In The Context of the Rise of Digital-Native Brands: A Case Study of SKIMS’ Digital Marketing Strategy

Abstract

As global consumer behavior accelerates its shift online, digital-native brands are reshaping the competitive landscape of the fashion industry. This paper takes the American phenomenon-level underwear and lifestyle brand SKIMS as the research object and uses the case analysis method to systematically explore its core strategies and success logic in the field of digital marketing. The research finds that SKIMS’ growth does not rely on a single channel, but rather builds a highly coordinated digital marketing ecosystem through the founder’s influence, user-generated content (UGC)-driven social proof, data-enabled personalized experiences, and a brand narrative centered on “inclusiveness”. This paper further analyzes how it establishes deep user connections through value resonance based on the theory of purpose-driven marketing and provides optimization suggestions for its future international expansion, sustainable development, and technological experience upgrades. This study not only enriches the theoretical framework of digital-native brand marketing but also provides practical implications for the digital transformation of traditional brands. For instance, expanding the international market and more comprehensively shaping the brand image.