12d (edited) • Water Cooler
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KIM KARDASHIAN — No sh*t.
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Imagine this…You’re getting married in one week.Nearly everything has been checked off the to-do list, including picking up your wedding dress.It’s an ivory slip dress that hugs every curve.But there's a problem.Every time you put it on, the fabric bunches at the hips, and the sleek silhouette you had in mind disappears. Fast.You've tried three different shapewear brands.One left red marks on your ribs for six hours. Another rolled down every time you took a step. The third felt like you were wearing a tourniquet from the waist down. And the worst part? None of them actually matched your skin tone.
So you're back on your phone, scrolling through options at 11 p.m. and holding onto a shred of hope that comfortable, actually-effective shapewear exists.Then you land on a bodysuit from SKIMS. And the product page stops you cold.The shades aren't the usual "nude" that only works for one skin tone—there are seven, and one of them is clearly yours.The glowing reviews—both picture and text—are from real women with real bodies.Before you start doubting, you're typing in your credit card number.How did a brand you discovered three minutes ago already earn your trust—and credit card info?In today’s special edition of Why We Buy 🧠, we’ll explore a well-known company to see how they use buyer psychology principles in their business.This week we’re diving into SKIMS—the shapewear brand that turned Kim Kardashian’s problem into a shapewear solution worth $5 billion.
Let’s get into it.🤑 A Look Inside SKIMS
After dyeing shapewear with teabags and coffee in her tub because she couldn’t find any that actually matched her skin tone, Kim Kardashian and her co-founders launched SKIMS to a waitlist in 2019.The debut collection offered an unheard-of nine nude shades in sizes ranging from XXS to 5XL, serving as a jab at an industry that had long ignored women of color.The result? They sold out within minutes of going live, selling more than $2M. And 1 milion people scurried to get on the waitlist for the next drop.
Defined as a “solution-oriented brand,” SKIMS hit a $4,000,000,000 valuation in 2023. Today, that number has climbed to over $5,000,000,000.And they’ve since expanded into inclusive swimwear, underwear, loungewear, and menswear that’s worn by Olympic athletes, A-list celebrities, and millions of everyday buyers.
🧠 How SKIMS Uses Buyer Psychology
SKIMS didn’t become a multi-billion-dollar brand by chance. They use razor-sharp psychological principles to boost sales—even after you’ve clicked off their website.Here are some smooth techniques worth taking a closer look at:
COMMITMENT & CONSISTENCY
One of the biggest objections to buying shapewear online is: will it fit? So SKIMS offers free domestic return shipping—with a twist.You have to sign up (for free) to become a SKIMS rewards member.
It feels like a no-brainer. But that small decision is actually a micro-commitment.And once you commit, your brain nudges you to stay consistent with that decision. That looks like purchasing from SKIMS now andin the future.
MERE EXPOSURE EFFECT
Soon after visiting the SKIMS site, you’ll notice ads for the exact shapewear you were looking at start appearing on other sites.Those retargeting ads are smart because the more you see something, the more you trust and like it.
So SKIMS stays in your mind—and makes you more likely to buy—well after you stopped browsing their site.
CHOICE ARCHITECTURE
SKIMS’s checkout page is a masterclass in optimization to bring in extra revenue.They let you know how close you are to free shipping. Then they immediately present a gift bag add-on that bumps you over the finish line. And to top it off, they show you what others also bought, so you’re more likely to add that to your cart before you hand over your credit card info.
They’re subtly shaping (hehe) buying decisions while the customer’s brain has already leaned heavily toward “yes.” That’s why your checkout page design shouldn’t be an afterthought. It should be a top priority.
🤔 Thinking About Your Business
SKIMS skyrocketed to a $5 billion brand in less than seven years. But you don’t need to sell stretchy fabric to steal a few pages out of their marketing playbook.
Ask yourself…
Q: What micro-commitment can you create that feels like a no-brainer "yes"?It doesn't have to be a rewards program. Any small “yes” works, like a free quiz, a $7 tripwire product, or a free challenge. The key is that once buyers commit, even in a tiny way, they're far more likely to keep saying yes. Start small. The bigger commitments follow.Q: Are you letting warm leads slip away?Someone who visited your sales page and left is not a lost cause. They're a warm lead. So use retargeting ads to stay top of mind after they close the tab. Because the more familiar your offer feels, the more trustworthy it beocmes — and the more likely they are to come back and buy.Q: Is your checkout page actively selling or just processing payments?Your checkout page is the highest-intent real estate on your entire website. That's where you remind buyers how close they are to a reward (like free shipping), show them what others bought alongside a particular product, and make it dead simple to add one more thing to their cart. If your checkout is just a form, you're leaving money on the table with every. single. order.
💥 The Short of It
SKIMS didn't win just because Kim Kardashian is wildly famous. They won because they first understood the exact problem their buyers struggled with. (Then sprinkled in psychological principles to maximize sales.)When you truly understand and acknowledge that pain, buyers trust you have the solution.At the end of the day, buyers don’t care about the flashiest solution.
They care about feeling understood.
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SOURCE: This is taken directly from a free newsletter that you should subscribe to from Kaitlin Bourgoin. called WHY WE BUY.
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