Social and Digital Marketing - Savage x Fenty

SAVAGE

NISHTHA YADAGIR I

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BA FASHI O N MAR KE T I NG YEAR 3 SO CI AL AND D I G I TAL MAR KE T I NG TO NY CO O PE R 1 8 0 24 4 64

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E XECU TIVE SUMMARY

SAVAGE This report entails a social and digital marketing audit for the Savage X Fenty brand associated with the well known celebrity Rihanna. Through discussing the brands company background and their current internal and eternal situational analysis this report provides an integration of digital marketing techniques to help increase consumer interaction with the brand. Savage X already had the fan base of Rihanna that converted into consumers; however, the campaign rationale studies the ways in which the brand could receive increased positive awareness to targeted audiences through using one of the growing marketing techniques of video campaigns and by creating SMART objectives and KPIs. Savage X already has a VIP membership program to provide loyalty consumers although due to recent bad press and customer service techniques the brand is in need of a campaign that creates the concept of personalisation and emotional connectivity between the brand and the consumer.

The audit ends with the planning of a digital marketing calendar highlighting the timings and process of the campaign along with digital frames and explanation of the artefacts used.

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CONTENTS COVER PAGE

01

EXECUTIVE SUMMARY

02

BRAND BACKGROUND

04

INTERNAL SITUATIONAL ANALYSIS

05

EXTERNAL SITUATIONAL ANALYSIS

06, 07

RATIONALE

08

INSTAGRAM ANALYSIS TARGET MARKET

10

INTEGRATION OBJECTIVES AND AIMS

12, 13

CONTROL

15

CALENDAR

17

ARTEFACT

18, 19

BIBLIOGRAPHY

20, 21, 22

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14

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the main stakeholders being Marcy Venture Partners LLC and Avenir Growth Capital this is an inclusive Lingerie brand.

This lingerie specific brand was launched after the announcement of Fenty and Fenty Beauty, the make-up brand, which holds similar values and qualities to Savage X. The first drop for the brand resulted in a release of more than 90 pieces of lingerie, sleepwear and accessories; currently standing at figures of approximately 800 styles.

Savage X has a vast geographic reach having launched in more than 17 countries, and the added advantage of their online presence being globally known.

USP & Consumer Base : Since the beginning the target consumer for Savage X has been women of all sizes, shades, race and cultures giving it the competitive advantage against other intimates brands.

The brand may be mainly targeted to millennials however is inclusive to almost all generations.

Competitors : Bluebella, Victoria Secret, Boux Avenue, Prettylittlething, Aerie, Beija.

On trend

highly exclusive

B R AND BAC KG ROU ND

Launch : First launched in May 2018 in partnership with TechStyle Fashion Group and Rihanna, with

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Brand Name : Savage x Ltd.

highly inclusive

Figure. 01. Savage X positioning map

niche

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STRENGTHS

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INTER NAL SIT UATION ANALYSIS

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WEAKNESSES

- Brand caters to diverse sizes and skin tones that had been aban-

- Bad press in the media due to lack of customer service.

doned by the traditional industry. The launch of the brand itself

- There are no online stores which means there is a lack of option for

resulted in a 34% increase in the US and the UK.

consumer to try on items

- Changed the face of lingerie catwalks by included diverse sizes

- They do not have an online application considering their large

onto the runway and causing severe competition to Victoria Secret.

social media platform.

- Large social consumer following due to association with Rihanna.

- High price points considering it is targeted an an all inclusive.

- Extremely responsive on social media for consumers.

OPPORTUNITIES

THREATS

- Collaborations with other brands that share the same values could

- Consumers are looking for authenticity and inclusiveness with

help increase brand view in the media.

brands resulting in the release of emerging brands adopting the

- Growth in personalised marketing about 63% of consumers tend

inclusive strategy while introducing more plus size models

to find generic advertising as irritating, (Dave, 2020) this method

- Although promoting to all, the products are still on the mid to

could help gain back trust of older and newer consumers; thus, help

higher expensive price point compared to the competition.

increase the conversion rate.

- With Rihanna being the face of the brand, consumers that may not

- Omni-channel and multichannel is a rising marketing tactic, online

prefer her could be swayed to dislike the brand due to the her

methods such as video marketing is an extremely popular way to

partnership with Savage X

introduce the brand to new potential consumers.

