Kim Kardashian’s Role in the Rise of Shapewear
Introduction
Kim Kardashian is one of the most famous women in the world. She is a reality TV star, entrepreneur, and a trendsetter. Many people admire her, and many also want to look like her.
One way in which Kim Kardashian has influenced fashion is through shapewear. It can make someone’s waist look smaller, their hips rounder, or their stomach flatter. Shapewear has been around for many years, but Kim helped make it popular again. Her brand, Skims, has changed how people think about shapewear and who wears it.
This blog will explain how Kim Kardashian became an external influence on people’s fashion choices. We will talk about how people admire her body and want to achieve her figure, how Skims has changed the shapewear market, and what type of consumers she has influenced the most.
What Is Shapewear?
Shapewear is an undergarment used to shape, smooth and contour the body.
Shapewear is not new. In the past, people wore corsets, girdles, or slips. But these were often uncomfortable and only came in a few colors or sizes. Some people felt shapewear was only for older women or to only be used for special events.
Kim Kardashian changed this. She showed that shapewear could be worn by women of any age in many colors and sizes in everyday life.
Kim Kardashian as a Style Icon
Kim is admired by millions of people all over the world. She first became famous from her family’s reality TV show, Keeping Up with the Kardashians. Over time, she built a brand around her style and her iconic figure.
Kim is often praised for her hourglass figure. She has a small waist, round hips, and curves which is something many women aspire to have. Although it is not confirmed, many people believe that Kim’s figure is not completely natural.
However, Kim has been very open in the past about using shapewear to achieve the look she wants in her outfits. She would often wear two or three layers of shapewear under her clothes, especially after a pregnancy. When fans learned this, they wanted to try shapewear too. This was the start of Kim’s influence on the rise of shapewear.
External Influence on Consumers
In marketing, an external influence is something outside of consumers that shapes their decision making. Celebrities like Kim are a common type of external influence. When people see Kim wear shapewear and how well she looks wearing it, they feel that they should try it too.
There are many reasons people listen to external influences like Kim:
Admiration – People look up to Kim and want to be like her.
Social Proof – If Kim wears shapewear, people believe it must be good.
Trends – Kim sets fashion trends, so consumers follow them to stay “in style.”
FOMO (Fear of Missing Out) – People don’t want to feel left out if everyone is trying something new.
This is how Kim plays a role in what consumers decide to purchase and wear.
The Creation of Skims
In 2019, Kim Kardashian started her own shapewear brand called Skims. At first, it was called “Kimono,” but she changed the name after people thought it was disrespectful to Japanese culture. She then picked the name Skims.
Skims was very different from other brands. Here is why it stood out:
Inclusive Sizing: Skims sold shapewear from size XXS to 4X. This meant women of all different body types could wear it.
Skin Tone Colors: Skims offers shapewear in up to 7 skin-tone shades, so women of all races could find a match.
Modern Styles: Skims made bodysuits, shorts, bras, and underwear that looked modern and stylish, not old-fashioned.
Everyday Use: Kim promoted Skims as something you can wear every day, not just for weddings or big events.
Kim wanted her brand to accommodate the needs of others since she struggled to find the perfect shapewear for herself. Kim has shared how she used to use tea and coffee bags to dye her shapewear to a slightly darker shade that would match her skin better in order to make it less visible under her clothing.
Skims made consumers see shapewear in a whole new way. It was not only about hiding “flaws.” It was about feeling confident and comfortable at the same time.
How Skims Revolutionized Shapewear
Before Skims, shapewear had a bad reputation. Some thought it was only for older women. Others thought it was too tight, uncomfortable. Kim changed that by showing that shapewear can be fashionable, comfortable and for anyone.
Here are some ways Skims revolutionized shapewear:
Made It Mainstream – Now, younger women in their 20s and 30s wear shapewear, not just older women.
Celebrity Endorsement – Kim wears Skims herself and shows it on Instagram. Her sisters and friends wear it too.
Comfort and Confidence – Skims focused on shapewear that feels good to wear while also sculpting the body.
Fashion Crossover – Many people wear Skims bodysuits as a top, not just under clothes. Skims also offers some clothing with shapewear features such as dresses, shirts and jumpsuits.
By doing this, Skims helped people think of shapewear as normal, stylish, and for everyone.
Consumers Who Were Most Influenced
Not everyone was influenced by Kim in the same way. Certain groups of consumers were more likely to buy shapewear because of her.
Young Women (18–35 years old): This group looks up to Kim the most because she is close in age to them.
Social Media Users: People on Instagram, TikTok, and Snapchat who follow Kim and saw her posting about shapewear and her own brand, Skims, wanted to try it out.
Fashion Followers: Anyone who loves fashion and trends was influenced by Kim’s style.
Women of All Sizes: Because Skims had inclusive sizing, women who felt left out before now felt included.
Minorities: Offering many skin tones made women of color feel seen and respected.
This wide group of consumers helped Skims grow into a billion-dollar company.
Image via youngnradiant.com
Admiration and Body Goals
A big reason Kim influenced consumers is because people admire her figure. She has been open about wearing shapewear to achieve her famous curves. When she admitted she wore multiple layers of shapewear, many fans felt as though it was socially acceptable for them to do the same.
Even if people cannot look exactly like Kim, shapewear helps them get closer to it. This creates a strong desire to buy shapewear, especially within those who are insecure about their own bodies.
Also, Kim has always been open about her body journey. She showed that it is normal to use tools like shapewear to feel more confident, which made fans feel connected to her because of her transparency.
Consumer Decision-Making and Kim’s Role
Consumers go through steps before they buy something:
Need Recognition: People have things that they don’t like about their bodies that they would like to change.
Information Search: They see Kim wearing shapewear on social media and come across her brand, Skims.
Evaluation: They compare Skims to other brands. But Kim’s name and style give Skims more credibility.
Purchase: They buy Skims because it is Kim’s brand.
Post-Purchase: They share photos online wearing it, which influences even more people to buy shapewear.
Kim is part of almost every step. She creates the need by showing her figure, gives the information through her posts, and makes the brand look the best.
The Rise of Shapewear Thanks to Kim
Because of Kim and Skims, shapewear has grown a lot. Skims is now worth over a billion dollars. Other brands had to change too. They started making more sizes and more shades to keep up with Skims’ success.
Now, shapewear is not just a small part of fashion. It is a huge market. Young women, older women, and women of all sizes now wear shapewear. This rise is linked directly to Kim Kardashian’s influence.
Criticisms and Challenges
Even though Kim has helped shapewear grow, some people criticize her influence. Some say that shapewear pressures women to change their bodies instead of loving them as they are. Others say Kim promotes an unrealistic beauty standard.
Still, many women feel shapewear gives them confidence. For them, it is not about changing, but about enhancing what they already have.
Conclusion
Kim Kardashian has played a huge role in the rise of shapewear. She is an external influence who changed consumer’s view on shapewear and what it is used for. Fans admire her figure, copy her style, and follow her brand, Skims.
Through Skims, Kim made shapewear modern, inclusive, and stylish. She reached young women, social media users, and people who felt as though shapewear wasn’t meant for them. She used her influence to make shapewear a part of everyday fashion.
Kim’s story proves how one celebrity can shape what consumers buy and wear. By being an admired figure, a smart businesswoman, and a cultural icon, Kim Kardashian helped shapewear rise to the top of the fashion world.
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