The target customer is primarily women but expanding to all genders with unisex and men’s collections, ages 18-40. They live in primarily urban and suburban areas in the United States, with a growing international presence. Also, they are mostly single or partnered young adults; some may have young families or pets, but the core audience is independent, image-conscious, and digitally savvy. The brand appeals to those balancing comfort, lifestyle, and style.

The Skims customer is body positive, social media and fashion conscious, trend-aware, diversity-oriented, and inclusive-minded; they follow pop culture and value quality. 

Skims primarily satisfies a want rather than a functional need. It specifically addresses the desire to feel confident, comfortable, and visible in one's own body. The brand appeals to strong emotional drivers like self-expression, empowerment, and inclusivity; selling apparel that makes consumers feel stylish and cherished, rather than just covered. This emotional connection, along with high-quality design and smart branding, elevates Skims to the level of accessible luxury rather than standard mass-market.

Sienna lives in a beautifully decorated apartment with beige walls, soft lighting, and mirrors in every room. She spends her mornings sipping oat milk lattes and going through Instagram, saving photographs of women who seem strikingly similar to herself. She understands which nude tone looks best on her complexion, and she enjoys the quiet thrill of being noticed without  appearing to try. Sienna doesn't simply wear Skims; she transforms into Skims: neutral, seamless, soft, and always a little watchful.

Skims is undoubtedly engaging in customer segmentation in a variety of ways. Skims uses demographic segmentation to target a wide variety of ages, particularly 18-40, but I notice segmentation personally because I buy Skims frequently, and I have also influenced my entire family of all ages to buy Skims. In addition, gender, the brand is largely aimed at women, but there is a rising male audience. My father is a Skims customer, and as I previously indicated, I influenced the majority of others around me to look into the business, and he enjoys Skims. There is also geographic segmentation, since Skims markets strongly in urban areas such as New York and Los Angeles, but there is also a strong internet presence, which means that many various geographic regions may purchase from Skims. In terms of psychographic segmentation, the brand typically caters to consumers who value inclusion, body positivity, and self-confidence via fashion; nevertheless, there may be consumers who only shop Skims because they admire and are influenced by Kim Kardashian.