EXECUTIVESUMMARY
Thisresearchprojectwillproposetoevaluateandidentifythekeyprimaryinfluences drivingthecurrentrisingdemandpresentintheUKWomenswearAthleisureApparel Markettoeffectivelyproposeanddeveloparelevant,valuableandprofitablebrand collaborationstrategyforSKIMStoenablethepremiumshapewearandloungewear retailertocapitaliseuponthisrisingdemanditisyettoleverage.
Applyingexistingmarketknowledge,keytheoreticalconceptsandattainedfirst-hand consumerinsightsfromaconsumersurveyof100respondentsandaconsumerfocus groupofGenerationZfemaleconsumers,thekeyprimaryinfluencesdrivingconsumer demandforathleisureapparelintheUKmarketpostpandemicwillbeevaluatedtoseekto informhowfashionmarketplayerscansuccessfullyleveragethisrisingdemand Underpinninghowfashionbrandcollaborationscanbeeffectivelyutilisedtoenablea brandtoseekprofitablegrowthinanewmarketwhilstconsideringtheimportanceof brandidentitywhenproposinganappropriateandsuccessfulfashionbrandcollaboration, thedevelopmentofaninnovativeandcompellingbrandcollaborationbetweenSkimsand premiumathleisureretailerLululemonthatleverageseachbrand’sestablishedreachand successwillbeproposedthatendeavourstorepositionSkimsinthepremiumathleisure markettocapitaliseuponthisgrowingconsumerdemand.
ACKNOWLEDGEMENTS
IwouldliketoexpressmysincereappreciationtomymoduleleaderandpersonaltutorDr KatrinFranke,who’sunwaveringsupportthroughoutmyfinalyearofstudiesatTheFashion RetailAcademywillnevergounnoticed.
Iwouldliketoconveymydeepestgratitudetomyamazingmumanddad.Withoutyour continuoussupport,guidanceandcareIwouldn’tbewhereIamtoday.Thankyoufor alwaysbelievinginme,IhopeIwillcontinuetoforevermakeyoubothproud.
IwouldalsoliketoconveymysincereappreciationtomyfriendAmy Iwillalwaysbe gratefultohavemetthekind,puresoulthatyouare Thankyouforalwaysbelievinginme
Iwouldfinallyliketoexpressawarmacknowledgementto20-year-oldmewhofeltsolost intheworldandhadnoideawhathernextstepshouldbe BecauseofyouIwillcontinueto rememberthateverythingwillalwaysworkoutthewayitismeantto,andIwillcontinueto alwaysfollowmyheart.
CONTENTS
ChapterOne-Introduction
ChapterTwo-LiteratureReview
ChapterThree-Methodology
ChapterFour-
4.1BrandAnalysis
4.2CurrentTargetAudience
4.3MarketAnalysis
4.4BrandExtensionStrategy
4.5MarketingPlan
ChapterFive-Conclusion
References
Appendices
LISTOFFIGURES
Appendices
CHAPTERONE
Introduction
INTRODUCTION
Thischapterwillproposetohighlighttherelevanceofdevelopingabrandcollaborationfor SKIMSthatenablesthepremiumshapewearandloungewearretailertocapitaliseupon therisingdemandcurrentlypresentintheUKWomenswearAthleisureApparelMarketitis yettoleverage.Providinganoverviewoftheresearchbackgroundfortheproposed researchproject,theoverallresearchproblemandthusitscorrespondingresearch questionandobjectiveswillbeidentified,whilstthescopeofthisstudyanditsoverall significanceandcontributionstoknowledgewillbehighlighted.
1.1ResearchBackground
Aportmanteauoftheterms‘athletic’and‘leisure’(Lipsonetal.2020),athleisureapparel canbedefinedasacasualstyleofclothingthatintegratesthefunctionalityofsportswear withtheaestheticattributesofcasualfashion(Pereraetal.2023)designedtobewornfor bothathleticandgeneralleisureactivities(Rhone2014).
Firstgainingtractioninthemid-2010s(Chen2023)beforerisingtoprominencepost pandemic,theathleisureapparelmarkethasshowcasedasignificantincreaseindemand since2020(Finamore2023)amidchangingconsumerlifestylesandpreferences Evidencinghighprofitablegrowthprojectedtosurpassthegrowthindemandofallother UKcategoriesofcasualapparelintheupcomingyears(Pereraetal 2023)reachingan approximatevalueofUS$36,1354mby2030andgrowingataprojectedCAGRof89% between2025and2030(GrandViewResearch2025),theincreasingpopularityof athleisureapparelhascreatedalucrativemarketsegment(Niedzwiedz2024).Asmany brandscontinuetocapitaliseuponthishighgrowthmarketdemandparticularlydrivenby theGenerationZandMillennialfemaleaudience(Gwyther2025),diversifyingintothisnew categorytoleverageitsprofitableprojectedgrowthhashighlightedanevidentlyvaluable opportunityfornewandexistingmarketplayersintheUKWomenswearMarkettoleverage thisgrowingdemandasevidencedbymarketplayersincludingLululemon,Talaand Adanola(Weston2025).
1.2ResearchProblem
AppropriatelyapplyingtheoriesofconsumerbehaviourinregardtoTheSociologicalModel (Nair2009:3-198)andtheimpactofexternalenvironmentalfactorsasacoreexternal drivingforceonconsumerbehaviouranddemand(Khan2006:3-189),thefollowing researchstudywillunderpinthekeyprimaryinfluencesdrivingthisgrowingdemandinthe UKWomenswearAthleisureApparelMarkettoproposethedevelopmentofabrand collaborationforSKIMStoenabletheretailertocapitaliseuponthisrisingmarketdemand ithasyettoleverage
Tostrategicallyinformtheutilisationofthisgrowthstrategyofdiversification(Strong2014: 13-8),anunderstandingoftheAnsoffGrowthMatrixwillbeappliedtoinvestigatehow brandcollaborationscanbeeffectivelyutilisedtoenableabrandtoseekprofitablegrowth inanewmarketinordertodevelopabrandcollaborationstrategythatenablesSKIMSto offeranewproductlineinanalternativemarkettoseekprofitablegrowthatalowercostof investmentandimposedrisk(EurasianResearchInstitute2024).Furtherinformedbythe keyprimaryinfluencesidentifiedindrivingtherisingdemandinthemarket,the importanceofconsideringbrandidentityasakeydeterminantinthesuccessorfailureof abrandextension(Viot2011)willbeunderpinnedinreferencetoKapferer’sBrandIdentity Prism(Kapferer2009)toanalysetheimportanceofensuringsynergyintheproposed brandcollaboration(MichelandWilling2020:201-17)betweenSKIMSandthechosen collaboratingbrandpartnerLululemon
1.3ResearchQuestion
WhatarethePrimaryInfluencesDrivingDemandintheUKWomenswearAthleisure ApparelMarket,andHowCanPremiumShapewearandLoungewearRetailerSKIMS LeveragethisGrowingConsumerDemand?
Thepurposeofthisresearchstudyistothusevaluateandidentifythekeyprimary influencesdrivingthecurrentrisingdemandpresentintheUKWomenswearAthleisure ApparelMarkettoeffectivelyproposeanddeveloparelevant,valuableandprofitable brandcollaborationstrategyforSKIMStoenablethepremiumshapewearandloungewear retailertocapitaliseuponthisrisingdemanditisyettoleverage
1.4ResearchObjectives
Theresearchconductedandtheinsightsattainedfromthisstudywillthereforeremain centredsurroundingthefollowingresearchobjectivestothusprovidevaluableinsights thatmeettheproposedresearchquestion.
1.Toevaluatethekeyprimaryinfluencesdrivingconsumerdemandforwomenswear athleisureapparelintheUKmarketpostpandemictothusinformhowfashionmarket playerscansuccessfullyleveragethisrisingdemand
2 Toanalysehowfashionbrandcollaborationscanbeeffectivelyutilisedtoenablea brandtoseekprofitablegrowthinanewmarkettothusenhancebrandvalue,employing relevanttheoriesandmodelsaccordingly.
3.Toidentifytheimportanceofunderstandingabrand’sidentitywhenproposingan appropriateandsuccessfulfashionbrandcollaboration,employingrelevanttheoriesand modelsaccordinglyandtranslatingthisanalysistodevelopabrandcollaborationfor premiumshapewearandloungewearretailerSKIMS.
4.Toproposeanddevelopaninnovative,compellingbrandcollaborationbetween premiumshapewearandloungewearretailerSKIMSandpremiumathleisureretailer lululemon,leveragingeachbrand’sestablishedreachandsuccesswhilsteffectively mergingtheircomplimentaryidentitiestorepositionSKIM’smarketpositioninthe premiumathleisuremarketthroughleveragingthisevidentlygrowingconsumerdemand
1.5ScopeofStudy
Thepurposeofthisresearchstudywillremaincentredsurroundingthedevelopmentofa relevant,valuableandprofitablebrandcollaborationstrategyforSKIMSinformedbythe marketinsightsattainedaskeydriversintheriseindemandintheUKWomenswear AthleisureApparelMarket,andtheabilitytoleveragefashionbrandcollaborationstoseek profitablegrowthinanewmarkettoenhancebrandvalue.Existingknowledgeand marketingmodelswillbereviewedandappliedaccordingly,whilstrelevantprimary researchwillbeundertakentoprovidefurtherscopeandinsightsthatseektoreachthe proposedresearchquestionandobjectives
Thelimitationsofthisstudyconcernedwiththeboundariesimposedtoensurethe proposedresearchquestionandcorrespondingresearchobjectivesremainattainable (TheofanidisandFountouki2018)canbehighlighted.Whilsttheresearchproposalto identifythekeyprimaryinfluencesdrivingdemandintheUKWomenswearAthleisure MarketwillremainlimitedtotheUKonly,thedevelopmentofabrandcollaboration betweenSKIMSandLululemonwillsimilarlyseektoremainrelevantandtailoredsolelyto theUKmarketandtheGenerationZfemalemarketconsumeraudience.
