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Blog Post 12

Promotion

Savage X Fenty is big on promotion. The brand uses social media platforms to advertise as well as Amazon shows.

Her biggest opportunity to promote came during the Superbowl. The face of the company, superstar Rihanna, headlined the halftime show. She took advantage of that opportunity and advertised her company. This marketing tactic earned her a boost in sales.

Rihanna's music catalog isn't her only entity experiencing a post-game surge: her makeup line Fenty Beauty—which she applied during the show—garnered $5.6 million in earned media in the first 12 hours following the game, and her lingerie line Savage x Fenty earned $2.6 million, according to Launchmetrics.

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Blog Post 11

Place Distribution

Savage X Fenty's distribution center is located in El Segundo CA, (Headquarters). Online customers receive products from headquarters. Brick and motor customers can physically shop for their products.

For orders delivered within the United States, they use FedEx, Pitney Bowes, LaserShip, OnTrac, and USPS. FedEx or Pitney Bowes will pick up your order from their warehouse, and then transfer it to USPS for final delivery. You can track your order using the tracking number provided in your shipment confirmation email.

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Blog Post 10

Trends/Pricing

Savage X Fenty is known to keep up with the latest trends. The newest trend has got to be their fashion shows. From high-profile models to their fashion, Savage X Fent is dominating the lingerie industry.

In 2023, Rihanna is expected to release the fifth edition of the Savage X Fenty Show, whose past iterations have been a critical and commercial success. Savage X Fenty teamed up with Amazon to stream the fashion show.

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Blog Post 9

Services

Savage X Fenty offers many services. Customer service is their top priority.  Customers can call customer service for any inquiries, including but not limited to canceling their membership, issues with product orders or returns, or contact via Live Chat. They offer a quality experience.

Another service they offer is a membership along with exclusive sales and savings. They offer new products as seasons change. You can get a $30 Reward toward any purchase of $35 or more every year that you auto-renew; enjoy free shipping and returns all the time with no threshold; get early access to shop new drops before everyone else, access the Xtra VIP Box with Xclusive styles handpicked by Rihanna. The order fulfillment process is fast and easy.

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Blog Post 8

Brand details

Savage X Fenty label has redefined the marketplace with its accessible price point, an exclusive assortment of styles made for everybody, and a unique approach that celebrates individuality.  Rhianna’s mission statement is to make your experience with Savage X Fenty exceptional. They are working on making the checkout process easier by including supporting assistive technologies like screen readers, voice recognition software, and switch technology.

The lingerie brand was founded by Barbadian singer Rihanna. She is known worldwide. She is the face of the brand.

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Blog Post 7

Packaging

Rihanna's Savage X Fenty lingerie line offers an Xtra VIP membership, which gives you access to exclusive limited-edition sets as well as big discounts and first dibs on everything for $60 a month.  With the Xtra VIP membership, shipping is free. The order is shipped in a cardboard box that has a brand name log design, tissue, and postcard.

Consumers product orders are shipped from El Segundo, CA. They use various shipping companies like USPS, UPS, and FedEx and other outsources.

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Blog Post 6

Competition

Savage X Fenty has disrupted the lingerie market with its various size range options and inclusive model line for value. The main competition Savage X Fenty has is Adore Me.

Adore Me provides an online, subscription-based lingerie and swimwear platform. Its products include lingerie, swimwear, sleepwear, and related accessories in various size ranges. Like Savage X Fenty, Adore Me also has brick-and-mortar stores. 

ThirdLove operates as a women's lifestyle company. It offers bras, underwear, bikinis, and more. It considers the needs of diverse body sizes and shapes similar to Savage X Fenty. 

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Blog Post 5

Target Market

Savage X Fenty's major demographic is women and also trans, disabled, and plus side selection of society in an ideal social class. on Instagram, it speaks to an 85% female following, aged 20-35, typically based in the US, who are professional fashion stylists, models, entertainers, and makeup artists. The psychographic audience for Savage X Fenty enjoys R&B and rap music, fashion, beauty, art, and culture.

 Savage X Fenty's original plan was to target their main audience of females aged 18+, however, Twitter's unique platform and targeting options quickly taught them that honing in on a more segmented audience would yield stronger results.

