Kylie Jenner and SKIMS: Why This Campaign Is Not Just Fashion (An Illustrative Example of the Complex Era of Collaborations, Phigitality, and Brand Ecosystems)
(By Vera-Rotmistrovsky and Maurizio) MIAMI, February 12, 2026 – This seemingly straightforward collaboration is, in fact, a case study in category expansion strategy, astute use of celebrity endorsement, and – above all – a masterclass in how to seamlessly integrate the physical and digital realms in the consumer's mind.
(Value Reading, 4 minutes, shareable material)
(By Vera-Rotmistrovsky and Maurizio) MIAMI, February 12, 2026 – This seemingly straightforward collaboration is, in fact, a case study in category expansion strategy, astute use of celebrity endorsement, and – above all – a masterclass in how to seamlessly integrate the physical and digital realms in the consumer's mind.
(Value Reading, 4 minutes, shareable material)