There’s something fascinating about the way certain brands become cultural phenomena long before people even try the product for themselves – and SKIMS is a perfect example.
With Kim Kardashian’s hugely successful shapewear label officially arriving in New Zealand this August, many Kiwi women already feel like they know the brand. They’ve seen the campaigns flood Instagram feeds, watched celebrities wear it, heard influencers rave about it, and absorbed the message that SKIMS isn’t just underwear or shapewear – it’s a lifestyle brand.
And according to new data from brand tracking platform Tracksuit, that carefully crafted image is already working on New Zealand consumers.
The research shows Kiwi women already see SKIMS as trendy, premium, and worth paying more for – even before the brand has properly launched here.
Among women who would consider buying SKIMS, 61% described the brand as “trendy” compared to 41% for competing brands. Nearly 60% viewed it as a premium label, significantly higher than competitors in the category.
In other words: the hype has landed before the products even have.
Part of that appeal is undoubtedly tied to Kim Kardashian herself. Love her or not, she understands branding better than almost anyone. SKIMS has managed to position shapewear as something aspirational rather than purely practical. It’s no longer about hiding flaws or squeezing into a dress – it’s about feeling polished, confident, and part of the modern aesthetic dominating social media.
And Kiwi women appear willing to pay for that feeling.
Tracksuit’s data found that 39% of women considering SKIMS believe it is worth paying premium prices for, compared to just 29% for competing brands. That’s a significant jump in a category where consumers are often price-conscious.
But despite all the buzz, there’s one area where SKIMS still has work to do: trust.
The research revealed only 37% of potential customers currently see SKIMS as “a brand they trust,” compared to 48% for competitors already established in the New Zealand market.
That may matter more than it sounds.
According to Tracksuit, trust plays a major role in whether women actually move from considering a purchase to becoming loyal customers. In fact, consumers who associate trust with a lingerie or shapewear brand are twice as likely to go from browsing to buying.
And that makes sense. When it comes to underwear and shapewear, women want more than clever marketing. They want comfort, quality, flattering fits, and products that genuinely make them feel good – not just products that photograph well on celebrities.
Still, awareness of SKIMS is clearly growing fast in New Zealand, increasing by five percentage points between November 2025 and April 2026.
Whether the brand lives up to the hype once Kiwi women can finally try it for themselves remains to be seen. But one thing is already clear: SKIMS hasn’t just sold shapewear. It’s sold an image – and plenty of women are already buying into it.