Skims' Inclusive Branding: Celebrity Endorsements, Cross-Border

Strategies, and Emotional Resonance

Jingtong Liao

School of Design, University of Leeds, Leeds, LS2 9JT, U.K.

Keywords: Emotional Branding, Cross-Border Cooperation, Celebrity Endorsement, Strategy, Skims.

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.

1 INTRODUCTION

The fashion industry has always been one of the most

dynamic and changing fields globally. With the

continuous changes in consumers' demands and

aesthetic concepts, brands no longer merely pursue

the innovation of their products themselves. Instead,

they begin to pay more attention to how to establish

an emotional connection with consumers through

unique brand concepts. In recent years, inclusiveness

and diversity have become important topics in the

fashion industry. Especially, diversified designs in

terms of gender, body type, skin color, etc. have

gradually become an important strategy for brand

building. Skims is a brand founded by Kim

Kardashian. Since its establishment in 2018, it has

been committed to providing consumers with

products that better meet modern aesthetics and needs

through inclusiveness and comfort (Anon, 2024).

Skims has not only attracted a large number of loyal

fans through its unique design concept, but also

gradually occupied a place in the global market with

its innovative marketing strategies.

As competition in the fashion industry becomes

increasingly fierce, more and more brands are

beginning to expand their market influence through

cross-border cooperation, emotional marketing and

other means. Skims is one of the outstanding ones.

The cooperation between the brand and the jewelry

brand Swarovski, the collaboration with the globally

renowned NBA, and the cooperation with the British

actor Nicola Coughlan not only brought new market

opportunities to Skims, but also enabled the brand to

demonstrate strong cross-border charm in multiple

fields such as fashion, sports, and jewelry. Through

these collaborations, Skims has successfully shaped

an inclusive, diverse and culturally rich brand image,

winning the favor of more consumers.

In the existing research, the theories of emotional

marketing and brand endorsement have received

extensive attention. Studies show that emotional

Liao, J.

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

DOI: 10.5220/0013846800004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 449-454

ISBN: 978-989-758-775-7

449

marketing can effectively stimulate consumers'

emotional resonance and enhance brand loyalty

(Baker, 1961). The alignment of the image of brand

endorsers, especially celebrity endorsers, with the

brand culture can also greatly influence consumers'

purchasing decisions (Till and Shimp, 1998).

However, although there have been many studies on

emotional marketing and endorsement theories,

research on how emerging brands can break industry

boundaries through cross-border cooperation and

create an inclusive and diverse brand image is still

relatively weak. Especially when it comes to how

brands like Skims can integrate with other industries

in the fashion industry, academic discussions are still

insufficient.

Therefore, this study aims to deeply explore how

Skims has successfully shaped a diversified and

inclusive brand image through marketing strategies

such as celebrity endorsements, emotional marketing,

and cross-border collaborations. The research will be

analyzed from several aspects: Firstly, it will explore

how Skims enhances the brand's market influence by

leveraging celebrity endorsements and cross-industry

collaborations. Secondly, analyze how brands can

trigger consumers' emotional resonance through

emotional marketing, thereby enhancing brand

loyalty. Finally, the brand endorsement theory and

Emotional Marketing will be applied to analyze how

Skims helps consumers establish emotional

connections and identity through brand culture and

image.

This study adopts the method of combining case

analysis and theory. By integrating the actual

marketing cases of Skims, it analyzes the strategies

and market trends behind the brand's success. The

research content will be divided into several parts,

including the construction of the theoretical

framework, the analysis of brand marketing

strategies, case studies, and conclusions and

suggestions. Through an in-depth analysis of the

Skims brand, this article not only hopes to provide

theoretical support for fashion brands in emotional

marketing and brand building, but also offers

references for the innovative development of other

brands in areas such as diversity and inclusiveness.