1.6ContributionstoKnowledge
Theintendedsignificanceofthisresearchstudyistocontributetoexistingmarket knowledgesurroundingtheevidentsurgeindemandforathleisureapparelpost pandemic,identifyingthekeyprimaryinfluencesdrivingthisdemandinreferenceto consumerbehaviour(Khan2006:3-189).Seekingfirsthandinsightsfromrealconsumers tobridgekeytheoreticalknowledgewithreal-worldapplications,thisstudywillseekto contributetotheexistingunderstandingsurroundingtheopportunitytoleveragebrand collaborationstoenableabrandtoseekprofitablegrowthinanewmarket(Eurasian ResearchInstitute2024)informedbytheimportanceofconsideringbrandidentityasakey determinantoftheirsuccessorfailure(Viot2011).
Thefindingsfromthisresearchstudywillsimilarlyseektoofferastrongcontributionto marketingprofessionalsandUKfashionmarketplayersendeavouringtoutilisebrand collaborationsintheirbusinessgrowthstrategiesandseekingtosimilarlycapitaliseupon thisgrowingdemandpresentintheUKWomenswearAthleisureApparelMarket,servinga valuableunderstandingoftheimportanceofconsideringbrandidentityaskey determinantinthesuccessorfailureofabrandextensionandacomprehensive evaluationofthekeyinfluencesdrivingthisevidentmarketdemand.Furthermore,the findingsfromthisresearchstudywillofferastrongcontributiontopremiumshapewear andloungewearretailerSKIMS,servingasanactionablerecommendationtoenablethe retailertocapitaliseuponthisprofitablehighgrowthmarketitisyettoleverage.
LITERATUREREVIEW
2.1TheUKAthleisureApparelMarket
Risingtoprominencepostpandemicamidchangingconsumerlifestylesandpreferences, theUKAthleisureApparelMarkethasshowcasedasignificantincreaseindemandin recentyearsprojectedtoreachanapproximatevalueofUS$36,135.4mby2030and growingataCAGRof89%between2025and2030(GrandViewResearch2025b) Blurring thelinesbetweenathleticandeverydaycasualweartheincreasingpopularityamongst UKconsumersforathleisureapparelhascreatedalucrativemarketsegment(Niedzwiedz 2024)particularlyamongstthecategoryofpremiumathleisureapparelwear(GrandView Research2025a),withtheincreasingriseindemandparticularlycontributedtobythe GenerationZandMillennialfemaleaudience(Gwyther2025).
Diversifyingintothisemergingcategorytoleverageitsprofitableprojectedgrowthhas highlightedanevidentlyvaluableopportunityforfashionmarketplayersintheUK WomenswearMarkettothuscapitaliseuponthishighgrowthmarketinordertocaterto thechanginglifestylesandpreferencesoftheUKGenerationZandMillennialfemale audiencesassuccessfullyadoptedbykeymarketplayersincludingLululemon,Talaand Adanola(Weston2025).Inordertoseektofurtherunderstandtheexternalmarket environmentdrivingthisevidentsurgeindemandintheUKAthleisureApparelMarket,key primaryinfluencesdrivingconsumerdemandforwomenswearathleisureapparelinthe UKmarketpostpandemichavebeenidentified
Oneexternalmarketfactorrecognisedasacorecontributortotheriseindemandfor athleisureapparelpostpandemicistheriseinhybridworking,analternativeworkingstyle implementedacrosstheUKduringtheCovid-19pandemic(GlobalData2022)definedasa styleofworkingwherebyanemployeeswitchesbetweentraditionalandnon-traditional workmodesthroughinterchangeableworklocationsthatusuallyconsistofworkingboth fromhomeandfromoffice(LauringandJonasson2025).Whilstjust6%ofUKworkers utilisedhybridworkingpre-pandemic(Bartosiaketal.2024),over50%wereestimatedto haveadoptedhybridworkinglifestylespostpandemicby2023(Mintel2023)generatinga surgeindemandforlessprofessionalworkattire(Rotblut2023)withconsumersintuitively changingtraditionalformalofficewearforcomfortablestylessuitabletobewornforhome working(Pereraetal 2023) Ashybridworkingremainsasapermanentfixtureinthe lifestylesofmanyconsumerspostpandemic(Finamore2023)withmanycompanies acrosstheUKcontinuingtoinvestinhybridworkingmodelsstronglyfavouredamongstUK workersduetotheirhighflexibility(Rees2022),theacceptanceofcomfortable,casual stylesinpreviouslymoreformalcontexts(McKinsey&Company2021)hasrisen.As consumerscontinuetoseekworkfromhomeattirethatembodiesbothcomfortand flexibility(Bartosiaketal.2024),consumershavecontinuedtoincreasinglyfavour athleisurestylesthatofferthismultifunctionalityforbothworkandcasualsocialsettings (GlobalData2022).Theevidentriseinhybridworkingpostpandemiccanthereforebe evaluatedasakeyprimaryinfluencedrivingtheevidentgrowthindemandfor
womenswearathleisureapparelintheUKmarket,asconsumerscontinuetoseek athleisurestylesthatoffermultifunctionalityforbothworkandcasualsocialsettings (GlobalData2022)astheycontinuetoadopthybridworkinglifestyles.
Anotherexternalmarketfactorregardedasakeycontributortotheriseindemandfor athleisureapparelpostpandemicaresocialmediainducedwellnessandfitnesstrends includingthe‘Fitspiration’movement(Cataldoetal 2021)andtheriseofthe‘PinkPilates Princess’consumer(Maguire2024) Amidexerciseandfitnessroutinesbecoming increasingprioritiesinthelivesofmanyconsumersinrecentyears(McDonnell2021)a growingsocialmediahypeforyogaandPilateshascontinuedtocontributetoarisein marketdemandforathleisureapparel(Saggese2024).WithPilatesclassbookings evidencinganincreaseindemandof92%in2023aloneamidrisingconsumerpreferences forembracingsocialwellness(Ventura2025)the‘PinkPilatesPrincess’consumerhas emerged,asocialmediainducedconsumerpersonathatrosefromTikTokin2023 denotingacategoryoffemaleconsumerswillingtoinvestinathleisure,wellnessand beautythattheyendeavourtothenshareonline(Maguire2024).Whilstsocialmedia inducedtrendshaveemergednewconsumercategoriesseekingathleisureapparel, furtherfitnessandwellnesstrendshavesimilarlyheightenedtheriseindemandinthe marketasexerciseandfitnesshavebecomeanincreasingpriorityinthelivesof consumerspostpandemic(McDonnell2021) Aportmanteauof‘fitness’and‘inspiration’, the‘fitspiration’movementhassimilarlyrisentoprominencepostpandemicacrosstop socialmediaplatforms(Cataldoetal 2021),asocialmediatrendwhichencouragesusers toupload,shareandcommentonmediashowcasingavery‘fit’body Inducedbyfitness influencersandtheriseinappealforfitnessandwellnesscontent(McDonnell2021)the ‘fitspiration’movementhassimilarlycontributedtotheheightenedriseindemandinthe market,encouragingconsumptionofathleisureapparelasconsumershavecontinuedto tapintothisemergingsocialmediatrend.Theevidentriseinsocialmediainduced wellnessandfitnesstrendspostpandemiccanthereforebeevaluatedasakeyprimary influencedrivingtheevidentgrowthindemandforwomenswearathleisureapparelinthe UKmarket,emergingnewconsumerpersonasandencouragingtheconsumptionof athleisureapparelasconsumersincreasinglyingestthesefitnessandwellnesssocial mediainducedtrends
Furtherstemmingfromtheinfluenceofsocialmediainducedwellnessandfitnesstrends asakeycontributortotheriseindemandintheUKAthleisureApparelMarket,another externalmarketfactorregardedasakeycontributortothisriseindemandcanbe highlightedasshiftsinyouthcultureamongsttheGenerationZconsumeraudiencepost pandemicsuchasthe‘sobercurious’movement.AsalargeproportionofGenerationZ evidentlychosetostayathomeinsteadofseekingtogoingoutin2022postthepandemic amidrisingcosts,newrelationshipsandhabitsregardingalcoholconsumption,andanew disinterestinnightlifeasaresultofadoptingmoresoberlifestylesduringthepandemic (Saggese2023),the‘sobercurious’movementwasseentoemergedefinedasalifestyle shiftinyouthcultureamongsttheGenerationZconsumeraudienceamidthesechanging interactionsandrelationshipswithalcoholconsumption(Roberts2024).Motivatedby changingwellbeingandmindfulnessgoals(Mintel2025b)andsimilarlydrivenbysocial
mediainducedtrendssurroundingthede-normalisationofdrinkingandreshapingthe ideaofa‘goodnightout’(Carnegie2022),demandforathleisureapparelamongstthe GenerationZaudienceamidthesechangingconsumerlifestylehabitsandpreferences hasthusbeenencouragedasGenerationZcontinuetooptforsobersocialisingseeking athleisurestylesthatresonatewiththesechanginghabitsthroughtheirofferingsof comfort,flexibilityandfunctionality(Bartosiaketal 2024)(GlobalData2022) Heightened bytheuniquesociallandscapepostpandemic(Carnegie2022),thisevidentshiftinyouth culturepostpandemiccanthereforebeevaluatedasakeyprimaryinfluencedrivingthe evidentgrowthindemandforwomenswearathleisureapparelintheUKmarket,asthe GenerationZaudiencehavecontinuedtoadoptchangingconsumerlifestylesand preferencespostpandemicseekingathleisurestylesthatresonatewiththeir‘sober curious’lifestyles.
