2023/11 Swarovski X Skims
Details:
Swarovski and Skims
Swarovski X Skims
Fall-Winter Capsule 2023
Rinascente, Piazza del Duomo, Milan
Swarovski, Corso Vittorio Emanuele II 15, Milan
Review:
by Peter Hamer
november 10, 2023
Let’s delve into this. Recall my enthusiasm for Dolce & Gabbana’s Ciao, Kim spectacle last year? Initially, I was captivated by its buzz and the allure of the Kardashian involvement. However, as time passed, I realized it was somewhat of a monologue. It was predominantly the Kardashian brand in the spotlight, see also DG Logo Bag, with little reciprocal engagement. Contrast a trendy strategy like this with the only two profitable players now (Chanel and Hermès), who consistently preserve what they have without chasing every trend. Their approach is a testament to the age-old saying: if it isn’t broken, don’t fix it.
Now, onto the Swarovski X Skims collaboration. This is not merely a run-of-the-mill partnership; it’s a strategic masterpiece. Here you have Skims, a leader in skin-tone underwear, and Swarovski, the undisputed queen of crystals. This collaboration is a genuine 50/50 blend of expertise. And then, there’s Kim, a brand in her own right, now celebrated as 2023 GQ’s Man of the Year. This speaks volumes about her continued relevance.
This partnership is a lesson in how collaborations should be executed. It targets both existing loyal customers and attracts new ones. The sheer volume of positives this collaboration brings is staggering. The campaign was ubiquitous. If you haven’t seen it, you’re probably out of touch with the current trends.
The retail experience was exceptional, from a logistics point of view. The products were available across various platforms – online, in-store, and through wholesale. The supply chain management here deserves commendation. Having witnessed the collection at Milan’s Rinascente and various Swarovski locations, I can vouch that it’s not an impulsive purchase you’ll regret. It’s a product designed for longevity.
Retail innovation was particularly noteworthy. Kim wasn’t just featured in posters; she was embodied in the mannequins. Life-sized, Kim-inspired mannequins! This wasn’t just a visual prop; it was a conversation starter. It’s about forging that elusive connection with the customer, a feat many brands fail to achieve. Swarovski has been synonymous with crystals since 1895, Skims has been redefining underwear since 2019, and Kim has been a cultural icon for as long as we can remember.
In essence, this collaboration is not about merely leveraging a celebrity’s fame. It’s about creating a harmonious blend, finding your own unique ‘bling’ and ‘Kim’. It’s a formula, indeed, but not one that can be replicated without a thoughtful approach. It’s about discovering your own unique elements. So, find your bling and make it shine. Bling, it, on.
