Skims
June 9, 2025
RATINGS
Culture
Commerce
About the Brand: Founded by Kim Kardashian, SKIMS is a solutions-oriented brand that is dedicated to creating the "next generation" of underwear, loungewear, and shapewear. The company has raised $670M in funding over three rounds due to its star power and its heavy rotation of buzzy collabs.
THE STORE AT A GLANCE
FORMAT:
Free-Standing Store/Flagship (Metro)
LOCATION:
NYC, 5th Ave.
VISIT DATE:
Spring 2025
CULTURAL FEEL:
The store, overall, is quite commercial and simple in store design, similar to other mid-tier fashion brands but a bit more sophisticated. Without “Kardashian” mystique and current trend impact, could be any basic lingerie store. Although hinted at somewhat “in crowd/cool girl” vibe based on shoppers. Slightly overwhelming with so many options (yet minimal color selection) and too many salespeople, but semi exciting shopping with so many enthusiastic customers.
Continue Reading...
Gain access to the full Field Notes by subscribing to Future Commerce Plus and get:
- High-level store details (including location, adjacent stores, competitors, and cultural feel)
- Full store details and experiential analysis
- The Senses Matrix, which identifies clear differentiators and whitespace opportunities
- A Field Test breakdown of strategic questions to ask to guide your store experiences
- An Artifact Archive full of images and videos from the experience