This study will take the Skims brand as the

research object and analyze its emotional marketing,

celebrity endorsement and cross-border cooperation

strategies. The research adopts a method combining

case analysis and theory, focusing on how the brand

builds an inclusive image and enhances market

influence through diversified means. The full text will

be divided into four parts: theoretical framework,

case analysis, problem discussion and conclusion

suggestions, aiming to provide references for fashion

brands in marketing strategies and brand building.

2 SKIMS AND CELEBRITY

ENDORSEMENT

Skims' advertising collaboration with actress Nicola

Coughlan shows the brand's concept of challenging

conventional beauty. Nicola is not a fashion model in

the traditional sense, but her success as an actress

represents a whole new 'possibility'. Through her

participation, the AD tries to break the mainstream

fashion's excessive emphasis on thinness and perfect

bodies, and conveys the meaning of "beauty is

diverse." Besides, the confidence and comfort shown

by Nicola in the advertisement highlight women's

dominance and acceptance of their own bodies. This

campaign provides more recognition for people of all

shapes and sizes, shaping a more inclusive fashion

environment. What’s more, the event brings

sustainability to the brand's finances. The Soft

Lounge promoted by the brand in this advertisement

is a long-term series, and the inclusiveness conveyed

in the advertisement is also a long-term value, which

can consolidate consumer loyalty to the brand. Not

only that, but the series also promotes environmental

sustainability. The Soft Lounge collection is made

from ribbed fabrics that are durable, recyclable and

stretchy, and friendly to the environment (Anon,

2024c). However, although this advertisement uses

Nicola's image to break through some traditional

aesthetics, it still lacks the representation of real plus-

size, disabled groups and non-binary gender people.

Celebrity Endorsement theory refers to a

marketing strategy to promote the recognition,

attraction and sales of a brand or product through the

celebrity image (Agrawal and Kamakura, 1995a).

This theory is based on consumers' trust, affection and

identification with celebrities, and they transfer this

emotion to the product or brand (Till and Shimp,

1998). Through Nicola's public image and influence,

the theory can explore how she helps the brand to

enhance consumer trust in the product, how to attract

new audiences, and the combination of her image and

the brand's core values.

The theory of Celebrity Endorsement emphasizes

that the success of celebrity endorsement depends on

Credibility, Attractiveness and Fit (Agrawal and

Kamakura, 1995b). First of all, Nicola herself is a

Skims user, and this real experience enhances her

credibility as a spokesperson. Secondly, the positive

image of her character in Bridgerton has also

strengthened consumers' trust in her. Regarding

Attractiveness, during the third season of Bridgerton,

the British drama starring Nicola, she was very much

talked about and attracted the attention of many fans

for the brand. Finally, the comfortable and confident

values displayed by her are highly compatible with

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the brand value, breaking through the traditional

aesthetic pursuit of slender and tall, and consolidating

the inclusiveness and diversity of the process of

consumers from exposure to advertising to taking

action is analyzed in the AIDA model which was

proposed by E. St. Elmo Lewis in 1898 (Vakratsas

and Ambler, 1999). The first is Attention. The brand

uses the global influence of Bridgerton to make the

fans who watch the TV series pay attention to this

brand campaign quickly. The second is Interest. The

brand attracts consumers' further interest through

fresh advertising visual design and product

functionality. Then there was Desire, where Nicola's

confident and comfortable way of showing up in ads

sparked consumer desire for this lifestyle. The

inclusion and encouragement of the brand for plus-

size girls arouses consumers' desire to buy. Finally,

there is Action, where advertising quickly converts

consumers' desires into actual purchases through

purchase links. The four stages of AIDA are flexibly

used to achieve the goal of forming a peak purchase

in the short term. Regarding the weakness of the

event, it may not be inclusive enough, with no

mention of other groups, such as non-binary people.