2.2ConsumerBehaviour
Tounderstandthecorrelationbetweenthekeyprimaryinfluencesidentifiedregardingthe changinglifestylesandpreferencesofconsumerspostpandemicandtheevidentrisein demandinthemarket,anunderstandingofconsumerbehaviourcanbeappliedinregard totheimpactofexternalenvironmentalinfluencesonconsumerdemandandtheroleof societyoutlinedinTheSociologicalModel(Pereraetal 2023) Arguedbytheoristsasacore drivingforceofmarketdemand(Liu2024),consumerbehaviourcanbedefinedasthe decision-makingprocessandphysicalactivitiesinvolvedinaconsumeracquiring, evaluating,usinganddisposingofgoodsandservices(Khan2006:3-189)separatedinto threeconceptualdomainsofexternalinfluences,internalprocessesandpost-decision processes(Hayden2018:10-39).Whenapplyingtheoriesofconsumerbehaviourtoseekto understandtheevidentrelationshipbetweenthekeyexternalmarketinfluencesidentified andtheirdirectinfluenceontheriseindemandintheUKAthleisureApparelmarket,the changinglifestylesandpreferencesofconsumersidentifiedaskeyprimaryinfluences drivingthesurgeindemandinthemarketcanthusbeidentifiedastheseexternal influencesdrivingthischangeinconsumerbehaviour(Khan2006:3-189).
Anunderstandingofconsumerbehaviourandtheimpactofexternalenvironmental influencesondemandhavefurtherbeentheorisedinTheSociologicalModel(Jisana2014), atraditionalmodelofconsumerbehaviourwhichtheorisesthataconsumer’sbuying behaviourisdirectlyaffectedbyitssocietyandthegroupswithinitthatitbelongsto(Khan 2006:3-189) Tofurtherseektounderstandtheevidentrelationshipbetweenthekey externalmarketinfluencesidentifiedandtheirdirectinfluenceontheriseindemandinthe UKAthleisureApparelmarket,theinfluencesofthechanginglifestylesandpreferencesof consumersasasocietypostpandemiccanthusbeidentifiedastheseexternalinfluences drivingthischangeinconsumerbehaviour(Nair2009:3-198)astheycontinuetodirectly influencemarketperformanceandthuscontinuetodrivetheevidentriseindemandinthe market(Liu2024).
2.3BrandCollaborations
Definedasaproduct,collectionorbrandemergingfromanalliancebetweenan establishedbrandandanotherbrandentitytofacilitatethecreationofsomethingnew (CopeandMaloney2018:72-93),abrandcollaborationisanexampleofabrandextension strategywhichreferstotheextensionofanestablished,well-knownbrandintoanew categoryormarket(Pengetal.2023).Whilstexistingresearchhasunderpinnedthatitis significantlyeasiertoattracttheattentionofconsumersbyassociatinganewproductwith atrustedandestablishedbrandname(Nair2009:3-198),brandcollaborationshave remainedasapopulargrowthstrategyforbusinessexpansionatamuchlowerriskof potentialfailure(Pengetal 2023)whilstincurringthebusinesswithlowerrequired investmentcosts(Baisya2013:129-62) Implementedbybrandstocapitaliseupontheir abilitytoprofitablyfuelbusinessgrowthandshareholdervalue(Baisya2013:129-62)brand collaborationscanbeeffectivelyleveragedtofacilitateabrand’sexpansionintoan alternativemarket(EurasianResearchInstitute2024),enablingabrandtoleveragethe establishedbrandequityofanexistingbrandinthatnewmarketwhilstenablingboth brandpartnerstoleverageeachother’sestablishedcustomerbase(UgglaandÅsberg 2010).
Despiteenablingabrandtofavourablyseekprofitablebusinessexpansionatalower investmentcostandpotentialriskoffailure(Pengetal.2023),toensurebrand collaborationscanbeleveragedsuccessfullyanunderstandingofthekeyvariablesthat influenceconsumerperceptionssurroundingtheacceptabilityofbrandcollaborations mustbeconsideredbymarketersandbusinessesintheircreationinordertoefficiently developbrandcollaborationstrategiesthatarefavourablyingestedbyconsumers(Hem etal 2012) Whilsttheselectionofanappropriateandrelevantbrandpartneriscriticalto thecreationofasuccessfulbrandcollaboration(Baisya2013:129-62),theestablished reputationoftheparentbrandissimilarlyregardedasacrucialfactorinfluencingthe likelihoodofacquiredcollaborationsuccess(Hemetal.2012).Similarly,theperceived complementaritybetweenbothpartners(Hemetal.2012)aswellasthedegreeof perceivedbrandqualityandthetransferabilityofknow-howfromthecategoryofthe parentbrandintothenewmarket(Baisya2013:129-62)mustalsobeconsideredaskey variablesinfluencingthepotentialsuccessofabrandcollaborationtoensuretherisksof collaborationfailureremainmitigated(EurasianResearchInstitute2024).
2.4TheAnsoffGrowthMatrix
Tofurtherunderstandtheabilityofemployingbrandcollaborationsasastrategyof businessgrowth,theAnsoffGrowthMatrixcanbeapplied(Hanlon2021).Agrowthmatrix whichdeterminestheappropriategrowthstrategyabusinessshouldutiliseinorderto seekprofitablegrowth(Strong2014:13-8),asoutlinedinthemodeltheAnsoffGrowthMatrix assumesthananincreaseinsalescanbegeneratedbyabusinessbyeitherincreasingits salesofanexistingproductinanewmarket,introducinganewproductinanexisting market,encouraginggreaterconsumptionofanexistingproductwithinanexistingmarket, ordiversifyingintoanewmarketwithanewproduct(Hanlon2021) Asreferencedinthe matrix,abrandcollaborationstrategycanbeunderstoodasagrowthstrategyof diversificationenablingabusinesstoenteranewmarketwithanewproduct(Strong2014: 13-8).
AsidentifiedbytheAnsoffGrowthMatrixasastrategyofdiversificationenablinga businesstoexpandintoanewmarketwithanewproduct(Hanlon2021),brand collaborationscanthusbehighlightedasagrowthstrategythatcanbeleveragedto enableabrandtocapitaliseuponahighprojectedgrowthmarketitisyettoexpandinto suchastherisingdemandoftheUKAthleisureApparelMarket.Enablingabrandto leveragethebrandequityandcustomerbaseofanotherexistingbrandinanewmarket (UgglaandÅsberg2010)tostrengthenitsdurabilityandflexibilityinthatnewmarket (EurasianResearchInstitute2024),employingabrandcollaborationstrategycanenablea brandtothuscapitaliseuponanewhighgrowthmarketwithoutincurringtheentirecostof investmentandriskofexpansiontothusseekrapidbusinessgrowthandmarket competitivenessinitshomemarket(EurasianResearchInstitute2024)
2.5BrandIdentityandKapferer’sBrandIdentityPrism
Regardedasanimportanttoolofbrandmanagement(MichelandWilling2020:60-2), brandidentitycanbedefinedashowabrandseekstoidentifyitselfthroughconveyingits individualityanddistinctivenesstoitsstakeholders(Nandan2005).Referringtowhata brandstandsforandhowitisdefinedasopposedtoitsvisualperceivedbrandimage amongstitsconsumersandstakeholders(MichelandWilling2020:201-17),brandidentity canbeidentifiedasatangibleelementofabrand(Lalaounis2020:60-2)
Tounderstandhowabrand’sidentitycanbeanalysedandidentifiedKapferer’sBrand IdentityPrismcanbeapplied,abrandmanagementframeworkthatunderpinsthata brand’sidentityconsistsofsixdifferentdimensions(Viot2011)thatcanbefurtherdivided intodimensionsofexternalisationandinternalisation(Kapferer2009).Showcasingsix differentdimensionsthatcreateabrand’sidentity,Kapferer’sBrandIdentityPrismaidsthe visualisationofhowabrandseekstobeperceivedbybothitsconsumersandits stakeholders(Mahdietal.2015).
Duetotheabilityofbrandcollaborationstooftenproveunsuccessful,priorresearchhas beenundertakentoseektounderstandtheimportanceofconsideringbrandidentityasa keydeterminantinthesuccessorfailureofabrandcollaborationasabusinessgrowth strategy(Pengetal.2023).Whilstexistingresearchhascontinuedtounderpinthatparityin brandidentitybetweentheparentbrandandthechosencollaborativebrandpartnerina proposedbrandcollaborationisakeydeterminantinthesuccessorfailureofthatbrand collaboration(Viot2011),priorresearchhassimilarlysuggestedthatensuringthis perceivedcomplementaritybetweenbothbrandpartnersshouldbeconsideredasakey factorwhenseekingasufficientbrandpartnertoproposearelevant,profitableand valuablebrandcollaboration(MichelandWilling2020:201-17).Toensureadeveloped brandcollaborationsuccessfullytargetsitsintendedaudienceandthusprovesrelevant, profitableandvaluabletobothbrandpartnersinvolved,ensuringperceived complementaritybetweenbothbrandpartnersregardingbrandidentityshouldtherefore beregardedasakeydeterminantinthesuccessorfailureofabrandcollaborationand keyfactorwhenseekingtoestablishanappropriatebrandpartner(PittaandKatsanis 1995).
