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I love Skims, but I was shocked that they're now doing skiwear. Going outside their core product offering (underwear, shapewear), I feel like they're moving towards brand dilution. Ski wear, to me, is quite a jump outside the lines. But maybe it's just me that feels that?
I see what you’re saying. It might be brand dilution or its brand expansion—a delicate balance. Since it’s collaboration I think it’s more of the latter. Had they come out with ski on their own, without the category credibility of The NorthFace that would be totally different. Why I think it’s interesting is that ski is anything but shapely and that’s a major gripe for a lot of people I know so if they can give the category something it doesn’t have a lot of and the product is good quality it might work. They have to go slow and do it well, or you are completely right.
I love Skims, but I was shocked that they're now doing skiwear. Going outside their core product offering (underwear, shapewear), I feel like they're moving towards brand dilution. Ski wear, to me, is quite a jump outside the lines. But maybe it's just me that feels that?
I see what you’re saying. It might be brand dilution or its brand expansion—a delicate balance. Since it’s collaboration I think it’s more of the latter. Had they come out with ski on their own, without the category credibility of The NorthFace that would be totally different. Why I think it’s interesting is that ski is anything but shapely and that’s a major gripe for a lot of people I know so if they can give the category something it doesn’t have a lot of and the product is good quality it might work. They have to go slow and do it well, or you are completely right.