Secondly, this activity focuses too much attention on

Nicola. Once the popularity of the TV series passes,

the sales volume will decline rapidly, weakening the

long-term appeal of the product itself. For the

improvement of these two points, the brand can

increase the diversity of spokespersons, and try to

cover people from different groups and cultural

backgrounds. Secondly, the brand can strengthen the

display of product details in the Desire stage, and do

not rely entirely on the spokesperson image.

However, the event also had a lot of social impact.

This event promoted a discussion about beauty

standards and self-acceptance, and was influential in

changing the single aesthetic of the fashion industry.

Not only that, the confident, elegant and comfortable

feminine charm shown by the advertisement can

arouse the resonance of many plus-size girls,

encouraging women of all sizes to be brave to show

their beauty. As for another revolutionary aspect of

the campaign, the brand did not make excessive use

of the social issue of "plus-size girls" as a brand

promotion, but used a soft way to resonate with

women of different sizes, including the use of soft

filters and images in the visual design of the

advertisement to reduce the pertinency of the

advertisement (Contrastly and Schenker, 2013).

3 SKIMS-SWAROVSKI

In collaboration with Swarovski, Skims has launched

diamond-encrusted tights reminiscent of Marilyn

Monroe's most classic sexy crystal dresses. This

allows consumers to experience an experience that

connects the classic and the modern, and the re-

interpretation of this classic element also conveys the

permanence and diversity of female charm. At the

same time, the Skims shaper is focused on comfort

and functionality, while the Swarovski crystals

symbolize the highlight moment in the spotlight.

Through the joint name, the brand gives every

consumer the opportunity to experience the "highlight

moment" in daily life, conveying the concept of

confidence - everyone can shine in daily life and

pursue themselves.

Emotional Marketing refers to a marketing

strategy in which a brand triggers purchasing

behavior by triggering emotional resonance in

consumers and enhancing their identification and

attachment to the brand (Huang, 2001). Skims and

Swarovski's co-branding, through the image of

Kardashian and Monroe's 'sparkle,' creates an

emotional experience of confidence, beauty and

sexiness, which is in line with some women's pursuit

of personal value and beauty. This emotional

connection draws in the relationship between the

brand and the consumer. Scarcity Effect is a

psychological phenomenon of consumer behavior,

which refers to people's stronger desire and desire for

scarce and limited things (Aguirre-Rodriguez, 2013).

The Skims and Swarovski co-branded product was

released in limited quantities and received a lot of

exposure on social media. This creates a sense of

scarcity and encourages consumers to buy quickly.

Kim Kardashian sparked Internet controversy

when she wore Marilyn Monroe's classic crystal slip

dress to the 2022 Met Gala. Monroe is a classic sexy

in Hollywood in the 20th century. Her perfect

appearance and sexy and funny role style on the

screen make her a classic imagination of sexy

(Banner, 2008). Moreover, her life's twists and turns

and tragic ending constitute a complete 'emotional

narrative', which makes her image an enduring and

classic sexy culture (Keen, 2006). Emotional

Marketing is to enhance the psychological connection

between brands and consumers by arousing

consumers' emotions (Huang, 2001). In the Skims

and Swarovski joint campaign, the brand uses Kim

Kardashian's personal image and products that

resemble Marilyn Monroe's crystal slip-on dress to

evoke consumers' emotional resonance for "classic,

confident, sexy and shining." This emotional

resonance brings a psychological hint to consumers:

wearing these crystal-embellished tights, they can

also have star-like charm and confidence. By

establishing emotional resonance, brands attract

customers to consume and enhance consumers' brand

loyalty (Baker, 1961). In addition, in the co-branding

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

451

of Skims and Swarovski, the brand adopts a limited

release strategy. In a research article, the Buying

Frenzy Theory in Scarcity Effect is mentioned. When

the supply of goods is limited, consumers will feel a

stronger sense of urgency in demand, thus promoting

the purchase behavior (Balachander et al., 2009). The

brand first inspires the emotional resonance of

consumers, and then increases the appeal of the

product by creating scarcity, thus strengthening the

desire of consumers to buy. The two marketing

strategies complement each other and cooperate

perfectly, so that the co-branding has produced good

benefits.