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POLITICAL

There is a rise of politics that now prioritises the needs of individual nations than trying

ECONOMICAL

Current pandemic situation in the world could cause a severe risk on the global

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EXTER NAL SIT UATION ANALYSIS

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to group together global benefit (WGSN Insights, 2020)

economy. Gradual decline in purchases of fashion and clothing, however, lingerie, fitness and sleepwear show the least decline which could prove extremely useful for Savage X. (WGSN Insights, 2020)

SOCIAL

Rising trend of re-evaluating importance of items and activities in peoples lives There is more of a focus on conscious living and general maintenance of emotional and physical wellbeing. With the various loungewear and lingerie provided by Savage X, this could be an advantage for the brand that promotes self acceptance.

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TECHNOLOGICAL

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AI and Virtual reality are the general up and coming ideas of the digital creative world to be introduced to consumers more and more with the current state of the world relying on digital modes to communicate and create. Pop up of many online magazines promoting individuals to be more creative online rather than offline. “Online has become the man transactional channel through the pandemic” (WGSN Insights, 2020)

ENVIRONMENTAL

LEGAL

Raised consumer awareness towards privacy and legal action taken towards data protection. More knowledge provided about the GDPR that works together with the Data Protection Act (2018) to set out rights for individuals covered by the government.

(General Data Protection Regulation (GDPR) Compliance Guidelines, 2020)

With the concern of pollution increase in the world there is a rise of consumers and brands striving to be more ethical and environmentally conscious. According to the World Health Organisation 91% of the population lives in air quality conditions that have been deemed not suitable for living (Palmer, 2020) - this could lead to a higher demand of utilising filtering materials that could absorb toxins.

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C AMPAIGN R ATIONALE

SAVAGE Since Savage X operates in a mainly online approach with the sporadic pop-ups to engage offline channels to consumers too, this rationale highlights the best way to maintain the same online manner while adapting to the consumer needs. An integrated omni-channel course would be the most appropriate way to monitor the customer journey and ensure a positive experience for the consumer.

The primary research highlights how the brand excels when it concerns brand values and voice, however, most of the issues expressed were due to the lack of opportunities for consumers to try on the merchandise. An online application readily available to people through their mobile devices that allows them to use 3D scanning technology to detect the right sizing fit for consumers would be appropriate; assisting in reducing current consumer issues and subsequently, the marketing of the application will benefit in brand awareness to consumers not familiar with the Savage X brand.

The ideal way to market the release of this virtual application would be in an innovative aspect that ensures the attention of the consumer. The launch of the application will be announced through a video campaign as the preview and through offline channels such as print media on billboard signs.

Video marketing and creating a visual video campaign for the release would provide the premium engagement with the brand - by integrating video digital marketing plans, the conversion rate of business have improved by 72% (Dave, 2020).

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INSTAGR AM ANALYSIS

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To conduct primary research and better understand the purpose of the social and digital marketing campaign an analysis of the brand’s instagram

Figure. 02.1 Instagram consumer comment

comments was conducted, seeing as it is the most active Savage X

Figure. 02.0 Instagram consumer comment

platform. As seen in the figures to the right, customer service seems to be the main concern for already existing consumers - from a lack of information about stocking to digital website issues. The mobile app launched will be the perfect step needed to ensure that consumers

Figure. 02.3 Instagram consumer comment Figure. 02.2 Instagram consumer comment

have a direct and easily accessible mode of communication towards the brand. As well as providing a space for consumers to create genuine positive content through giving advice and reviews.

Figure. 02.4 Instagram consumer comment

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With Millennials making up more than a quarter of the

As cited by an article analysing millennial extremes, 77%

worlds population and with a spending power of over

of millennials would rather give up little luxuries such as

$1.4 trillion (WGSN Insights, 2019), it is beneficial to the

coffee in their day to day life than a week without their

brands that target them, Savage X being one.

mobile device (WGSN Insights, 2020). Similar to the

With the world today being so fast tracked and full of

younger generations this target consumer also values the

‘overstimulation’ though various online and offline

concept of social and digital connectivity.

interactions, it is necessary for brand to stands apart

There is prediction in a campaign analysis on 2020 luxury

with a calm and focused asset. Through focusing more

brands, that this generation of millennial will come out

on mental health and well being. And to‘Invest in calm

with a new lifestyle trend along the values of ‘embracing

commerce’ (WGSN Insights, 2020) is the suggest

idleness’ (WGSN Insights, 2020), whilst enjoying brand

approach to todays millennials.

campaigns with models dressed up in a comfortable

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TARGET MAR KET

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home environment.

