Skims' Inclusive Branding: Celebrity Endorsements, Cross-Border Strategies, and Emotional Resonance

Jingtong Liao

2025

Abstract

This study focuses on the Skims brand and explores how it builds its brand image and attracts consumers through marketing means such as celebrity endorsement and cross-border cooperation. Firstly, the study adopted the celebrity endorsement theory and AIDA model to analyze Skims' endorsement through Nicola Coughlan, which broke the traditional aesthetic and conveyed diversity and inclusiveness. The study found that Skims successfully attracted new audiences and increased consumer trust in the brand through celebrity endorsements, especially among female consumers. This marketing campaign enhanced consumers' emotional engagement with the brand. Secondly, the study explores Skims' cross-border collaboration with Swarovski, analyzing how this collaboration stimulates consumers' desire to buy through scarcity effects and emotional marketing. However, although the partnership generated a lot of attention and purchases in the short term, there was also the issue of market fatigue caused by over-reliance on high visibility and limited releases, which affected the long-term appeal of the brand. Finally, Skims' collaboration with the NBA demonstrates the potential of brands to expand into sports, where brands successfully enhance their diverse image with the help of social identity theory and brand extension theory. However, excessive expansion may blur its original brand positioning and affect the loyalty of core consumers.Overall, Skims has successfully built a global and inclusive fashion brand through emotional marketing, celebrity endorsements and cross-border collaborations. The research shows that brands should pay more attention to the diversification of long-term strategies and enhance consumer loyalty through innovation and continuous marketing, while avoiding the dilution of brand value due to excessive expansion.

Paper Citation

in Harvard Style

Liao J. (2025). Skims' Inclusive Branding: Celebrity Endorsements, Cross-Border Strategies, and Emotional Resonance. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 449-454. DOI: 10.5220/0013846800004719

in Bibtex Style

@conference{iceml25,
author={Jingtong Liao},
title={Skims' Inclusive Branding: Celebrity Endorsements, Cross-Border Strategies, and Emotional Resonance},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={449-454},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013846800004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Skims' Inclusive Branding: Celebrity Endorsements, Cross-Border Strategies, and Emotional Resonance
SN - 978-989-758-775-7
AU - Liao J.
PY - 2025
SP - 449
EP - 454
DO - 10.5220/0013846800004719
PB - SciTePress