But although high-profile co-branding can trigger

strong market attention and sales spikes, this heat is

short-lived. Consumers tend to feel tired after chasing

one or two high-profile co-brands (Radighieri et al.,

2014), so they turn to other brands with fresh taste.

Therefore, in order to keep the customers, Skims

needs to constantly introduce unique, new collections

to maintain market demand and brand image.

Moreover, this co-branding is sold in the form of high

exposure and limited quantity, which is easy to lead

consumers to over-consumption. When the popularity

of co-branded clothes decreases, most of the co-

branded clothes will be idle, resulting in a waste of

resources and environment (Coles, 2016). To

improve this, brands can develop co-branded classic

models, no longer limit the cooperation with

Swarovski to short-term limited editions, and extend

the 'fashion life' of products, so that consumers have

enough time to make purchase decisions and avoid

unnecessary consumption impulses.

The brand has the ability to cooperate with more

luxury brands to expand its products from functional

products to luxury fashion. In order to analyze this

activity in more detail, the theory of emotional

narrative can be used to reveal how a brand attracts

consumers by telling stories that resonate with

consumers’ emotions. Additionally, Perceived Value

theory can also be applied to analyze how a product

brings functional, social, and emotional value to

consumers.

4 SKIMS-NBA

The National Basketball Association announced a

partnership with Skims, designating the brand as the

official lingerie partner of the league’s Women's

National Basketball Association and USA Basketball

(Anon, 2023). Skims was originally a women's

clothing brand, and the cooperation with NBA can

convey that NBA is not only a male field, more and

more women will also participate in it, which can

promote gender equality to a certain extent. Besides,

brands have always focused on inclusion and

diversity, and the NBA, as a globally renowned sports

league, represents the diversity of competitive spirit

and global culture. This joint name can bring together

the core values of the two brands, so that consumers

feel that the brand is inclusive of gender, age, body

type and other diversity. Not only that, the brand also

promotes the combination of fashion and sports

culture, and raises society's attention to healthy

lifestyles. On the negative side of brand campaigns,

whether brands actually promote gender equality may

have an impact in light of founder Kim Kardashian's

online comments that overemphasize the

continuation of paternal surnames (Anon, 2023).

Consumers will suspect that brands are catering to the

male market at the expense of their focus on women.

What's more, there may be a certain gap between the

spirit expressed by NBA and the brand value of

Skims, and the excessive extension of the brand may

make consumers confused about the original brand

characteristics of Skims, thus reducing the brand

appeal.

Social Identity Theory, proposed by social

psychologists Henri Tajfel and John Turner, is used

to explain how individuals construct self-concept and

self-identity by belonging to groups (such as culture,

ethnicity, occupation, etc.) (leaper, 2011). According

to the theory, a person’s self-concept consists of two

parts: personal identity and social identity (Ashforth

and Mael, 1989). Ashforth and Mael mentioned in

their article that people will classify themselves and

others into different groups, and then strengthen their

sense of identity through the association with the

group, forming a sense of belonging to the ingroup

(Ashforth and Mael, 1989). The reason why this

theory is used is that Skims associates itself with

social groups such as athletes and fitness enthusiasts

through co-branding with NBA, and shortens the

distance with consumers through group

identification. Brand Extension Theory is a concept

in marketing, which is used to explain how

enterprises can use the existing brand awareness and

reputation to launch new products or enter new fields.

This reduces the cost of promotion and increases the

chances of success (Claire Deng and Messinger,

2021). With this strategy, Skims reduces the difficulty

of entering new areas and expands the application

scenarios of the brand.

