Known for its inclusive sizes, daring cuts, diverse models and livestreamed fashion shows, Rihanna’s popular lingerie brand Savage X Fenty is gearing up to make its bricks-and-mortar debut. The first of five stores is set to open in Las Vegas this weekend, followed by one in Los Angeles later this month. Another three locations will open in Houston, Philadelphia and Washington DC in February. The move into physical retail is a new one for Savage X Fenty, which the world-famous sing
s singer launched online in 2018. The brand is co-owned by LVMH and reportedly worth around US$270 million.
Focus on inclusion
Offering bras, underwear, lingerie, sleepwear and loungewear for women, and a smaller range of boxers, briefs, sleepwear and loungewear for men, Savage X Fenty has always stocked a wide range of sizes, from XS to XXXL. Its bras go up to a size 46H.
“With accessible price points and an extensive assortment of fashion-forward styles, the brand celebrates fearlessness, confidence and inclusivity. From everyday staples to provocative pieces, Savage X Fenty has something for every mood, every vibe and every body,” the brand’s website states.
This approach is one of the key reasons Savage X Fenty has been so successful in such a short time, according to Robert Reid, a senior strategist at Retail Oasis.
“While Rihanna’s popularity and platform as a musician and beauty/skin entrepreneur has definitely helped accelerate communication of the brand story (garnering support of 4.6 million followers on Instagram since its inception three years ago), the core brand mission around body positivity and inclusiveness is central to its impressive growth,” he told Inside Retail.
It also reflects changing consumer values. According to a recent survey by US-based market research firm Quantilope, 76 per cent of Gen Zers feel diversity and inclusion is an important topic for brands to address, compared to 72 per cent of millennials, 63 per cent of Gen Xers and 46 per cent of baby boomers.
“Inclusiveness is a major growth trend we’ve been seeing play out over the years, particularly in categories where leaders have focused on narrowly defined beauty (Victoria’s Secret) that differs from the majority of the consumers in the market,” said Reid.
In fact, Victoria’s Secret is now playing catch-up. Last year, it kicked off a major brand transformation that saw it ditch its supermodel Angels in favour of activist ambassadors, such as Australian Sudanese refugee and model Adut Akech, trans model Valentina Sampaio, Indian American actress Priyanka Chopra and LGBTQIA+ activist and soccer player Megan Rapinoe. The brand also said it was working to extend its sizing.
But while Savage X Fenty certainly uses A-list celebrities to raise brand awareness and reach customers – singer Lizzo, rapper Nas, model Gigi Hadid and drag queen Gigi Goode are just some of the stars that have participated in its fashion shows – the brand also leverages lesser known talent.
“While inclusive messaging and celebrity clout have been integral to their success, their influencer and ambassador marketing strategy has also allowed the brand to leverage the reach of a wide range of both macro and micro influencers across social media,” Reid said.
Opportunity for storytelling
Little is known about the look and feel of the Savage X Fenty stores. Rihanna shared a store rendering on Instagram, which showed a space with bright, neon lights and plus-size mannequins in the window. She described it as “a whole new #SavageXFenty experience”.
Reid said the move makes perfect sense, noting that bricks-and-mortar stores will enable the brand to acquire new customers and engage with its existing online customers and social media followers via a different channel. Most importantly, he said, the stores will provide an opportunity for greater storytelling.
“IRL storytelling is very powerful for story/mission-driven brands like Savage X Fenty with a strong message as it allows customers to ‘experience’ the brand in a more tangible dimension,” he said.
“We’ve seen brands with similar stories enter physical [retail] – like Kim Kardashian’s Skims having opened pop-ups in LA and Paris.”