Key Takeaways
- Skims, the apparel brand co-founded by Kim Kardashian, hosted a 45-minute holiday livestream event called "Kimsmas Live!" on TikTok.
- The event was fully shoppable in real-time and featured Skims collections and exclusive holiday deals.
- The livestream was part of Skims’ efforts to tap into pop culture and meet Gen Z where they are spending their time, on social media.
- TikTok is expected to play a significant role in holiday shopping, with 9 in 10 users using the app for inspiration and advice, and 1 in 4 users purchasing gifts they saw on the platform.
- Skims’ partnership with TikTok and OBB Media marks the brand’s latest effort to engage with its community and drive sales through social commerce.
Introduction to Skims’ Livestream Event
Skims, the apparel brand co-founded by Kim Kardashian, made its first venture into live entertainment with "Kimsmas Live!," a 45-minute holiday livestream event that was broadcast exclusively on TikTok. The live event, held on December 3, was hosted by Kardashian and sought to draw inspiration from classic holiday variety shows. The livestream was fully shoppable in real-time, featuring Skims collections and exclusive holiday deals. The event was teased ahead of time by Kardashian across social media, including with an animated spot featuring the celebrity and Kris Jenner set to an original jingle.
The Importance of Social Media in Holiday Shopping
As Gen Z continues to exert its influence on the holiday shopping season, brands are adopting marketing tactics that meet the cohort where they are spending their time, and that’s on social media. According to TikTok, 9 in 10 users are expected to use the app for holiday inspiration and advice, and 1 in 4 users have purchased or expect to purchase a gift that they saw on the platform. Furthermore, U.S. social commerce sales are expected to top $100 billion in 2026 and grow to more than $137 billion by 2028, per eMarketer. This shift towards social commerce has led brands like Skims to invest in livestreaming and social media marketing to reach their target audience.
The "Kimsmas Live!" Event
"Kimsmas Live!" was a significant event for Skims, representing the biggest real-time event hosted by Kardashian on her TikTok channel. The event highlighted the star’s favorite holiday tips and Skims products, including special bundles, and included surprise celebrity guests. The special was executive produced by Michael Ratner, Scott Ratner, Simone Spira, and Lana Womack for OBB Media alongside members of the Skims team, and was directed by Emmy Award-winning director Sam Wrench. The event was designed to be entertaining and highly shoppable, allowing viewers to purchase Skims products in real-time.
Skims’ Efforts to Tap into Pop Culture
Skims’ holiday livestream continues the brand’s efforts to tap into pop culture. In 2023, Skims entered into a multiyear partnership to become the official underwear of the NBA, WNBA, and USA Basketball. Company and league executives characterized that deal as a union of pop culture, entertainment, fashion, and sports. More recently, the brand partnered with Nike to create a new brand, NikeSkims, that will include apparel, footwear, and accessories. These partnerships demonstrate Skims’ commitment to engaging with its community and driving sales through social commerce.
The Role of TikTok in Social Commerce
TikTok has been actively promoting its TikTok Shop feature, offering incentives such as covering delivery costs and cash rewards to get retailers and marketers to set up shop on the platform. These efforts have led several blue-chip companies, including Samsung U.S., Ralph Lauren, and the Disney Store, to sign on in advance of the holiday season. Skims’ partnership with TikTok and OBB Media marks the brand’s latest effort to engage with its community and drive sales through social commerce. As social commerce continues to grow, it’s likely that we’ll see more brands investing in livestreaming and social media marketing to reach their target audience.
Conclusion
In conclusion, Skims’ "Kimsmas Live!" event was a successful example of how brands can use social media and livestreaming to engage with their community and drive sales. The event’s success demonstrates the importance of meeting Gen Z where they are spending their time, on social media, and providing them with entertaining and shoppable content. As social commerce continues to grow, it’s likely that we’ll see more brands investing in livestreaming and social media marketing to reach their target audience. With its partnerships with TikTok and OBB Media, Skims is well-positioned to continue to tap into pop culture and drive sales through social commerce.