CHAPTERTHREE
Methodology
METHODOLOGY
TofurtherhighlighttherelevanceofdevelopingabrandcollaborationforSKIMSthat enablesthepremiumshapewearandloungewearretailertocapitaliseupontherising demandcurrentlypresentintheUKWomenswearAthleisureApparelMarketitisyetto leverage,thefollowingresearchstudywillremaininformedbyprimaryresearchdata insightsacquiredtogatheranappropriateandvaluableconsumerunderstanding tothus meettheproposedresearchquestionandcorrespondingresearchobjectives.
3.1ResearchDesignandDataCollection
Informedbytheabilityofqualitativeresearchtoenableanin-depthunderstandingand interpretationofhumanbehaviour(VoicuandVasilica2024),afocusgroupwas undertakentogatherqualitativeprimaryresearchinsightssurroundingtheexisting attitudesandopinionsoftheGenerationZfemalemarketconsumeraudience(Bax2013) regardingfashionbrandcollaborationsandtheimportanceofconsideringbrandidentity asakeydeterminantintheirsuccessorfailure,andthustheproposalofabrand collaborationbetweenSKIMSandLululemon.Theattainedprimaryresearchinsightsfrom thisfocusgrouphavebeencollatedthroughawrittentranscript(seeAppendixA).
Whilstprimarilyaidingtheattainmentofquantitativedatainsightsthatcanbeanalysed statisticallyandexpressednumerically(Bax2013),aconsumersurveywasalsoundertaken usingGoogleFormsthatemployedamixedmethodresearchapproachthrough gatheringacombinationofbothqualitativeandquantitativedatainsights(Voicuand Vasilica2024)toseekaheightenedunderstandingoftheexistingattitudesandopinionsof consumerssurroundingtheriseindemandintheUKAthleisureApparelMarketandthe proposalofabrandcollaborationbetweenSKIMSandLululemon.Theattainedprimary researchinsightsfromthisconsumersurveyhavebeencollatedthroughGoogleFormsto furthernumericallyvisualisethedatacollected(seeAppendixB).
3.2ParticipantSamplingandDataAnalysis
Participantsfortheundertakenfocusgroupwereselectedusingthetechniqueof controlledquotasampling,wherebythesampleofparticipantswereselectedonthebasis ofspecificandlimitedcharacteristics(Bhardwaj2019)toefficientlygatherarepresentative sampleandthusrepresentativedatainsightsfromthatdesiredconsumergroup(Bax 2013).Inordertoattainrelevantprimaryresearchinsightssurroundingtheexisting attitudesandopinionsoftheGenerationZfemalemarketconsumeraudienceregarding fashionbrandcollaborations,theimportanceofconsideringbrandidentityasakey determinantintheirsuccessorfailureandthustheproposalofabrandcollaboration betweenSKIMSandLululemon,participantswererecruitedonthesolecriteriathattheyare aGenerationZfemaleconsumer.Alternatively,participantsfortheundertakenconsumer surveywereselectedusingthetechniqueofconveniencesampling,wherebythesample ofparticipantswererecruitedonthebasisoftheirconvenientaccessibility(Bhardwaj2019) inordertoefficientlyrecruitalargenumberofparticipantsquicklyforthismethodofdigital research(Bax2013) Consumersurveyparticipantswererecruiteddigitallyviadirectemail communicationsandLinkedIn
Thedatacollectedfromtheundertakenfocusgroupandconsumersurveyhavebeen analysedusingthemethodofdeductivedataanalysis(Bingham2021),usingan applicationofpriorexistingtheoryandliteraturetointerpretatethedatainsightscollated (FifeandGossner2024)regardinganappliedunderstandingofthekeyprimaryinfluences drivingconsumerdemandintheUKAthleisureApparelMarket(seeSection2.1)and applyingpriorknowledgesurroundingbrandidentity(seeSection2.5)andtheopportunity toleveragebrandcollaborationsforbusinessgrowth(seeSection2.3).
Fig 5:Binks 2025 ParticipantSamplingandDataAnalysis[table]
3.3EthicalConsiderations
Toensuretheundertakenprimaryresearchremainsethicalinitspracticeandcompliant withcurrentresearchanddatalegislation,ethicalapprovalsandconsiderationshave beenaddressed(seeAppendixG,HandI) Whilstthegeneralpurposeofthisresearch studywillremaintransparentsurroundingtheinformationcollated,thepurposeforwhichit iscollatedandwithwhomitissharedwith(InformationCommissioner’sOffice2023),the researchdesignsandthedatacollectionprocessesimplementedwillremainappropriate totheconsumeraudienceanalysedtoensureparticipantsareabletoprovideinformation thataccuratelyandfreelyreflectstheirownviewsandopinions(ESOMARWorldResearch andInternationalChamberofCommerce2016).Whilstparticipationinthisstudywill remainvoluntarilyonthebasisofcontributingtothegeneralpurposeofthisresearch, recruitedparticipantswillthuseachgiveinformedconsentfreelyastheyremain anonymousandunidentifiablethroughoutwhilstremaininginformedoftheirrightsto withdrawfromthisstudyatanytime(MarketResearchSociety2023).Thecollationofdata insightswillremainstoredandaccessibletoonlythoseauthorisedandfornolongerthan necessarytoremaincompliantwiththeDataProtectionAct1998,whilstthedatawillbe processedinamannerthatensurestheappropriatesecurityofparticipants’personal data(InformationCommissioner’sOffice2023)
BRANDANALYSIS
4.1.1BrandOverviewandCurrentMarket
HeadquarteredinLosAngelesandfoundedbycelebrityKimKardashianin2018(Business ofFashion2025)amidherfrustrationwiththelackofoptionsavailableintheshapewear market(Moore2025),Skimswaslaunchedasasolutionfocusedapproachtoshape enhancingundergarmentsforeverybody(BusinessofFashion2025) Identifyingitselfasa “solutions-orientatedbrandcreatingthenextgenerationofunderwear,loungewearand shapewear”(Skims2025)andbuiltuponadesiretocreate“everydayessentialsfor everybody”(Bradley2025)Skimshascontinuedtoestablishareputationofinclusivityto valuablyearntheloyaltyofitsgrowingconsumerbase,offeringitsstylesinsizingfromXXS to4XLinninedifferentskintones(Moore2025).Inrecentyearsthepremiumretailerhas showcasedsignificantprofitablegrowthachievinga45%increaseinrevenuestoUS$713m in2023(Shollenbarger2024)andvaluedatUS$4bnin2024(Elson2023),thissignificant growthinprofitabilityparticularlydrivenbytheGenerationZandMillennialfemale consumerwhichcontributedto70%oftheretailer’scustomerbasein2024(Bradley2025). OpeningitsfirstphysicalstoreinWashingtonDCinJune2024settobefollowedbyfour furtherphysicallocationsacrossFlorida,TexasandGeorgiaasSkimscontinuestoestablish marketdominance(Bradley2025),SkimscontinuestoremainaccessibletoUKconsumers throughpremiumfashionretailersanddepartmentstoresincludingHarrods,Selfridges andEND ClothingandSkims’soontobefirstphysicalUKstorerumouredtoopeninLondon in2025(Hu2024)
SkimscontinuestooperateintheGlobalShapewearMarket,ahighlyprofitablemarket currentlyexperiencingsignificantmarketgrowthreachingamarketvalueof approximatelyUS$2.73bnin2024andprojectedtogrowataCAGRof8.0%between2025 to2030(GrandViewResearch2025c)toanestimatedvalueofUS$3.8bn(Straights Research2024).Whilstconsumerdemandsforinclusivityandbodypositivityhave continuedtoshifttheconsumerandproductnarrativeoftheshapewearmarket(WGSN 2025)encouragingariseingenderneutralandsizeinclusivestylesthatcatertoabroader audience(IMARCGroup2025),therecentsignificantgrowthinmarketdemandisbelieved tohavebeenmajorlydrivenbychangingconsumervaluessurroundingbodyimageamid theincreasinginfluenceofsocialmediatrends(GrandViewResearch2025c) Showcasing evidentgrowthopportunitiesforeverydayshapewear,made-to-beseenshapewearand men’sshapewear(WGSN2025)throughleveragingemergingfashiontechnologiesand sustainableprocessestocatertotherisingenvironmentalconsciousnessofmarket consumers(IMARCGroup2025),manymarketplayersarecontinuingtocapitaliseonthe opportunitytoseekcollaborationswithathletic,fashionandathleisurebrandstoblendthe functionalitiesofshapewearwithstyletoexpandtheirmarketappeal(IMARCGroup2025) amidchangingconsumerpreferencesandlifestylespostpandemic.
4.1.2BrandStrengthsandWeaknesses
AsSkimscontinuestoestablishatopmarketpositionintheGlobalShapewearMarket enhancedbyitsrecentsignificantprofitablegrowth(Elson2023)anditsestablishedbrand reputationofinclusivity(Moore2025),tofurtheranalyseSkims’brandvalueinthemarket keystrengthsandweaknessesofthepremiumshapewearandloungewearretailerhave beenidentifiedandcompared.