In their article, Stets and Burke mention that

Social Identity Theory suggests that people assign

themselves to a group and reinforce their connection

to it (Stets and Burke, 2000). The positive, stylish and

healthy outlook on life conveyed by the association

with the NBA will attract people who share the same

outlook. The brand conveys a message to consumers:

buying Skims is not only about buying a product, but

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also about identifying with a brand's attitude towards

life. The brand brings different cultures and audiences

into the same space, promoting the interaction and

identification of groups in the field of fashion and

sports. At the same time, it establishes a connection

between customers and brands, and improves brand

loyalty. Besides, Völckner and Sattler refer to the

theory of brand extension in their article that

successful extensions can strengthen a brand’s core

values and perceptions when the brand expands into

new markets or product categories (Völckner and

Sattler, 2006). Skims has successfully entered the

field of sports by cooperating with famous sports

events. This not only gives Skims more visibility but

also expands the brand values. At the same time, this

cooperation also extends Skims product positioning

from the field of comfortable and slim-fit clothing to

the field of sports fashion, expanding the use of the

brand products. This is not just a simple product line

extension, but a strategic enhancement of brand

image diversification. Although Skims has entered

the sports fashion space through a partnership, this

may have an impact on the brand's existing market

position. For example, do core consumers feel that the

brand has lost its sense of closeness and uniqueness

because it has entered a 'male-dominated' space?

Studies have shown that excessive brand extension

will lead to a departure from the core value, which

may make consumers confused about the original

value of the brand and even reduce the original appeal

of the brand (Sood and Keller, 2012). In the long

term, if a brand frequently engages with areas that are

not relevant to its initial positioning, it may lead to a

brand image out of focus. In order not to deviate from

the original comfort and home style of the brand,

when cooperating with the NBA, brand can avoid

blindly following the sports trend, but focus on the

design style of sports comfort and retain the brand

characteristics. Not only that, in order not to let the

brand produce an image that caters to men, brands can

learn from NIKE's "Dream Crazier" advertising

campaign, which makes it clear that women are the

main body and encourages women to break through

stereotypes (Binlot, 2019). The two campaigns

contrast with Skims' limited involvement in women's

sports and can learn from NIKE's approach to

promoting female empowerment.

5 CONCLUSIONS

In terms of brand marketing, Skims has successfully

leveraged celebrity and social values to create an

emotional connection with consumers through its

partnership with Nicola Coughlan. While this

partnership has effectively enhanced the brand's

visibility, there is still room for improvement in terms

of inclusion. In the future, Skims can further expand

the brand market by adding broader diversity, while

making more long-term positioning in sustainability

and brand strategy. At the same time, Skims'

collaboration with Swarovski demonstrates the

potential of brands in terms of market influence,

consumer connectivity, product innovation and

cultural expression. Through this cross-border

cooperation, Skims not only successfully entered the

high-end market, but also further demonstrated its

ability to diversify in the fashion industry. In addition,

Skims' partnership with the NBA is an important

expansion of the brand's strategy. As a globally

renowned sports brand, the NBA represents the

diversity of sports and competitive spirit, and Skims

has strengthened its influence in the field of sports

fashion through this partnership, attracting more

sports fans and young consumers. This collaboration

not only increases the brand's market reach, but also

further shapes Skims' image as a diverse and inclusive

fashion brand. Emotional marketing and symbolic

consumption theory provide strong support for Skims

brand marketing. Emotional marketing helps brands

build emotional resonance with consumers, while

symbolic consumption theory explains how brands

inspire consumers' identity and emotional belonging

through unique products and images. Through these

strategies, brands strengthen the deep connection with

consumers and enhance brand loyalty.

To sum up, Skims has successfully built a diverse

and inclusive fashion brand on a global scale through

celebrity endorsements, cross-border collaborations

and emotional marketing. Nevertheless, brands need

to pay more attention to maintaining core values in

future development and avoid over-reliance on short-

term effects in cooperation. By further optimizing the

consumer experience, expanding the market and

strengthening the brand's sustainability strategy,

Skims is expected to consolidate its market position

in the future and achieve long-term brand success.

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