Social Listening on SKIMS!

             

 

      SKIMS. The iconic clothing and shapewear brand owned and operated by none other than the legendary Kim Kardashian herself. Founded in March of 2018, the brand has blown up over social media and has built quite the reputation with buyers of great quality (while still feminine and elegant) clothing. I own a few products from SKIMS and I 100% agree with the built up reputation. The quality is exceptional in regards to not being see-through or chintzy, the feel is soft while still being sturdy. I feel I don't have to be careful when putting on these clothes. I have such an interest in SKIMS due to my long-lasting fanbase of the Kardashian family. Growing up I would always be watching their reality TV show "Keeping Up With The Kardashians" on Hulu. I feel through watching this show I got to have an "insider" look on how the families multiple, entrepreneurial type businesses were started and how they became so big. 

    What sets SKIMS apart? Besides the founder being one of the biggest public figures of all time, the brand has an amazing slogan. "Solutions for every body". The company is inclusive of everyone. SKIMS doesn't market to one body type, style, or persona. They have every style of clothing in every size. Keeping every size in stock and on hand takes a tremendous amount of effort, and unfortunately this may just be SKIMS kryptonite.  

               

    It isn't just myself that has been having issues finding products I want in my size. As I was scrolling through the SKIMS Instagram account page, I looked at the comments and under almost every post, were customers demanding restocks of multiple things. Users such as "thatgirlvaleriya", "jOsh.3_", "fleurshomo", "thearmybarbie", and "melllennyyy.5464342" all had something to say about restocks on different products! These comment requests are all from separate posts as well. You would think the overwhelming amount of demand from customers would prompt SKIMS to respond with a simple "Hello! Thanks for your request, we will have the "soft and seamless" collection restocked in two weeks on February 8th, 2024!" but nothing. No comment replies whatsoever. This was disheartening as an avid lover of the brand to see. The lack of interaction made me feel like customer service really isn't important to the brand and founder. 

    While I understand keeping all sizes in stock is very difficult, SKIMS is a multi-million dollar operation and someone as big, and on top of trends as Kim Kardashian, I expected her brand to be stocked to the brim (and to respond to her fans/customers giving them reassurance!!) If I were to change anything about this company, it would be to hire a "Fashion Forecaster" as well as a social media supervisor. Someone who can stay up to date on the newest trends and monitor the bestselling products. Who are the main base of our buyers, what sizes sell out the fastest for each product? Are there any rising trends in fashion that will cause any of our products to "fly off the shelves"? And for goodness sake! Take the time out of your day to reply to at least a few frequently asked questions. Not responding, leaving customers in limbo isn't helping the public feel like valued buyers.

    Despite the struggle of keeping sizes in stock, and the lack of communication. I think SKIMS is one of the best clothing brands I have ever bought from and other customers agree. Most of the characteristics others are commenting on is the quality, how comfortable the clothes are, and the styles. SKIMS is a great place to buy all your "basic" items. Clothes that will go with everything!

    One thing that SKIMS has done really well is building brand recognition by using celebrity endorsement (as if Kim Kardashian being the founder wasn't enough). SKIMS has recently partnered with two huge names. Lana Del Rey, and the NBA. October 2023, Skims signed a multiyear contract with the National Basketball Association (NBA) to be their official underwear provider. And just a few weeks ago, SKIMS endorsed the American singer-songwriter, Lana Del Rey. To be the new face of SKIMS for her valentines collection. Both partnerships have blown up in the media as she is appealing to the sports fans of the world and the music fanatics. 

  One thing I learned from this assignment is the importance of customer service. I have worked in the service industry for years now and I forget the difference it makes everywhere. Not just in the restaurant business but retail as well. You need your customers satisfied and happy with what you are doing. While it's impossible to please everyone, it's crucial to do all that you can. I am more than thrilled to see where this brand journeys to in the next few years! Wether that be more celebrity endorsement, or a new groundbreaking design. I think it's safe to say that SKIMS isn't going anywhere for a long, long time.

Sources:

https://www.instagram.com/skims/?hl=en 

https://skims.com/products/cotton-fleece-classic-hoodie-steel-blue

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