In June 2019, Kim Kardashian debuted Kimono, the culmination of her decade-long quest to build a shapewear brand. The name instantly backfired—many accused her of cultural appropriation and her plan to trademark the name didn’t help—and a week later she announced she was changing the name. In early September, she relaunched the brand as SKIMS with ambitions to sell a variety of diversified products in a broad range of sizes. Early products sold out as Kim continued promoting the brand on her Instagram and social channels almost daily ever since. Her marketing prowess created more sellouts and then necessitated more restocks—rinse and repeat. 

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