Skims and Swarovski

Presented by

 Sparkly decals and stickers on your dashboard, along with diamond-encrusted steering wheel covers, can become dangerous projectiles when airbags deploy in a crash. They are unsafe at any speed. 

The same could be said for Kim Kardashian. Although tempting, more prudent men would think to steer clear of her dubious charms and daunting curves. But she certainly has a special genius for monetizing lascivious childishness. While her hollow-eyed, sex kitten hauteur toys with self-parody, it is an undeniably potent and lucrative vehicle for self-promotion. 

If you haven’t already heard, Ms. Kardashian is now deep in the shapewear business - Skims -  and joining her there is Swarkovski, the storied purveyor of jewelry and crystal kitsch. From their special collection you can “bedazzle your body” with plus-sized panties and bras featuring the Swarkovski name in tinselly lettering and artfully festooned with pieces of crystal.

It is a match perfectly suited for a consumer culture besotted with frivolous celebrity and saturated with body positivity advocacy . Moreover, the co-branding expands the retail opportunities for both players. From the NY Times: 

Thanks to the Swarovski connection, the line is going to go wide not just on social media, where Ms. Kardashian, with her 364 million Instagram followers, already reigns supreme. It’s also a play for dominance in the brick-and-mortar world, where it will be sold in 40 Swarovski stores around the world, including a new 14,400-square-foot New York store, which opens this month, as well as in special pop-ups in major department stores like La Rinascente in Milan, Galeries Lafayette in Paris, Lane Crawford in Hong Kong and the Mall of the Emirates in Dubai.

One might think that the price point for undies and bras spangled with choice crystals would be a barrier to sales, but Kardashian learned a valuable lesson from a previous collaboration with Fendi. The greater the cost, the faster the merchandise flies off the shelf. As with many luxury items, if the price isn’t high, people won’t feel they’re getting their money’s worth of cachet. It appears the sky’s the limit to this curious phenomenon. 

Smart brands collaborate with other brands to not just extend their audience reach, but also to elevate the monetary value of the collaborative products in the consumer’s mind.  

 The collaboration between Kim Kardashian's Skims and Swarovski highlights the power of strategic partnerships. Entrepreneurs can learn the value of collaborating with established brands to expand market presence. Such partnerships not only widen audience reach but also elevate the perceived value of products, opening doors to new markets and consumer segments.

The AI team you didn’t know your company needed — until now

Hire world-class AI experts from Harvard, Stanford and MIT

Not sure how to implement the right AI strategy for your product? Hire AE Studio's world class team of software builders to craft and implement the optimal AI solution for your business.

Our development, data science and design studio work closely with founders and executives to create custom software, machine learning and BCI solutions.

From custom-built MVPs to bespoke AI/ML solutions, see how you can leverage AI to achieve your business objectives. 

Schedule a Free Scoping Session.