MARKETING STRATEGY

Savage x Fenty has successfully shipped to over 200 countries thriving in their direct-toconsumer sales strategy. Their e-commerce and media presence allows for consumers to resonate with the brand in their parade of diversity and their unified voice on social and political issues. The retail giant has no brick and mortar stores which has been advantageous over this past year with the COVID-19 global pandemic forcing the closure of almost all physical stores. Savage x Fenty has strategically joined the increasingly popular subscription style to e-commerce. Using their ‘XTRA VIP membership’ consumers are able to purchase lingerie in a discounted price compared to a guest checkout, along with other benefits like free delivery and additional discounts. Every month they would release a VIP box containing a handpicked collection from Rihanna or a guest collaborator as seen in the past, such as Rihanna’s personal stylist Jaheel Weaver or rapper Megan Thee Stallion. This use of sales strategy does allow a more regular influx of purchases, but some consumers have found it deceptive as it forces VIP members to shop an item each month or requiring that they cancel for that month’s membership before the 5th. If they are late, their cards would be billed £49.95 but that can be used as store credit. And choosing to cancel your membership has been found to be a more complicated process than described.

Naturally, a benefit of being a fully online brand allows for viewers to have the option of clicking links posted by influencers directing them to the website. Most brands achieve a substantial engagement from their online postings but due to store locations limit the amount of engagements turned to sales, Savage x Fenty however reduces this risk by being digitally accessible for all.

Savage x Fenty’s social media presence has been incredible, with an impressive 3.9 million followers on Instagram thanks to Rihanna’s celebrity platform. It’s clever use of influencers and celebrity collaborations have generated a buzz around the brand’s online postings. The inclusivity featured on their feed has also helped echo their core values and brand DNA to their consumers worldwide. Savage x Fenty has carefully chosen various influencers to represent the brand and to further promote it using visual content, unboxing, and giveaway videos.