Milena Perez Schmidt

Kim Kardashian's @skims is making its biggest pivot yet: Adding menswear And that reveals a fundamental difference to how men and women shop... But first, some context: We are living in The Era of the Undergarment, the Age of Undies, The Underwear Economy. There's been a surge in women’s underwear startups to fill the void left by #VictoriasSecret — As Victoria's thong-opoly ended, Skims pounced on the opportunity: 🩲 Kim K’s undergarment startup hit $4B valuation this year & plans to to #IPO 🩲 Sales have jumped 50% this year to $750M 🩲 Now Kim is going to boxers & briefs: Menswear (it's like Skims just added a Y chromosome) But Skims faces 1 major challenge selling to men... Conversion Friction The Takeaway → Conversion Friction: It's harder to convince men to try new product than women. 🛍️ According to data from @junglescout about shopping online, men are 2X as likely to buy their current brand, not try new a new one. 🛍️ It’s not loyalty, it’s laziness: Guys don’t fix go-to brand if it ain't broke 🛍️ (Full Disclosure: Jack Crivici-Kramer's had the same deodorant brand for 8 years (#OldSpice) and I've had the same button-down shirts for the same time (#Octobre) So it's harder for Skims to get Jack to switch from Hanes than it is to get Julie to switch from Victoria's Secret. 🤩 That’s why #Skims is using star athletes to sell boxers to men: Nick Bossa of the San Francisco 49ers and Brazilian soccer star Neymar. To overcome men’s shopping laziness, @KimKardashian signed the same players from their fantasy football leagues. Because of Conversion Friction: It's harder to convince men to try new product than women. @jackkramer and I tossed on some bodysuits and whipped up the Skims story on today's @tboypod podcast 🩲🩲 #TheBestOneYet #TBOY #Podcasts #IYKYK open.spotify.com/episode/3lN…