Kim Kardashian’s multimillionaire brand challenges the pandemic

I do not know much about that Kim Kardashian-Wes lanzara Skim, its clothing brand to shape the body, the ‘shapewear’, in 2019, the animals caused by the pandemic will release its product line to keep the silhouette at the bottom of consumers’ arms.

Prohibition of probes, Skims sobrevivió. Included has been converted to a million dollar deal.

The company has recaudado 154 million dollars in new funding, which, according to Kardashian West, has raised its valuation to $ 1,600 million. If you are dealing with an embryo supplier for a brand of clothing that is not a couple of years old, it is also a company run by a celebrity of its caliber.

We also consolidate the status of Kardashian West as multimillionaire by right property. Announcing his entry into this club this week, Forbes estimates the value of Skims in much less than that. Kardashian West will continue to be the mayor of Skims after the operation, and she and her society, Jens Grede, control a majority participation.

Skims has benefited from the opportunity to introduce pajamas and down clothing, with product lines such as the “Accordion Collection”, which has increased sales through the fact that the men have changed the styles adjusted for the sports trousers. On the other hand, the molds take the hiccup famous in Skims, and are now the central product line of the company.

“We are the basics and the ones that have to recur”, dijo Kardashian West in an interview with Zoom mientras is preparing for a photo session, although “todavía somas capacten de mantener el nucleo de la ropa moldeadora”.

Kardashian West says she’s very involved with Skims, since she’s designed the TVs and collections to choose from for photo shoots and product sales sessions. (And like the majority of what Kardashian wants, Skims has been a familiar relative: Kanye West, Kardashian West’s sister, who is now separated, was “very involved” in principle, being criticized by the first franchisees) de los empaques de Skims, dijo ella).

Skims is one of the new ropa brands that he launched in e-commerce — a group that also includes Heist Studios and Honeylove — which has detected an opportunity in the moldedora deal that has dominated most of the company for decades , Spanx. Until 2020, when sales of molded cores will increase by 30 per cent, the category will systematically generate a little over 500 million dollars in sales this year, or three per cent of total sales of ropa, according to NPD. While other interior design companies, Skims is leading the most youth segment of the market.

Skims are defined as a single inclusive, offering new sizes, up to 5X, in other shades of skin. In his first week, he accumulated millions of numbers in his list of hopes, said Grede. Near the end, Skims sold more than four million units, with a retention rate of superior customers at 30 per cent. Skims products are also sold in the large alcoves of the Nordstrom and British selfridges, as well as in various minorities online.

Skims are looking for retos including antandema. One of the most powerful works of the Kardashian West property: the company is initially known as Kimono, has the cultural appropriations of the name to change the name. (“Although I have a somewhat ignorant parish, the people do not live there,” he said).

Luego, in addition to the reduction of mold sales sales during the pandemic, the upper body retrieval in the first material abatement for its tejidos, what it lacks its capacity to develop, produce y, ultimately, return.

“We need to look for different fabrics and we want to be creative,” said Kardashian West. Aun asi, Skims invoice 145 million of dollars the past year and hope to duplicate your sales hasta llegar to the 300 million dollars this year.

Skims’ future depends on the shape in which the pandemic has reconfigured the ropa market. “The mold rope, which in reality is the result of an event, has a tendency towards low tide during the pandemic, and a tendency towards low tide”, says Grede. There will be a “rebalancing” future of sales in all product categories, with the recovery of demand. The minorities’ signals, such as Anthropologie, which tell me that some of its articles are sold online and are available, suggest that buyers may be planning to dress more formally.

Kristen Classi-Zummo, NPD analyst, is most prudent and considers the category to be recovering, even though the clients who have access to the convenience insist on taking easy steps, although vuelvan has to adopt some aspects of the mold.

“We believe that we want to stay well, but we believe that the aspect and the sensation will be different,” concluded Classi-Zummo.

SEGUIR LEYENDO: