instagram and online
shops for SKIMS
body image
● The caregiver- family,
maternity
● The Rebel- pictures,
models, breaking social
norms

Tik Tok 363.3 K Currently, 15-40 ● The lover- self love,

https://www.tiktok.com/@ski (women) about the same
ms age of women that would
go on Tik Tok and look at
other girls or women
wearing SKIMS
body image
● The caregiver- family,
maternity
● The rebel- Pictures,
videos models, breaking
social norms

Twitter 66.6 K Currently, 15-35 ● The lover- self love,

https://twitter.com/skims (women) to view SKIMS body image, inspiring
body positivity quotes quotes from influencers
and collections

Facebook 188 K Currently, older ages ● The lover- self love,

https://www.facebook.com/S around 20-50 (women) to
KIMSbody/ see new collections
pictures and drops
body image
● The caregiver- family,
maternity
● The Rebel- pictures,
models, breaking social
norms
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Youtube 31.2 K Currently, 15-60 ● The lover- self love,

https://www.youtube.com/c/s (women) watch video
kims reviews of clothing and
models
body image
● The caregiver- family,
maternity incorporated
in videos
● The Rebel- pictures,
models, breaking social
norms

SKIMS has clearly done an outstanding job creating strong content on all of their social

media platforms. That being said, our recommendations provided in the report below will take

SKIMS social media platforms to the next level. The areas we will be focusing on include

furthering SKIMS social media content, advertising campaigns and creating new products for the

brand. Our goal is to attract SKIMS target audience with fresh exciting content, gain more potential

customers and enhance SKIMS following on all their social media platforms. We are confident our

recommendations will enhance SKIMS and represent the brand in the most positive light.
 Emma Ostrovsky 9

Recommendations:

Recommendation #1

Smart Goal: Create and develop a body-positivity podcast on the SKIMS YouTube channel
which posts an hour of content every Monday by August of 2022 that attracts a target
audience of women ages 15+.

Tactics: Deliberate a film team and a producer for the podcast by the first week of February
of 2022. Have the producer rent out a studio space for the podcast to be filmed. The
producer will have until March 1, 2022 to accomplish this and will have to spend at least 2
hours every day until March looking for a studio space. Kim Kardashian and Emma Grede
will work together to choose a formal name for the SKIMS podcast by February 2, 2022 and
hire a host that is successful, hard working and has a positive overall reputation. The film
team will send out five offers to possible co-hosts and pick the best one by the end of
February.

● Film content April - June 2022

● Podcast host spends at least 2 hours a day planning for podcast and hiring co-hosts
● Co-hosts can be anyone from a famous influencer to regular women that nobody
knows yet
● Co-host will have a story to tell about their own self-love journey and how they
became “confident in their own skin” including health/workout journeys as well
● Talk about SKIMS products on the products
● Promote podcasts on all Social media platforms including Instagram, Tik Tok,
Facebook and Twitter.
● Use trending hashtags such as #SKIMSpodcast #BodyPositivity #Mystory
● Upload content every monday and have the SKIMS team respond to comments
under video/interact with customers
● Create new topic for every episode that is exciting and will make any women ages
15+ want to tune in
● Have guest speakers advertise their episode on all of their social media platforms
● Start posting content first week of August 2022
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● Grow SKIMS youtube following from 31.2 k to a goal of 500 k a month after the
podcast premiere, as women watching the new podcast will begin to subscribe

Recommendation #2

Smart Goal: Create a PINK clothing line for SKIMS by May of 2022, in honor of the
American Breast Cancer Society in which 10% of each order will be donated to the
foundation.

Tactics: Have the SKIMS team design a PINK line that will attract women ages 15+ and
that is in style for the spring and summer season. Kim Kardashian and Emma Grede will
reach out to the American Breast Cancer Society and hold a press conference with the
organization that will be aired on radios and posted on social media platforms such as
Instagram, Tik Tok, Facebook and Twitter, in March of 2022, to introduce collaboration to
the public.

● Plan a and film a photoshoot where women who have fought breast cancer are
wearing the new SKIMS PINK line. Film the photoot by April 15, 2022 so that the
photos can be posted on all of SKIMS social media by the end of April.
● Film small interviews (about 15 minutes long) were women with breast cancer speak
on how they feel sexy again in SKIMS. Have the women also talk about their breast
cancer journey and what they recommend for other women going through the same
thing. This will be posted on the SKIMS Instagram because they currently have the
most following at almost 4 million.
● Shannen Doherty is an American actress that has had stage 4 breast cancer. Have her
post on her Instagram which has 1.9 million followers in SKIMS new PINK
collection and write a paragraph in her caption of how this new collection makes her
feel.
● Create an event where Kim Kardasian will make a visit to the Fountain Valley
Regional Hospital in CA, hand out free SKIMS merch from the PINK collection to
women hospitalized for breast cancer.
● Kim should post pictures from this event on her social media which has 282 million
followers.
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● The PINK Collection will be available until November of 2022. At the end of
November, Kardashian and Grede will write a big check to the American Breast
Cancer Society and show the public via all their social media platforms how much
money SKIMS will be donating in total. Using #SKIMSsupports

Recommendation #3

Smart Goal: SKIMS design team will release a new product, creating a Swimsuit line by
July of 2022 for all women ages 15+ that will come in sizes ranging from XXS to 4X as
well as 28 bra cup sizes just in time for summer.

Tactics: Have the SKIMS team create a swimsuit line that makes women feel sexy and
confident while walking around in a bathing suit. SKIMS is all about creating new beauty
standards and enhancing women's natural curves. SKIMS will use comfort colors for this
line and have models of all races, shapes, and sizes promote the new swimsuit line.

● Release the line in July so that women can purchase SKIMS swim just in time for
their summer vacations. Customers will be so intrigued by a new product and sales
are estimated to increase by up to 50%
● Promote the swim line on all social media platforms including Instagram, Tik Tok,
Facebook and Twitter by releasing photoshoots and pictures on the products from
SKIMS.com
● Price the swimsuits reasonably around $30-$50 a swimsuit. Famous swimsuit brands
such as Triangl will charge over $100 for swimsuits which many women find to be
ridiculous and don't end up purchasing.
● Make sure these swimsuits are good quality and promote how SKIMS uses materials
that are good in every summer conditions such as chlorine, etc.
● Create a student discount option on the SKIMS website that gives students 15% off.
This was because many teenage and college girls will buy the swimsuit line for their
summer trips!
● Repost try on hauls and reviews of the SKIMS swimsuits line on the SKIMS Tik Tok
account which has 370 k followers currently. With the new swim line we expect this
following to get to 400k by September 2022.
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● Use Hashtag #SKIMSswim

● Have all the Kardashian sisters wear the swimsuits on their luxurious vacations and
post pictures on their instagram accounts wearing SKIMS swim
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ERO Marketing has a plan for all of our recommendations. We plan to hire a team for

SKIMS new podcast in the first week of February and to take 4 months to film the podcast content

starting in March of 2022 to July of 2022. The podcast will officially be airing in August of 2022.

Next, we plan to create both the PINK and Swimsuit line around the spring/summer time. Our plan

is to start designing the PINK line in February of 2022 and finish in May of 2022. The release date

for the PINK line is currently July 2022. Lastly, the swimsuit line will be released in August of

2022, directly after the PINK line.

Timetable: