SKIMS

  • During a 3-month externship with Beats by Dr. Dre, I gained hands-on experience in both qualitative and quantitative market research for the global brand SKIMS. Leveraging survey data and consumer insights, I led the development of a comprehensive rebrand aimed at engaging a more diverse and inclusive consumer base.

    My research revealed that while Gen Z consumers reported moderate levels of physical activity, their shapewear purchasing rates remained low. Additionally, I identified two distinct consumer segments: identity-driven users and wellness-oriented consumers with active lifestyles. This insight informed a strategic campaign concept that bridged both groups, emphasizing functionality and authentic brand storytelling.


    • Build out & distribute consumer surveys across target demographics

    • Leverage data insights into a clear and concise report fit for SKIMS CEO Emma Grede

    • Beyond the numbers: Connect data points to build a compelling narrative

    • Create an eye-catching slidedeck using AI-powered tool Gamma filled with strategic recommendations and data-driven conclusions

    1. Strategic Planning – Evaluated Beats project assets and crafted a focused, results-driven roadmap for successful execution.

    2. Audience Activation – Deployed surveys across key social platforms and synthesized insights into an executive-ready report for C-suite stakeholders.

    3. Connecting ecosystems - Translated survey findings into tangible consumer narratives and transformed them into a dynamic, AI-powered slide deck.

      • Leveraged the SKIMS brand template to ensure visual consistency and thematic alignment

      • Letting narratives shine through: Emphasizing an opening for 2 consumer-segments and , identifying strategic ways to build a unified, purpose-driven campaign.

      • Spotlighted key findings through bold and visually compelling data visualizations designed to resonate with stakeholders.

    4. Building a Launch Timeline – Developed a tailored product rollout, launch style, and channel strategy for two distinct consumer segments. Created a forward-looking roadmap outlining survey validation, product expansion, and market evaluation milestones.

  • Final deliverables included a CEO-ready insights report and a polished slide deck, earning me a certificate in Consumer Behavior and Market Analysis. My research unlocked a key strategic opportunity in the U.S. market for SKIMS to position shapewear toward both lifestyle-conscious and identity-first consumers—unified by a shared desire for functionality and brand authenticity. The final deck featured a dual-line product launch tailored to each audience segment, a detailed launch timeline, and a full risk-mitigation plan.

    The narrative-building process involved multiple creative iterations, collaborating with partners and leveraging AI-powered tools to shape a compelling brand pitch. The process involved blending data analysis, brand strategy, and storytelling to support a rebrand for a global consumer brand. I learned how to segment audiences, translate insights into actionable narratives, and build creative assets that aligned with brand identity—skills that are essential in consumer-facing brand strategy.


SKIMS Strategic Campaign Slide deck

SKIMS CEO REPORT

Emma Grede

Emma Grede is a British businesswoman, serial entrepreneur, and philanthropist. She is the Founding Partner of SKIMS, the Co-Founder & CEO of Good American, and on the board of directors for the Obama Foundation.

Strategic Insights on Expanding to Fitness-Diverse and Body-Diverse
Consumer Segments Business Question

Business Question

Should SKIMS expand its marketing to target a more fitness-diverse and body-diverse consumer base? If so,
what key features should the products have, what price point should they target, and which consumer segments
should be prioritized?

Analysis 1: User Demographics

  • Demographic Penetration: Narrow but Loyal Audience

  • Insight: Based on survey data, consistent purchasers are predominantly white female, U.S.-based, and aged 18-24. However, non-purchasers demonstrate openness to SKIMS products

  • Implication: Current appeal is narrow. To grow, SKIMS should target:

- Gender-diverse and racial-diverse groups through authentic representation

- Older age groups with practical designs and more inclusive sizing

Feature Priorities by Age

  • Insight: Younger users care most about quality and value, while inclusivity and style are more polarizing.

  • Implication:: For 18-24s, highlight SKIMS' investment in premium materials and affordability. For others, lead with values-based storytelling.

Analysis 2: Fitness Levels of Respondents

  • Consumer Fitness Segmentation: Opportunity Beyond the Highly Active

  • Insight: 75% of respondents report engaging in physical activity at least 1-2 times per week. However, very few wear shapewear daily.

  • Implication: SKIMS has an opportunity to serve a fitness-conscious audience who may not yet associate shapewear with athletic or wellness activities. Light compression and comfort-focused lines may resonate.

Analysis 3: Shapewear Usage

  • Product Usage Frequency: Specialty Use Dominates

  • Insight: Most consumers wear shapewear occasionally, not regularly.

  • Implication: Marketing should emphasize specific use cases (e.g., events, confidence boost, recovery) rather than everyday wear. Building for both comfort and versatility could extend use.

Analysis 4: Shapewear Features Influencing Purchasing Decisions

  • Key Purchase Drivers: Function and Value Lead

  • Insight: Across all respondents, Material Quality and Value for Price are the top-rated features.

  • Implication: If targeting fitness/body-diverse users, SKIMS should highlight performance-grade materials and fair pricing. Style and inclusivity matter to niche segments but aren't universal priorities.

  • Cluster Segmentation: Two Distinct Buyer Mindsets

  • Insight: One group values quality and cost; another prioritizes style, inclusivity, and design.

  • Implication: SKIMS can create dual messaging:

    • One that emphasizes technical quality and affordability for practical buyers

    • Another that champions body positivity and fashion for identity-driven buyers

Analysis 5: Occasions for Shapewear

  • Occasion-Based Usage: Real Use Differs from Perception

  • Insight: Respondents are more likely to wear shapewear to parties/social events than they believe it's appropriate for.

  • Implication: This gap suggests untapped emotional positioning; shapewear as a tool for confidence in high-visibility moments.

Recommendation Summary

Yes, SKIMS should expand into the high-need body-diverse consumer-market.

Strategic Targets:

  • Products: Functional, stylish shapewear with light compression, sweat-wicking fabric, and inclusive sizing.

  • Price Point: Accessible premium; balance between material quality and fair price.

Segments:

  • Fitness-conscious but under-engaged users

  • Gender-diverse and body-diverse consumers seeking inclusivity

  • Socially-driven younger consumers (18-24) valuing confidence and quality

Next Steps:

  • Launch a dual-line strategy: Performance Essentials + Identity Collection

  • Tailor campaign messaging based on cluster preferences

  • Invest in market research to expand insights beyond the current sample

Prepared for

Emma Grede, CEO of SKIMS

Prepared by

Rhiju Chakraborty, SKIMS Data Analytics Lead