SkimseffectivelyleveragesitsestablishedreputationofinclusivityintheGlobalShapewear Market,offeringanexpansivesizingrangeofXXSto4XLwhichcontinuestoenablethe premiumshapewearandloungewearretailertoresonatewithavastcustomeraudience whilstcateringtothechangingnarrativeofitsmarketamidarisingfocusonbody positivity(Zhang2024).Similarly,Skimscontinuestofavourablyshowcasehighcustomer retentionamongstitsconsumersenablingtheretailertomaintainmarketdominanceina highlycompetitivemarketwithover14%ofitsacquiredcustomersreturningwithin15 monthsoftheirfirstpurchase(Bradley2025) WhilstSkimshascontinuedtoshowcase expansioninitscategoryofferingsdiversifyingintocategoriesofloungewear,swimwear andmenswear(Li2025)tocatertodiversespendingcapacitiesandconsumerneedsto reinforceitshighmarketposition(Zhang2024),Skimscontinuestoberecognisedinthe marketforitsimplementationofsuccessfulbrandcollaborationswithiconicbrandsand well-knownpersonalities,whichhaveenabledtheretailertogeneratebrandhypeand expanduponitsculturalfootprint(Bradley2025)whilstleveragingtheideaoflimited supplytoenhanceitspremiumappealandcontributetoitscompetitivesell-outrateof 32%(Mondalek2022).
However,despiteSkimsshowcasinghighbrandstrengthintheGlobalShapewearMarket, keyweaknessesofthepremiumshapewearandloungewearretailerhavesimilarlybeen identified.WhilstSkimsisstillyettoestablishacompetitivephysicalretailpresencein comparisontomanyofitsmarketcompetitorsasthemajorityofitsbusinesscontinuesto remainpredominantlyonlineandwithitsfirstphysicalUKstorestillyettoopen(Hu2024), Skims’singularassociationwithitscelebrityfounderKimKardashianmaybearguedasa potentialweaknessoftheretailer,thispotentialoverrelianceonasingularhighlyinfluential figurepotentiallyimposingthethreatoftarnishingconsumerperceptionsandSkims’ brandreputationifKimweretobecomeentangledinpublicscandalsasshecontinuesto heavilyendorsethebrand(Zhang2024).Despitegrowingconsumerconcernssurrounding sustainabilityacrossthewiderfashionindustry(Harman2023),anotherweaknessofthe premiumshapewearandloungewearretailercanbehighlightedasitslackofevident environmentalandethicalresponsibilitiesasafashionretailer,asSkimscontinuesto insufficientlyshowcasesufficientinformationsurroundingitsenvironmentalimpactand implementedinitiativestoitsconsumersthusscoringalowandunfavourableGoodOn Yousustainabilityratingof“WeAvoid”(Miles2024).
4.1.3BrandValueandReputation
ToanalysethecurrentestablishedbrandvalueandreputationofSkimsintheGlobal ShapewearMarket,Aaker’sBrandEquityModelhasbeenappliedtoevaluatethepremium shapewearandloungewearretailer’sperceivedbrandequity
Brandequityisoftendescribedasamultifacetedconcept,describingthevalueaddedtoa productorservicethroughitsassociationstoabrand(AakerandBiel1993).Establishing brandequityprovidesabrandwithmanycompetitiveadvantages,enablingabrandto increasethestrengthofsentimentandperceivedqualityamongstitsconsumerstothus increasetheoveralleffectivenessofitsmarketingcommunications(Lalaounis2020).
Aaker’sBrandEquityModelcanbeutilisedtoseekaninsightintotheevidentrelationship betweeneachcomponentofabrand’sequity,underpinningthatbrandequityismadeup ofvariousassetsandliabilitiesandthatthesecomponentscanbeseparatedintobrand loyalty,brandawareness,perceivedquality,brandassociations,andotherproprietary assets(EuropeanInstituteforBrandManagement2009)
BRANDLOYALTY
BRAND AWARENESS
Skimsshowcaseshighcustomerloyaltyamongstits acquiredconsumeraudience,withover14%ofitscustomers returningwithin15monthsoftheirfirstpurchase(Bradley 2025) Thishighcustomerretentioncontinuestoremain endorsedamongstitsUSconsumersthroughitstiered loyaltyprogramSKIMSRewards,whichprovidescustomers withexclusivebenefitsandrewardsviatheSkimsApp(Skims 2025b)whilstenablingSkimstocultivatebrandloyalty.
Positionedasthemostinfluentialpremiumfashionbrand worldwidein2023withamediaimpactvalueofUS$638m (StatistaResearchDepartment2024a)andanestablished brandawarenessof1521%amongstUSconsumersoflingerie in2023(StatistaResearchDepartment2024b),Skims continuestoestablishwidespreadglobalacceptanceand resonanceamongstawideconsumeraudience.Enhanced byitscollaborationswithglobalpersonalitiesandbrands thatleveragetheexistingstrengthsoftheseglobal collaborativepartnerstotapintonewaudiencesandexpand marketreach(IstitutoMarangoni2024),Skimssimilarly continuestoleveragetheglobalinfluenceofitscelebrity foundertocultivatehighbrandawarenessintheGlobal ShapewearMarket(Zhang2024)
PERCEIVED QUALITY
BRAND ASSOCIATIONS
Skimsisrecognisedamongstconsumersforitsabilityto mergeinclusivitywithinnovationasitcontinuestoblend comfortwithfunctionality(Bradley2025),prioritisingthe changingneedsofitsconsumerthroughofferingan extensivesizingrange,gender-neutralcollectionsandbroad productscategoriesthatcatertodiverseconsumer spendingcapacitiesandneeds(Toresson2024)
Skimscontinuestoestablishareputationofinclusivityinthe GlobalShapewearMarkettoencouragepositivebrand associationsamongstitsconsumers(Moore2025), resonatingwithitsgrowingconsumerbaseandcateringto thechangingnarrativeofitsmarketamidarisingfocuson bodypositivitythroughitsextensiverangeofsizingand stylesforall(Zhang2024).Leveragingitscreationof successfulbrandcollaborationsandlimited-edition collectionstogeneratebrandhypeandpositivebrand associationsinnewmarkets(Bradley2025),itshighly recognisablevisualbrandingconsistingofitsboldlogo, neutralcolourpaletteandmissiontocreate“everyday essentialsforeverybody”continuetoendorsethesepositive brandassociations(Skims2025)
OTHER PROPRIETARY ASSETS
WhilstarguedasapotentialweaknessofSkimsdueto remainingasasingularrelianceonahighlyinfluentialfigure thatmayimposethethreatoftarnishingconsumer perceptionsandbrandreputationamidpublicscandals, Skims’brandassociationwithitsgloballyrecognised celebrityfounderKimKardashiancontinuestoremainasa keyassetofthepremiumshapewearandloungewear retailer’sbrandequityasKimcontinuestoheavilyendorse andrepresentthebrand(Zhang2024).