The ideal target market for Savage X would be any hard

Furthermore as mentioned in an article named The

working millennial regardless of race, size, gender or

Millennial Home Economy 2018, ‘It’s becoming

culture. Born into a time where every aspect of ‘normal’

increasingly important for brands to facilitate

traditions were being questioned, this target consumer

brand-to-consumer connections in an era where

values self care, flexibility and convenience more than

relationship-building is most critical’ (WGSN Insights,

anything. Thus, ‘clearly organised merchandise and

2018). This suggest that this group is encouraged by the

curated edits will appeal to this busy group’ (WGSN

trust and kindness of brands and largely affected by the

Insights, 2019).

way brands present themselves.

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INTEGR ATION

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The RACE model is highlighted to provide analysis and to explain the aims of the campaign. Through the integrated use of an offline aspect of print media displayed digitally and non-digitally on city located billboards and the online aspect of digital marketing channels, owned and paid media the brand should be able to provide an engaging and effective

In order to reach the consumer and inform the launching of the mobile application and use all possible a

REACH

dvantages of a social and digital campaign it is necessary to involve both offline and online promotions. Digital billboards with interactive QR codes for specific garments will be displayed on central city locations such as Piccadilly Circus.

Furthermore static ads with simplistic but direct messaging should assist in promoting the launch. Millennials are known to be social media and tech-savvy, thus, the sharing of the video campaign promoting well-being and the mobile application on Twitter (good for showcasing the brands values and personality), Youtube and Instagram providing owned media.

To act and be able to encourage consumers to engage in downloading the app, the video marketing comes into place.

The video campaign will require a personalised message supporting the brand values of Savage X and connecting with

ACT

the millennial consumer target, known for their sensitive nature, content that ‘reinforce positive well-being’ will in turn create personalised connections with the brand and consumer (WGSN Insights, 2019).

Print promotion both digital and non digital on billboards will provide incentive language convincing consumers toward the advantage of a mobile app. This will be achieved through short snappy testimonials displayed on the media.

Mentioned in a Mintel observation it is stated that content marketing is bound to grow by $269.24 by 2024 (Mintel Observation, 2020) and especially demanding engaging brand campaigns that capture the attention of millennials.

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After the consumers have downloaded the app, the 3D scanning technology will face them and subjecting them with the option of the app digitally scanning their bodies and providing an appropriate size fit. Since Savage X does not hold many offline store locations other than occasional pop-up stores this option allows a convenient option for the target

CONVERT

market; furthermore a WGSN article states that with 73% of millennial working more than 40 hours a week an effortless and quick solution to their shopping experience will be them most beneficial for brands (WGSN Insights, 2019). The value of trust and kindness to consumers is one of the most essential aspects to cater to when considering current marketing, ‘trust has a powerful impact on consumer purchasing decision making’ (WGSN Insights, 2020). The mobile application provides a space for the consumer to trust in the brand to assess and delegate appropriate choices for them and thus closing their path towards a simpler and effective transaction. As the latest technology develops to be able to use 3D scanning softwares for brands will subsequently result in ‘speeding up the production and prototyping processes’ as mentioned in ‘Euroshop in 2017’ (Dickinson, 2020). Not being able to try on and being able to find the right size being one of the main concerns of the consumers of Savage X, this innovation will help convert customers on the fence into spending consumers.

ENGAGE

To ensure consumers engage with the brand, along with the 3D technology, the app will act as an exclusive platform for users to interact with one another and company fitting experts to provide a community like atmosphere. By encouraging consumers, after purchasing an item, to provide feedback and get advice for experts creates a value of trust between brand and consumer which acts as the key to a long-term consumer relationship.

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AIMS

1

To use the launching of the app, video campaign and print media as an incentive for consumers to engage with offline & online promotions and increase

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OBJEC TIVES AND AIMS SMART OBJECTIVES A 10% increase in sales on the Savage X products in 2 months.

awareness of the brand. By offering QR code on offline promotions and links to website and app provided on

2

video campaign.

To encourage further engagement by consumers

An increase in the number of user generated social

on the new app and allow interaction with brand

media tags @SavageX by 10% in 4 months.

on a personal level to initiate user generated content that is positive.

3

To use the new 3D scanning technology

A 20% increase in app downloads during the first

launched as an incentive to integrate use of the

2 months of the launch campaign.

app into the purchasing consumer journey to increase sales.