Rihanna's close friend and senior VP of Fenty Corp, Jennifer Rosales, echoed the singer's sentiment. "There's not a target audience," she said. "It's for everyone. It's everything that she does is for everyone."

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Blog Post 4

SWOT Analysis

Strength- Marketing- Savage X Fenty wants to boost awareness of its brand and inclusive values among new audiences and retain and expand its existing customer base. By establishing the brand on values of representation, confidence, empowerment,  and diversity, Savage X Fenty was able to become a real competitive disruptor in the lingerie market.

Weakness-  Customer satisfaction for Savage X Fenty was compromised when the brand was accused of using "deceptive marketing" and luring customers into a membership program that charges hefty monthly fees.

Opportunities- Global marketing is a big opportunity for Savage X Fenty. They can grow in various ways. One way is through their Social Media Platform and Rihanna's Fame.

In 2019 they started a Valentine's promotion where they offered men's ware and since then, they have had a huge sales increase in men's products. Another big advantage is their size variety. Savage X Fenty offers a large size variety for each of the styles.

Threats- Lawsuits are big threats to the company. In August 2022, Savage X Fenty's website did not ask for consent for the automatically renewing charges, improperly advertised the ability to use store credit, and misled customers about the company's products.

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Blog Post 3

Strategy

 Savage X Fenty represented a new and unique opportunity in the marketplace and a value proposition that “authentically stands for diversity and inclusivity.”  Not only does the Savage X Fenty website feature models of all shapes and sizes, but every product and style is developed and designed in missed and separate plus-size versions. Which gives the company a competitive advantage.  Savage x Fenty to Expand Brick-and-Mortar Reach with 6 More Stores.

The size-inclusive lingerie brand is planning to more than double its physical footprint by adding more brick-and-mortar locations. One of the Components of a marketing plan is targeting the right customers. Savage X Fenty's original plan was to target their main audience of females aged 18+, however, after a marketing audit, Twitter's unique platform and targeting options quickly taught them that honing in on a more segmented audience would yield stronger results.

https://retailinasia.com/in-sectors/fashion-accessories/fashion/the-secret-to-savage-x-fentys-success/

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Blog Post 2

Describe Your Brand

Savage X Fenty launched their online store on May 11, 2018. Savage X Fenty sells bras, underwear, sleepwear, sportswear, and loungewear for men and women in a large range of sizes. Savage X Fenty is a joint venture between Rihanna and TechStyle Fashion Group. She owns 30% of the company. The entire pre-launch was advertised on Rihanna's Instagram page.   Within a month of launching, the debut collection sold out. Savage X Fenty's annual revenue is $17.0M. Zippia's data science team found the following key financial metrics about Savage X Fenty after extensive research and analysis. Savage X Fenty has 175 employees, and the revenue per employee ratio is $97,142. Savage X Fenty's peak revenue was $17.0M in 2022.

Their key components of marketing are very elaborate. Savage X Fenty uses direct marketing by carefully choosing various influencers to represent the brand and to further promote it using visual content, unboxing, and giveaway videos. Their Sales promotion increases their revenue dramatically through their VIP membership. It is pricing is $49.95 per month, which gives shoppers access to exclusive limited-edition sets, as well as, big discounts and exclusive shopping for everything on the site, from lingerie to sleepwear.

Savage X Fenty is satisfying the on-demand marketing by offering a wide range of sizes. The brand also participates in sponsorships and events. The company sponsors giveaways and Affiliated programs. With the affiliated program, bloggers can access exclusive deals that can help them earn a commission. Savage X Fenty also hosts events like; launch parties and shows to promote their line.

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Blog Post 1

Brand Name

Savage x Fenty offers an assortment of fashion-forward lingerie, underwear, sleepwear, loungewear, and sportswear. The company wants to be known for not only its affordability but also for its inclusivity. Their prices range from $14.99 to $59.99. They also offer a VIP monthly subscription and exclusive member discounts. I chose this brand because I like how the company really showcases inclusivity through its models and size options. The company celebrates individuality and confidence. The creator states,” Savage X means making your own rules and expressing your own mood, character, and style for you- not for anyone else”. In my perspective, it is important companies offer products to various types of customers. Offering more products to a wide selection of customers will not only expand their target market and boost sales, it will also increase customer satisfaction and create loyal customers.