Product selection case analysis | Kardashian's monthly million independent station brand

Today, let's take a look at how the boss's store selects products and has achieved great success
Kim Kardashian SKIMS shapewear brand: "Find something you really love, and find a way to turn it into your job, which is very happy."

Allow trial and error, find your own advantages and hot trends in trial and error

After countless times of entrepreneurship and trial and error, I found the direction, combined with the current trend of body shaping clothing and the advantages of my own figure, successfully established the SKIMS body shaping clothing brand in 2019, and sold 2 million US dollars within 9 weeks of the product being launched.

To choose the path of entrepreneurship, you must have enough enthusiasm and perseverance
"You have to have a passion for work, and if you can't do it 24/7, don't even think about starting a business."
She wakes up at 5 a.m., works out for an hour, wakes up the kids, eats breakfast, drops them off at school, and comes back to start her day. During this day, she has to shoot, attend meetings, take care of her own business, and insist on studying law. After dinner in the evening, she put the child to sleep, and then continued to study until late at night.

If you want to make more money, you must learn to empathize and make people willing to pay for you

Ms. King told the Wall Street Journal: "If you can cultivate public interest in you, you can make more money. This attraction to the public, in turn, creates thousands of dollars in the economy. Jobs." Behind her, there is a set of precise business logic: no matter the strong visual impact or the yearning for a refined life, everything she does ultimately conforms to the most basic human nature. Really willing to spend real money to pay for this.

Pay attention to your own brand and deeply participate in every link

Let’s talk about Ms. Jin’s brand again. She has been deeply involved in all aspects of SKIMS brand creation, from fabric selection to design, to product photography, selection of photographers, research on sales data and so on.

Precisely target people and create products suitable for them

The SKIMS brand emphasizes inclusiveness and provides underwear, shapewear, pajamas, etc. in sizes from XXS to 5X. The shapewear has nine different color numbers from light to dark, just like foundation color numbers to meet the needs of different skin tones.

Seize opportunities and create opportunities under controllable costs

During the COVID-19 epidemic in 2020, Ms. Jin led SKIMS to launch more casual pajamas and homewear series considering that people need to wear more comfortable clothes at home. However, she also said that shapewear is still the core product line of the SKIMS brand. We provide "the most basic choice". It is reported that in 2022, SKIMS will generate revenue of 475 million US dollars, a year-on-year increase of 98%.

With her keen business sense and precise product positioning, Ms. Jin has created today's achievements

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