.jpg "Get Ready for Summer with Skims: Kim Kardashian's Swimwear Brand Lands at Selfridges London")
Kim Kardashian, the iconic reality TV star turned entrepreneur, continues to make headlines with her latest venture. Known for her influential presence on social media and her successful beauty and fashion brands, Kim Kardashian is now making a splash in the UK. With the launch of her Skims brand's first European pop-up at Selfridges London, fans of Kim Kardashian can immerse themselves in a truly unique experience. From conceptual designs to exclusive collections, the pop-up showcases Kim Kardashian's vision and creativity. Londoners are flocking to the store, eager to try on the renowned Skims collection and indulge in the LA glamour brought to life by Kim Kardashian herself. With the success of this pop-up, Kim Kardashian's global expansion plans are set to take the fashion world by storm.
Kim Kardashian's Skims brand has made its way to London for its first-ever European pop-up experience. Located at the Corner Shop in Selfridges London, the pop-up will be open until July 8, providing fans with an exclusive opportunity to try on the collection just in time for summer.
Promising to be the brand's most "conceptual" pop-up yet, the space has been transformed into a poolside oasis, complete with diving boards and palm trees, adding a touch of LA glamour to the UK. The design of the pop-up was done in collaboration with Willo Perron of Perron-Roettinger, a long-time collaborator of the brand.
Visitors can also look forward to indulging in the famous custom Skims ice cream treats that gained popularity at the brand's NYC store. However, it's worth noting that eager shoppers in London may experience long queues, with some visitors reportedly waiting for over two hours daily just to gain entry to the store.
Skims is embarking on a fresh marketing strategy, as outlined by Jens Grede, the co-founder and CEO of the brand, earlier this year. Over the past four years, Skims has successfully built its $3.2 billion brand using platforms like Instagram and TikTok. However, as the business evolves, it aims to reduce its reliance on paid social media and allocate more resources towards brand-building initiatives.
The company is shifting away from traditional performance marketing methods, recognizing their decreasing effectiveness in its media mix. Instead, Skims is embracing out-of-home (OOH) advertising and experiential marketing to connect with its audience.
Expressing excitement about the launch, Jens Grede stated, "I'm thrilled to open our first international pop-up experience at the iconic Selfridges Corner Shop. This marks the debut of SKIMS Swim in retail outside the US, and we anticipate high demand and excitement. The pop-up experience will establish the foundation for Skims' future in London, a key market for our global expansion."
With this strategic shift, Skims aims to solidify its presence in London, a renowned cultural and fashion hub, as it continues to expand its brand globally.
Skims has ambitious plans to expand its presence in the UK and Europe by leveraging its successful pop-up experiences, e-commerce platform, and multi-brand business. The brand aims to establish standalone stores in various locations across the UK and EU within the next three years.
Robert Norton, the chief commercial officer at Skims, emphasized the strategic importance of Selfridges London as the ideal starting point for the brand's global expansion. He stated, "With our existing customer base in the UK and the exceptional business we have conducted with Selfridges thus far, Selfridges London provides the optimal foundation for the next phase of Skims's journey."
The pop-up experience and the expansion of Skims's permanent shop-in-shop space at Selfridges serve as the blueprint for the brand's global retail strategy. In addition to these initiatives, Skims plans to forge multi-brand partnerships, intending to open 35 shop-in-shops in the US and internationally throughout the year.
With these strategic moves, Skims aims to strengthen its position in the global market and cater to the growing demand for its products, providing an enhanced retail experience for customers in the UK, Europe, and beyond.
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