4.1.4BrandPositioning
TostrategicallyvisualisethecurrentmarketpositionoccupiedbySkimsintheGlobal ShapewearMarketrelativetoitstopmarketcompetitorsandimportantmarketattributes (Lalaounis2020),brandpositioningmapshavebeencreatedtodeterminethecurrent marketpositionoccupiedbySkims(seeFigure7and8)(seeAppendixC)
CategoryDiversification
Fig 7:Binks 2025 GlobalShapewearMarketBrandPositioning(1)[diagram]
Fig 8:Binks 2025 GlobalShapewearMarketBrandPositioning(2)[diagram]
4.1.5DigitalCompetitorAnalysis
ToevaluatethecurrentdigitalpresenceofSkimsanditstopmarketcompetitorsinthe GlobalShapewearMarket,adigitalanalysishasbeenundertakenregardingeachbrand’s e-commercestore(seeFigure9)andprofilesontopsocialmediaplatformsInstagram andTikTok(seeFigure10and11)
E-CommerceCompetitorAnalysis
Fig.9:Binks.2025.E-CommerceCompetitorAnalysis[table]
InstagramCompetitorAnalysis
Fig.10:Binks.2025.InstagramCompetitorAnalysis[table]
TikTokCompetitorAnalysis
Fig.11:Binks.2025.TikTokCompetitorAnalysis[table]
4.1.6PreviousBrandCollaborations
Fromidentifyingthekeystrengthsandweaknessespossessedbythepremiumshapewear andloungewearretailer(seeSection412),Skims’successfulimplementationofbrand collaborationswithiconicbrandsandlimited-editioncollectionswithwell-known personalitiescanbehighlightedthathavestrengthenedthepremiumshapewearand loungewearretailer’sabilitytoadapttodifferentculturesandmarketswhilstreinforcingits brandidentityofinnovation,inclusivityandquality(Bradley2025).EnablingSkimsto reinforceitskeycommitmenttocomfort,inclusivityandbodypositivity(Li2025)whilst allowingtheretailertotapintonewaudiences,alignwithculturalmomentsandleverage theexistingstrengthsofestablishedbrandpartners,Skims’collaborationstrategy continuestohighlighttheretailer’sabilitytocreateinnovativebrandcollaborationsthat expandSkims’culturalrelevanceandmarketreach(IstitutoMarangoni2024),enablingthe premiumshapewearandloungewearretailertoalignwithglobalbrandsandpersonalities tocreatelimited-editioncollectionsthatencouragebrandexclusivityandhype(Bradley 2025)
TARGETAUDIENCE
4.2CurrentTargetAudience
Havingquicklyestablisheditselfasoneofthemostpopularapparelbrandsamongstthe GenerationZandMillennialconsumeraudienceasitsfocusoninclusivesizingandbody positivitycontinuestoharnesstheattentionoftheyoungerconsumeraudience(Shriber 2023),Skimstargetsboththemaleandfemaleconsumerofawiderangeofbodytypes, sizesandskintonesasintendedtobeservedbyitsinclusiveportfolioofstylesthat endeavourtofusestylewithcomfort(Yuan2024)
Targetingapredominantlyfemaleconsumeraudience(Li2024)accountingfor approximately75%oftheretailer’se-commercestoretraffic(Similarweb2025),Skims continuestoestablishahigherbrandawarenessamongsttheGenerationZandMillennial consumeraudienceas47%ofGenerationZconsumersand45%ofMillennialconsumers statethattheyfavourthebrandwhilstjust37%ofGenerationZconsumersandjust20%of Millennialconsumersareyettobereachedbytheretailer’smarketingefforts(Shriber 2023).Harnessingthepowerofsocialmediatoestablishmeaningfulconnectionswithits consumeraudience(Yuan2024),Skimsacquiresaconsumerbasewhoappreciatethe retailer’scelebrityfounderandinclusivemission,willingtoinvestinitscomparativelypricy styleswithmanyseekingtoengageinactivitiessuchasyoga,social-mediarelatedevents andotherfashion-focusedoccasions(Li2024)
MARKETANALYSIS
4.3.1MarketOverview-TheUKWomenswearAthleisureApparelMarket
Showcasingsignificantgrowthindemandsince2020(Finamore2023)drivenbychanges inconsumerbehaviourpostpandemic(seeSection2.1),theUKAthleisureApparelMarket continuestoshowcasealucrativemarketsegment(GrandViewResearch2025a) particularlydrivenbytheGenerationZandMillennialfemaleconsumeraudiences (Gwyther2025)asconsumerscontinuetodemandstylesthatblurthelinesbetween athleticandeverydaycasualwear(Niedzwiedz2024) Generatingrevenuesof US$21,8438min2024andprojectedtoshowcaseconsistenthighgrowthto2030to US$36,1354m(GrandViewResearch2025b),thisevidentlyhighprofitablemarketgrowthis predictedtosurpassthegrowthindemandofallotherUKcategoriesofcasualapparelin theupcomingyears(Pereraetal.2023).Whilstthecategoryofmassathleisureevidenced thelargestrevenuesacross2022,premiumathleisureissettoremainasthemostlucrative marketsegmentsettoshowcasethefastestcategorygrowthto2030(GrandView Research2025a).AsmanybrandsintheUKApparelMarketcontinuetocapitaliseupon thishighdemanddiversifyingintothislucrativecategorytoleverageitsprofitable projectedgrowth,anevidentlyvaluableopportunityfornewandexistingmarketplayersin theUKWomenswearMarkettoleveragethisgrowingdemandcanbehighlightedas evidencedbyestablishedmarketplayersLululemon,TalaandAdanola(Weston2025)
Fromundertakingaconsumersurveytoseekaheightenedunderstandingoftheexisting attitudesandopinionsofconsumerssurroundingtheriseindemandintheUKAthleisure ApparelMarket,80%ofrespondentswereidentifiedtosimilarlybelievethatthishigh marketgrowthwillprofitablycontinuepost2025asconsumerlifestylesandpreferences continuetoadaptandchangepostpandemic(seeAppendixB).Whilst56%of respondentsregardedsocialmediainducedtrendssurroundingfitness,healthand wellnessasthetopprimaryinfluencedrivingthisevidentriseindemandassimilarly highlightedinSectionX,60%ofrespondentswhohavepurchasedathleisureapparel previouslyidentifiedcomfortandversatilityandstyleandappearanceasthetopprimary influencesleadingthemtopurchase(seeAppendixB).
TounderpinthekeymarketopportunitiescurrentlypresentintheUKAthleisureApparel Market,keymarkettrendshavebeenhighlighted 4.3.2KeyMarketOpportunities
SUSTAINABILITY
Acoremarkettrendincreasinglypresentacrossthe widerfashionindustry,anincreasingconsumerdemand forsustainabilitycansimilarlybehighlightedintheUK AthleisureApparelMarketamidrisingconsumer awarenesssurroundingtheenvironmentalimpactsof fashionconsumption(Harman2023).Marketplayers havetheopportunitytoimplementsustainablesolutions thatintegratethesevalues,employingeco-friendly productionprocesses(Consumer&RetailMarket ResearchFuture2025)andcircularinitiativestothus seekhigherdemandandcustomerloyaltyasdemand foreco-consciousathleisurecontinuestogrow(IMARC Group2024).
AmidrisingconsumerhypeforPilates,yogaandrunning generatedbysocialmediainducedtrends,new opportunitiesareemergingformarketplayersto capitaliseupontheseincreasingconsumerinterestsin theirmarketingefforts(Saggese2024b) Assuccessful utilisedbykeymarketplayersLululemonandAloYoga whohaveinventivelyleveragedthisdemandthrough creatingconsumerwellnesscommunities,market playershavetheopportunitytosimilarlycapitaliseupon thisgrowingconsumerhypethroughpartneringwith Pilatesandyogaservicestocreateexclusive,one-off experientialeventstodriveconsumerfootfall(Napoli 2024)andunexpectedcollaborationstoencourage brandequity(Bringe2021).
RUNNING,YOGA ANDPILATESHYPE
NEUTRALTONES
LUXURYBRAND COLLABORATIONS ANDCOLLECTIONS
Gainingmomentumacrossthemarketamidincreasing consumerpreferencesfortrans-seasonaltonesand minimaliststylesreflectingtheongoingUKcost-of-living crisis,neutralcolourpalettesareprojectedtoremainas apopularmarkettrendformarketplayerstoleverageas tonesofbeige,lighttans,camelandcreamaccounted forapproximately88%ofdemandinthemarketin2024 (GiustinoandBegum2024)
Asluxuryfashionconsumerscontinuetoprioritise wellnessspendingasanecessityevenduring challengingfinancialtimes(Saggese2024a),market playershavetheopportunitytocatertothisgrowing demandasluxuryathleisurecontinuestogain momentum(Saggese2024b).Encouragingopportunities tocollaboratewithpremiumfashionbrandstoleverage therisingdemandofthe#athluxePilatesandyoga consumer(Ventura2025),premiumfashionbrandshave theopportunitytocollaboratewithathleisurebrandsto producelimitededitioncollectionsthatmergefashion withfunctionalitytothusbecomemoreaccessibleand appealingtotheeverydayconsumer(Mintel2025a)
4.3.3CompetitiveLandscape
Despiteshowcasinganincreasinglylucrativemarketsegmentofhighprofitablemarket growth(Pereraetal 2023)andthusahighlyattractivemarkettobeleveragedbymarket playersintheUKWomenswearMarkettocapitaliseuponthisgrowingdemandmajorly drivenbytheGenerationZandMillennialfemaleconsumeraudiences(Gwyther2025),an intenselycompetitivemarketlandscapecanbehighlightedasmanynewandexisting brandsincreasinglyseektoenterthismarketsegmenttoleverageitsprofitablegrowth. Incurringnewmarketplayerswithchallengessurroundingpricesensitivityandproduct qualitywhenseekingtoestablishacompetitiveedgeinamarketbecomingincreasingly saturated(Consumer&RetailMarketResearchFuture2025), thesechallengessimilarlyhighlightopportunitiesforinnovationanddifferentiation, highlightinganopportunityfornewmarketentrantstointegratenewtechnologies, personalisationservicesandsustainabilityfocusesMcKinsey&Company2021)whilst leveragingemergingmarkettrends(seeSection4.3.2)tothusresonatewithconsumer marketpreferencestoremaincompetitive
InordertostrategicallyanalysethecurrentcompetitivelandscapepresentintheUK AthleisureApparelMarket,thePorter’sFiveForcesframeworkhasbeenappliedto determinetheintensityofcompetitionandthuspotentialprofitabilityofthemarket (Gratton2025).
COMPETITIVE RIVALRY
THREATOFNEW ENTRANTS
Amarketwherebycompetitiverivalryisincreasingasthe marketcontinuestobecomeincreasinglysaturatedby numerousmarketcompetitorseachsimilarlyseekingto capitaliseuponitsrisingdemandandofferinghighly similarproductofferings(Gratton2025).Marketentrants mustthusremaininnovativeintheirdesigns,services andmarketingeffortstodifferentiatethemselvesfrom thisincreasingcompetitiontosuccessfullyacquire consumerattention(Porter2008:24-39).
Alucrativemarketwithathusincreasinglyhighthreatof newentrants(GrandViewResearch2025a)duetoits attractivehighgrowthpotentialandlowentry regulations(Gratton2025),potentiallyimpactingthe market’slong-termprofitabilityasthehighthreatofnew entrantsimposespressuresoncompetitorpricingand thenecessaryinvestmentrequiredbynewentrantsto successfullycompetewiththeestablisheddominanceof existingmarketplayers(Porter2008:24-39).
BARGAININGPOWER OFSUPPLIERS
Amarketwherebysuppliersimposevaryingbargaining poweramidanincreaseinmarketplayersswitching fromoverseassupplierstosustainableUKsuppliers. Whilstmanyexistingmarketplayerscontinuetoproduce theirgoodsoverseastoseeklowerproductioncostsand multiplesupplieroptionsforsourcingmaterials(Gratton 2025),asmarketconsumerscontinuetodemand sustainabilityandcircularitywhenjustifyingathleisure purchasing(Harman2023)marketentrantsseeking ethicalsupplierstocatertothesechangingconsumer demandsmayfindtheyrelyonfewerUKsupplierswho offerthesesustainableprocesses,thusgivingthese suppliershigherleverageofnegotiationsandpoweras theycontinuetoattractdemand(Porter2008:24-39).
