SKIMS × Safilo
Brand Expansion & Licensing Strategy
Developed a licensing proposal for SKIMS in partnership with Safilo Group, focusing on expansion into the eyewear category.
Explored how product, materials, and brand identity translate into a new category, aligning design direction with market opportunity, consumer positioning, and global distribution strategy.
Key Focus
• Brand positioning and category expansion strategy
• Licensing structure and partnership alignment
• Target customer, price positioning, and competitive landscape
• Marketing, retail, and global launch strategy
• Product direction within the eyewear category
Focused on translating SKIMS’ minimal and performance-driven identity into product and visual direction, considering functional design, material application, and brand experience across physical and digital touchpoints.
Considered how brand expansion can maintain consistency while adapting to new product categories and consumer expectations