Emma Grede Shares 5 Key Branding Lessons from Good American to Skims

Emma Grede grew up in East London in the 1980s. She was the eldest of four daughters in a single-parent household.

Early career and rise

Grede left school at 16 and started working in fashion show and events production. She later launched Independent Talent Brand, often called ITB, a talent management and entertainment agency.

Business portfolio and roles

Her career now spans several high-profile partnerships and ventures. She has worked closely with the Kardashian-Jenner family and other public figures.

• Co-founder and CEO of Good American with Khloé Kardashian.
• Founding partner and chief product officer of Skims with Kim Kardashian.
• Co-founder of Safely alongside Kris Jenner and Chrissy Teigen.
• Co-founder of Kylie Jenner’s brand Khy.
• Chairwoman of the Fifteen Percent Pledge and board member of the Obama Foundation.

New book and purpose

Her debut book, Start With Yourself, was released in the UK on April 14. Grede wrote the book to lift more women into positions of power.

She has spoken about the lack of business books authored by women. As a mother of four who dropped out of school, she aimed to offer practical guidance.

Branding philosophy

Grede distilled her approach into five essential lessons ahead of the book launch. She discussed these points over Zoom with media.

Emma Grede offers 5 key branding lessons informed by her work on Good American and Skims. Her advice centers on staying relevant and solving customer problems.

Extend your relevancy curve

Grede describes a “relevancy curve” for brands. The curve marks how far a brand can evolve while keeping credibility.

She argues brands must adapt to culture without abandoning core principles. Change every operational element, she says, except the brand’s guiding values.

She points to Skims as an example. Skims began as underwear and shapewear and later expanded into unexpected categories.

The brand even released a ski puffer and pants collaboration with The North Face. At first glance the products differ from shapewear.

Yet Grede believes the moves stayed true to Skims’ mission. The company remains solutions-based, focused on solving customer clothing problems.

Outlook

Grede emphasizes urgency for more women in leadership and wealth creation. Her work blends commerce, culture, and social purpose.

Filmogaz.com will follow further insights as she outlines the remaining branding lessons. Readers can expect practical frameworks for brand building.