BARGAININGPOWER OFBUYERS
THREATOF SUBSTITUTES
Amarketwhereconsumerscontinuetoimposehigh bargainingpowerintensifiedbytheincreasingnumber ofmarketbuyersamidrisingconsumerdemandsfor athleisureapparel(Finamore2023),asconsumers remainhighlyinformedcarryingoutextensivemarket researchbeforecommittingtoapurchase(Gratton 2025)andoftenswitchingbetweencompetitorsas influencedbysocialmediaastheyincurlowswitching costs(Porter2008:24-39).
Amarketwithanincreasinghighthreatofsubstitutesas manynewandexistingbrandscontinuetocapitalise uponthishighgrowthmarketdemand,diversifyinginto thislucrativecategorytoleverageitsprofitable projectedgrowth(Pereraetal 2023) Asthemarket continuestobecomeincreasinglysaturatedbymarket playersofferinghighlysimilarproductofferingsthatincur consumerswithlowswitchingcostswhenswitching betweencompetitors(Porter2008:24-39),market playersmustremaininnovativetoremainvisually differentiatedtoconsumers(Gratton2025)
Tostrategicallyvisualisethecurrentmarketpositionoccupiedbykeymarketplayersinthe UKWomenswearAthleisureApparelMarketrelativetoimportantmarketattributes (Lalaounis2020),brandpositioningmapshavebeencreated(seeFigure12and13)(see AppendixD)
Fig 12:Binks 2025 AthleisureMarket BrandPositioning(1)[diagram]
Fig 13:Binks 2025 AthleisureMarket BrandPositioning(2) [diagram]
BRANDEXTENSIONSTRATEGY
4.4.1BrandExtensionRationale
AstheUKAthleisureApparelMarketcontinuestoshowcasealucrativemarketsegment (GrandViewResearch2025a)ofgrowingdemandparticularlydrivenbytheGenerationZ andMillennialfemaleconsumeraudiences(Gwyther2025)that80%ofconsumer respondentsbelievewillprofitablycontinuepost2025asconsumerlifestylesand preferencescontinuetoadaptandchangepostpandemic(seeAppendixB),theproposal ofSkimsXLululemonwillseektoenableSkimstocapitaliseuponthisrisingmarket demanditisyettoleveragethroughcollaboratingwithahighlyestablishedathleisure marketplayerthatcontinuestodominatethemarket(Kent2020)
Utilisinganestablishedbrandpartnerthatshowcasescomplimentaryinitsembodied brandidentitytothatofSkims’(seeAppendixE)asunderpinnedbytheimportanceof consideringbrandidentityasakeydeterminantinthesuccessofabrandcollaborationas abusinessgrowthstrategy(Pengetal.2023)(seeSection2.5),theproposalofSkimsX LululemonwillenableSkimstoleveragetheestablishedbrandequityofLululemoninthe UKAthleisureApparelMarketaswellaskeymarketopportunitiesemerginginit.Enabling Skimstoleveragetheidentifiedmarketopportunityformarketplayerstocapitaliseupon therisingdemandofthe#athluxePilatesandyogaconsumerthroughluxuryathleisure apparelcollaborations(Ventura2025)amidrisingconsumerhypeforPilates,yogaand runninggeneratedbysocialmediainducedtrends(seeSection4.3.2)andtheemerging opportunityintheGlobalShapewearMarketformarketplayerstocollaboratewithathletic, fashionandathleisurebrandstoblendthefunctionalitiesofshapewearwithstyleto expandtheirmarketappealasconsumerlifestylescontinuetochange(IMARCGroup 2025),theproposalofSkimsXLululemonwillsimilarlyenableSkimstofurthercapitalise uponitspreviousevidentsuccessinimplementingbrandcollaborationstogeneratebrand hypeinnewmarkets(Bradley2025)throughenablingtheretailertofurtherutilisethis growthstrategyofdiversificationtoeffectivelyfacilitateitsexpansionintotheUKAthleisure ApparelMarket(EurasianResearchInstitute2024)atalowerriskofpotentialfailureand lowerinvestmentcosts(Baisya2013:129-62).
Fromattaininginsightsfromtheundertakenfocusgroupandconsumersurveyoutlinedin sectionxtogatherexistingattitudesandopinionsofmarketconsumersregardingfashion brandcollaborationsandtheimportanceofconsideringbrandidentityasakey determinantintheirsuccessorfailure,andthustheproposalofabrandcollaboration betweenSKIMSandLululemon,furtherreasoningfortheproposalofabrandcollaboration betweenSkimsandLululemoncanbehighlighted Whilstfocusgroupparticipants favourableregardedfashionbrandcollaborationsas“aneffectivewayforafashionbrand tocaptureconsumerattentionandenternewmarkets”,participantssimilarlyvoiced perceivingan“evidentalignmentbetweenthebrandidentitiesofbothSKIMSand Lululemon”with“eachbrandshowcase(ing)anidentityofpremiumsimplicitythat resonateswithasimilarconsumeridealself”(seeAppendixA).Whilstahighlyfavourable 80%ofsurveyrespondentswereinfavourofthecreationofabrandcollaborationbetween SkimsandLululemonprovingappropriate,valuableandprofitableforbothbrands,ahighly favourable83%ofrespondentsfurtherbelieveditwouldallowSkimstosuccessfully leveragetherisingdemandintheUKAthleisureApparelMarkerwhilstasimilarly favourable82%ofrespondentsbelievingitscreationwouldsufficientlyappealtothe targetedGenerationZ/Millennialconsumer(seeAppendixB),highlightingvaluable consumersentimentsurroundingtheproposalofSkimsXLululemoninenablingthe premiumshapewearandloungewearretailertocapitaliseuponthisrisingmarket demanditisyettoleverage
4.4.2ProductDescription
Toreiteratebothpartners’premiumbrandappeal,SkimsXLululemonwillproposeto produceafive-piecelimited-edition,exclusivecollectionofpremiumathleisurewearmixand-matchstylesinfive-alternativecolourwaysinsizesXXS-4XthatmergeLululemon’s best-sellingathleisuredesignsandathleticweartechnologieswithSkims’body-sculpting innovations,neutraltonesandexpansivesizing.
Reflectingbothretailer’spremiumpricingandfeaturingLululemon’scoresellingathleisure stylesoftheDefineJacket,DefineRelaxedFitJacket,WundermostUltra-SoftNuluHipLengthCrewneckShirt,AlignHighRisePantin25”and28”,andGrooveNuluHighRiseFlare Pant,thecreatedlimited-editioncollectionwillsimilarlyreflectSkims’established reputationofinclusivityintheGlobalShapewearMarketthatcontinuestoenableSkimsto resonatewithavastcustomeraudience(Zhang2024),offeringacollectionofstylesthat catertoafemaleaudienceofvaryingskintones,sizesandbodytypes.
4.4.3SMARTObjectives
Informedbytheacquiredsuccessofthepremiumshapewearandloungewearretailer’s mostrecentbrandcollaborationforwinter2024SkimsxTheNorthFace(Malach2024), SMARTobjectiveshavebeenidentifiedandcalculatedaccordinglyfortheproposedbrand collaborationSkimsxLululemon(seeAppendixF)
SMARTObjective1
ToIncreaseWebsiteLeadstoSkims.com,IncreasingYOYAverageWebsiteSearch Trafficby30%betweenJulytoSeptember2025toanAverageof3.03m.
SMARTObjective2
ToIncreaseWebsiteSearchTrafficValuetoSkimscom,IncreasingYOYAverage WebsiteSearchTrafficValueby30%betweenJulytoSeptember2025toanAverage of$674.3K.
MARKETINGPLAN
4.5.1BrandCollaborationMarketingStrategy
TheproposedbrandcollaborationSkimsXLululemonwillembodythepremium shapewearandloungewearretailer’sexistingomnichannelmarketingapproach(Zhang 2024),seamlesslyintegratingauseofrelevantdigitalandofflinechannelstoeffectively caterthepremiumathleisurecollaborationtothetargetedGenerationZandMillennial femalemarketconsumer(McKinsey&Company2022)
Toexplorethekeydigitalandofflinemarketingstrategiestheproposedbrand collaborationSkimsXLululemonwillemploy,eachkeyomnichannelstrategyhasbeen identified.
BRANDED PILATES/YOGA STUDIOPOP-UP
ASkimsbrandedwellnessstudiopop-upinLondonwill hostbothaconsumerandinfluencerPilatesandyoga eventincelebrationofthelaunchofSkimsXLululemon, capitalisinguponthegrowingsocialmediainduced hypeforyogaandPilatesthroughcreatinganexclusive, one-offexperientialevent(Napoli2024)inaminimalistic spacethatembodiestheretailer’sbold,sleekbranding. LIMITED-EDITION SKIMSXLULULEMON COLLECTION
SkimsxLululemonwillprimarilyseektocelebratethe launchofafive-piecelimited-edition,exclusive collectionofpremiumathleisurewearmix-and-match stylesthatmergeLululemon’sbest-sellingathleisure designsandathleticweartechnologieswithSkims’ body-sculptinginnovations,neutraltonesandexpansive sizing.Reflectingbothbrandpartners’premiumpricing whilstremaininglimitedinsupplytoenhanceits exclusiveappeal,theexclusiveSkimsXLululemon athleisurecollectionwillremainsolelystockedon Skims.comtoencourageconsumerstothepremium shapewearandloungewearretailer’secommercestore.
