m-language-blog - Tumblr blog

m-language-blog · 5 years ago

Text

Savage x Fenty: Why We Love Their Marketing

It’s no secret that a little over a year ago, Savage x Fenty has taken the lingerie scene by storm. With inclusivity and diversity in all aspects at the forefront of their marketing strategy, Savage x Fenty has found a way to make a lasting impact on its consumers. But what is in the formula that makes us love Savage x Fenty so much?

One ingredient is diversity. It’s totally hard not to notice the diversity in the models that are chosen for Savage x Fenty. All across their social media platforms even down to their website there is an equal representation of different walks of life. This is an important marketing strategy because consumers love to see a representation of themselves.

The second ingredient is inclusivity. Diversity and Inclusivity go hand in hand because not only do consumers want to see diverse models, but they also want to see a variation in sizes. A brand showcasing models that have variation in size shows that they have an understanding of their consumer base. By doing so, this consumers feel like they are seen and are being represented.

Another ingredient that makes Savage x Fenty’s marketing strategy so compelling is the vast size and color range, catering to sizes XS-3XL and carrying seven different shades of nude. This effort shows that Savage x Fenty is aware and knowledgeable about their consumer base and by being knowledgeable it communicates that the brand understands that once size does not fit all.

To add more to the pot, Savage x Fenty does a good job with posting content in such a way that doesn’t bombard the consumer. Instead of broadcasting prices and focusing solely on the product , there is a strong focus on body positivity as well diversity and then comes the product. Having that clear focus on those values and then the product broadcasts to the consumer how import their values are to the brand

Lastly, Savage x Fenty does an amazing job at responding to their consumer’s concerns. Which is immensely important for consumers to feel heard and acknowledged.

There wouldn’t be any room for growth if companies did everything right the first time around, right? Now we can look at some cons but also some suggestions for Savage x Fenty, in hopes that they will continue to grow and do well in all areas.

The first con is the Savage x Fenty Membership. On the website, automatically the user is prompted to sign up to receive exclusive offers and products that otherwise would not be available if they are not a member. Which sounds amazing at first glance, but the membership also costs whooping $50 a month. Furthermore if declined at the initial prompt, if a user decides to purchase an item, the membership is automatically added to the cart so that they can receive a discount on their purchase. In other words the user blindly and unknowingly is added to the membership program.

A suggestion for this is that there should be more than one way for people to receive memberships. Taking into consideration the target audience for Savage x Fenty a $50 monthly membership is something that some but not all will be able to maintain and some people don’t want to do. So how can those who decide not to take part in the membership be reached? I would suggest a points system, free to sign up, and zero commitment, a point system guided by the consumer. Every purchase would equate to points, in doing so, there would be discounts and special offers with the more points they earn.

Another con is that although Savage x Fenty does a great job at posting body positive content and having a diverse cast of models, there isn’t any content that allows the space for consumers to talk about these amazing and strong messages that Savage x Fenty presents. On their instagram page, the comments are a mix of customers inquiring about their online orders and then there’s the comments that show love and support, but there isn’t really an element that again, creates a conversation.

A suggestion for this is having posts ever so often that can either be original content created by Savage x Fenty or even tweets from consumers, that can create a conversation between consumers and the brand. This will also give Savage x Fenty insights on their consumers behavior as well as which products they love and the ones they don’t love so much.

There is no leverage of their social platforms. Although there is a plus to having a consistency of content posted through all major platforms , there’s also a negative side to this method of posting content. Having the exact same posts and interacting with consumers the same way across all platforms, exhibit that there isn’t any personalization of their content. It’s just one post that has been mindlessly curating for all platforms. By doing so, Savage x Fenty loses out on getting the most of the platforms used.

A suggestion for this would be to create one specific post, possibly once a week, that drops across all platforms. However this post would contain special content tailored for each platform, and allow room for the brand to interact with consumers based on the platform that they are using.

Lastly, there needs to be more clear communication and guidelines or improve on the lack thereof. Consumers have complained about the lack of communication, from the confusing membership, to not having a size chart and also not clearly explaining or displaying the change in items as the size increases.

A suggestion for this is simply be transparent. I strongly believe that Savage x Fenty values their consumers. There is a mission for not only one type of woman to feel beautiful but for all women of all sizes and walks of life to feel embraced and beautiful. However, that can hit a snag when someone genuinely wants to be a part of this audience and yet there is nothing to guide them through the process. Just having that small guide can make the experience much easier for the consumer and can save them from going through the strenuous return process.

At the end of the day, we love Savage x Fenty and just want Rihanna to continue to do amazing things and change the game as per usual.

0 notes