Skims, co-founded by Jens Grede, Emma Grede, and Kim Kardashian, seeks to position itself as the 'Starbucks of underwear.' Grede draws inspiration from Starbucks, focusing on the premium yet accessible nature of their products. He emphasized the importance of delivering a distinct sensory experience akin to the 'first sip feeling' from Starbucks drinks. Skims offers a range of minimalist underwear, bras costing over $50, and popular items like slip dresses priced at $80. Grede believes the quality justifies the price and regards Skims' pricing as competitive yet accessible compared to other brands.
Skims aims to emulate Starbucks' 'first sip feeling' by offering premium yet affordable underwear and loungewear, ensuring a distinct sensory experience for customers.'
Cofounder Jens Grede highlighted that Skims galleries basic, minimalist underwear at a premium price point, making it still affordable compared to competitors like Victoria's Secret.
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