SOCIALMEDIA CONTENT
SocialmediacontentthatvisuallyreflectsSkims’ minimalistic,sleekandneutralbrandingwillseamlessly promotethebrandcollaborationutilisingtopsocial mediaplatformsInstagramandTikToktoresonatewith thetargetedGenerationZandMillennialfemale consumer.Whilstteasercontentwillseektogenerate consumerinterestandbuzzpriortothelaunchofthe collection,furthersocialcontentwillbepromoted throughoutthedurationofthebrandcollaborationto furtherencourageconsumerstointeract.
PRMAILERSENDOUT
OFFLINE ADVERTISING
APRgiftingmailerwillbesentouttoacombinationof bothmacroandmicroinfluencerstofurtherpromotethe launchofSkimsxLululemontogenerateconsumerbuzz whilstfurthershowcasingthecollection’sinclusive appeal
Whilstdigitaladvertisingplatformswillremainprimarily utilised,offlineadvertisingplatformswillsimilarlybe utilisedtopromoteSkimsxLululemonpositioned strategicallytomaximisetheirpotentialpromotional impact.
Inordertofurtherclassifythekeyareasoffocusembodiedbytheproposedbrand collaborationstrategy(Kenton2024),themarketingmixhasbeenapplied.
PRODUCT
PRICE
SkimsXLululemonwillproduceafive-piecelimitededition,exclusivecollectionofpremiumathleisurewear mix-and-matchstylesinfive-alternativecolourwaysin sizesXXS-4XthatmergeLululemon’sbest-selling athleisuredesignsandathleticweartechnologieswith Skims’body-sculptinginnovations,neutraltonesand expansivesizing.
Toreiteratebothpartners’premiumbrandappealand pricingstrategies,thecreatedcollaborativecollection willreflectbothretailer’spremiumpricingwithstyles pricedbetween£58-£138whilstremainingexclusive andlimitedininventory,leveragingtheideaoflimited supplypreviouslyembodiedbybothSkimsand Lululemontoenhancethepremiumappealofthe collaboration(Mondalek2022).
PROMOTION
EmbodyingSkims’existingomnichannelmarketing approach,bothofflineanddigitalplatformswillbe utilisedaccordinglytoseamlesslypromotetheproposed brandcollaborationbetweenJuly-September2025to thetargetedGenerationZandMillennialfemalemarket consumer.
TheexclusiveSkimsXLululemonathleisurecollectionwill remainsolelystockedonSkimscom,encouraging consumerstothepremiumshapewearandloungewear retailer’secommercestoretoaidadesiredincreasein organicwebsiteleadsandwebsitesearchtrafficvalue asoutlinedintheproposedSMARTobjectives(see Section443)
PLACE
Toidentifyboththekeydigitalandofflineactivitiestheproposedbrandcollaborationwill employ,aGanttcharthasbeencreatedtodepictthedurationofeachkeyactivity(see Figure14).
KEYTACTICACTIVITY
BRANDEDPILATES/YOGA STUDIOPOP-UP
NOTES
X SkimsbrandedstudiopopuplocatedinLondon.
PILATES/YOGA CONSUMEREVENT
X
PILATES/YOGA INFLUENCEREVENT
X
Ticketedpilates/yogaclass eventforconsumers
Invite-onlypilates/yoga influencerevent
LIMITEDEDITIONSKIMSX LULULEMONCOLLECTION X X
ForsaleonSkimscomuntil soldout.
PRMAILERSENDOUT X
SOCIALMEDIACONTENT X
EMAILNEWSLETTERS X
Giftingmailersentoutto bothmacroandmicro influencers
Topsocialplatforms includingInstagramand TikTok
ToSkimsandLululemon newslettersubscribers
OFFLINEADVERTISING X UtilisingstrategicOOH locations.
Fig.14:Binks.2025.SKIMSxLululemonGanttChart[chart]
Fig 15:Binks 2025 SkimscomWebsiteLandingPage[mock-up]
Skims.comSKIMSxLululemonHomePage
SkimsInstagramProfileGrid
Fig 17:Binks 2025 SkimsInstagramProfileGrid[mock-up]
G r i d P o s t ( 1 ) [ m o c ku p ]
F ig . 1 8 : B i n k s . 2 0 2 5 . S K I M S x L u l u l e m o n I n s t a g r a m
SKIMSxLululemonInstagramGridPost
F ig . 1 9 : B i n k s . 2 0 2 5 . S K I M S x L u l u l e m o n I n s t a g r a m G r i d P o s t ( 2 ) [ m o c ku p ]
SKIMSxLululemonInstagramGridPost
Fig 20:Binks 2025 SKIMSxLululemonInstagramStoryAd(1)[mock-up]
Fig 21:Binks 2025 SKIMSxLululemonInstagramStoryAd(2)[mock-up]
4.5.3KeyPerformanceIndicators
Tomeasuretheprogressionofthedevelopedbrandcollaborationstrategyinmeeting eachSMARTobjectiveoutlinedinSection443,keyperformanceindicatorsthatwillbe measuredthroughoutthedurationofSkimsXLululemonhavebeenhighlightedregarding howfrequentlyeachwillbemeasuredtoensurethisprogressionismonitored
SMARTObjective1
ToIncreaseWebsiteLeadstoSkims.com,IncreasingYOYAverageWebsiteSearch Trafficby30%betweenJulytoSeptember2025toanAverageof3.03m.
SMARTObjective2
ToIncreaseWebsiteSearchTrafficValuetoSkimscom,IncreasingYOYAverage WebsiteSearchTrafficValueby30%betweenJulytoSeptember2025toanAverage of$674.3K.
Todeterminethepotentialallocatedbudgetrequiredtosuccessfullyimplementthe tacticsproposedinthedevelopedbrandcollaborationstrategy,anestimatedbudget allocationhasbeencalculatedforeachkeytacticemployed
TACTIC
BRANDEDPILATES/YOGA SUDIOPOP-UP
EXPENSESINCURRED/JOBROLE
Pop-UpRentalSpaceinCoventGarden:
£16,800perdayfrom1July-30Sep (StoreFront2025)
£1,545,600
PRMAILERSENDOUT
100PRGiftingMailersConsistingofthe SKIMfineJacketandSKIMlignHighRise FlarePant: (100x£108)+(100x£108)(seeSectionX)
£21,600
LIMITEDEDITION COLLECTIONCREATION
SOCIALMEDIACONTENT CREATION
HeadofBuying:
£102,000annually(GlassDoor2025a)
HeadofPartnerships:
£83,000annually(GlassDoor2025b)
SocialMediaManager:
£40,000annually(GlassDoor2025c)
In-HousePhotographer:
£40,000annually(GlassDoor2025d)
Fig.22:Binks.2025.SKIMSxLululemonEstimatedBudgetAllocation[table]
£185,000
£80,000
£1,832,200
CONCLUSION
Thefollowingresearchprojecthassoughttoeffectivelyevaluateandidentifythekey primaryinfluencesdrivingthecurrentrisingdemandpresentintheUKWomenswear AthleisureApparelMarkettoeffectivelyproposeanddeveloparelevant,valuableand profitablebrandcollaborationstrategyforSkimstoenablethepremiumshapewearand loungewearretailertocapitaliseuponthisrisingdemanditisyettoleverage.Proposinga brandcollaborationbetweenSkimsandestablishedpremiumathleisureretailerLululemon toproducealimited-editioncollectionofpremiumathleisurestylesinformedbyexisting marketknowledge,appliedtheoreticalconceptsandfirst-handconsumerinsights,the abilitytoutilisebrandcollaborationstoenableabrandtoseekprofitablegrowthinanew markethasthusbeenconsideredandappropriatelyappliedwhilsttheimportanceof consideringbrandidentityasakeydeterminantinthesuccessorfailureofabrand collaborationhasfurtherbeenanalysed
Thefollowingstudyhasendeavouredtovaluablycontributetoexistingmarketknowledge surroundingtheevidentsurgeindemandforathleisureapparelpostpandemicintheUK market,identifyingkeyprimaryinfluencesthathavedriventhisdemandinreferenceto consumerbehaviourwhilstseekingfirsthandconsumerinsightstobridgekeytheoretical knowledgewithreal-worldapplications.Furthermore,thefindingsandproposedbrand collaborationstrategySkimsxLululemonwillseektoofferastrongcontributiontopremium shapewearandloungewearretailerSkims,servingasanactionablerecommendationto enabletheretailertocapitaliseuponthisprofitablehighgrowthmarketitisyettoleverage.
Whilstthefollowingresearchstudycontinuestoseektooffervaluablecontributionsto knowledgeandanactionablerecommendationforSkims,itcanbenotedthatpostthe proposalofthisresearchprojectSkimsannounceditsupcomingpartnershipNikeSKIMSset todebutforspring2025(Bloomberg2025) Whilstlittleremainsknownsurroundingthe proposedofferingsofthisupcomingpartnership,itcanthusbehighlightedthatsincethe developmentofthisresearchprojectanditsproposalforSkimstocapitaliseuponthe risingmarketdemandforathleisureapparelitwasyettoleverage,Skimshassince evidencedhavingrecognisedthisprofitablemarketopportunityitpreviouslywasyetto expandintopriortoannouncingNikeSKIMS.