Consumer Buying Behavior Across Brands - Skims Case Study

Consumer Buying Behavior Across Brands - Skims

Macy Rose Wallace

University of North Texas

CEXM 3800 Consumer Psychology

Professor Marissa Zorola

February 15, 2025

Skims’ Consumers’ Search for Value

Consumer behavior is motivated by a need or want. As people assess their needs, they begin to seek value within products or services, which begins the decision-making process. The Basic Consumption Process begins with recognizing a problem through a basic need or want, researching product options, evaluating products, making a purchase, and then assessing the satisfaction levels post-purchase. 

Decision-Making Approach

For Skims, a limited decision making approach is the most common approach that the consumer would use when purchasing from the brand. Skims is a fashion-based company, and customers tend to research products from these types of brands. There is some level of consideration with the fit of the items, specifically the bras, shapewear, and bodysuits. Consumers have to have a good idea of what size to get for these items, which requires research. The price point also adds to the research that customers are doing. The reason this brand doesn’t influence an extended decision-making approach is because customers are not thinking for multiple days about the products, they are purchasing same-day. Purchasing from this brand means taking some time to evaluate the purchase, but not more than an hour. 

Overchoice

Skims.com has so many options for similar types of clothing on the website, consumers are likely to suffer from overchoice when trying to purchase. For example, they have 54 different types of bodysuits available on their website. This is a lot to look at for a consumer, and can be very overwhelming. In addition to having so many items on their website, Skims has so many competitors that sell similar items. Aritzia, Zara, and Vuori also sell similar items to the brand. This creates difficulty when consumers try to decide what to purchase.

Relationship Quality

Competence and personalization are most relevant to Skims. The brand has shown a clear expertise on their products. They received a lot of credit for their innovative styles and trending products. One example would be their sculpting bodysuit. Many people recognize that Skims is creating solutions to common problems that women face when wearing shapewear. The brand is given credit for this, and many women can trust that Skims will provide solutions to their problems, in a way that other brands cannot. Personalization is also a very important characteristic of Skims. They have created such a wide range of options to cater to a variety of people. Colors that match varying skin tones, bodysuits that shape different sized bodies, and variety within products all add to the personalization of the brand. Products are marketed towards Gen Z, Millennials, and Gen X. The brand even markets towards both men and women. Many of their campaigns are directed towards very different people, which makes consumers feel special and thought of. Personalized emails and post-purchase surveys help customers feel like they are more important to Skims. 

Works Cited

DeStefano, M. (2023). Kim Kardashian Skims history: From launch to now. Retrieved from https://www.complex.com/style/a/mike-destefano/kim-kardashian-skims-timeline  

Seamless sculpt thong bodysuit: Onyx. (n.d.). Retrieved from https://skims.com/products/seamless-sculpt-thong-bodysuit-onyx  

The marketing strategy behind Aritizia’s success with gen-Z: Brand vision. (n.d.). Retrieved from https://www.brandvm.com/post/aritzia-marketing