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CONTROL

KPI & METRICS

AIM 1

AIM 2

AIM 3

Use the Savage X app to track

Measure increase of UGC

Monitor QR code

e-commerce sales created

by 2.5% each month for 4

downloads and a 2.5%

on the app as they should

months through tracking

increase in app downloads

be increasing by 1.25% each

twitter analytics and

every week. By calculating

week. This should result in an

Instagram Insights (using

the rise in numbers of the

overall final metric outcome of

effective sites such as

membership and app

5% increase of monthly sales

‘socialert’). To ensure that the

analytics, this should

revenue.

final metric outcome is an

result in a rise of 20% in

increase of 10% in instagram

app usage as the final

and twitter hashtags

metric outcome.

(#SavageX) / tags (@SavageX).

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C ALENDAR

Figure. 03. GANTT chart for social and digital marketing plan of Savage X

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ARTEFAC TS

Figure. 04. Instagram paid media ad mock up

According to The Millennial Home Economy report, easy access and efficiency prove to be very helpful in increasing revenue when it comes to targeting millennials; a case study of Misguided resulted in a 40% increase in sales from a ‘click to buy’ that allowed consumers to buy garments styled on a show instantly from an app (WGSN Insights, 2018). As seen in figure 05 the app will have easy access swiping and tagged links to specific garments seen on their social media to provide an efficient experience.

Figure 04 presents a demo ad post that can be posted on instagram which happens to be where Savage X consumers seem to be most active on. Paid ads Figure. 05. 3D scan app mock up

will assist is gaining awareness especially when launched during the app and video campaign.

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Since the target market was millennials who are known for their love towards staying relaxed and working in the comfort of their own home. According to a WGSN Insights article, 75% of Millennials prefer working remotely (WGSN Insights, 2018), thus, by recreating a similar environment on the billboard mockup was to encourage and support the comfort of home to the consumer. Figure 06.1 & 6.2 billboard mock-up is similar to the visuals of the video campaign, with a range of diverse models looking confident and creating a ‘sexy look’ but in the simplistic backdrop of a neutral living space. This idea of targeted marketing will allow brand to consumer connections which is the key to brand engagement and loyalty in a time where building relationships is integral (WGSN Insights, 2018). Lastly, the QR code and hastag illustrated on the billboard should aid in raising brand awareness and encouraging interactive engagement with the promotion.

Figure. 06.1 & 6.2. Offline billboard mock ups

Note: Using Megan Thee Stallion’s lyrics in the campaign would require paid use. However, with the song being extremely popular in the current time amongst young millenials, this play on lyrics would be ideal for promotions

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BIBLIOGR APHY REPORT MATERIAL Brooke, E., 2018. Rihanna is mostly succeeding in her mission to make a more inclusive lingerie line. Vox, [online] Available at: <https://www. vox.com/the-goods/2018/9/13/17855062/rihanna-savage-fenty-fashion-show-lingerie> [Accessed 2 May 2020].

Cruchbase. 2020. Savage X Fenty. [online] Available at: <https://www.crunchbase.com/organization/savage-x-fenty#section-overview https://hypeauditor.com/youtube/savage_x_fenty_lingerie_by_rihanna-UCdxItnH9HB_twzQu-22I2Fg/> [Accessed 1 May 2020].

Dave, N., 2020. 42 Digital Marketing Trends You Can’t Ignore In 2020. [online] Single Grain. Available at: <https://www.singlegrain.com/digital-marketing/digital-marketing-trends-2020/> [Accessed 3 May 2020].

Dickinson, C., 2020. EuroShop: Trend Analysis. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc.org/content/board_ viewer/#/86384/page/1> [Accessed 28 April 2020].

Dover, S., 2018. Underwear (Incl. Loungewear/Nightwear) UK. [online] Mintel. Available at: <https://reports-mintel-com.arts.idm.oclc.org/display/893845/?fromSearch=%3Ffreetext%3Dsavage%2520x> [Accessed 4 May 2020].

Edelman Trust Barometer, 2020. Edelman Trust Barometer 2020. [online] Available at: <https://www.edelman.com/sites/g/files/aatuss191/ files/2020-01/2020%20Edelman%20Trust%20Barometer%20Executive%20Summary_Single%20Spread%20without%20Crops.pdf> [Accessed 5 May 2020].

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Lynch, J., 2020. Women’s Intimates & Loungewear: Key Items Fashion A/W 21/22. [online] WGSN. Available at: <https://www-wgsn-com. arts.idm.oclc.org/content/board_viewer/#/86477/page/4> [Accessed at 28 April 2020] Maheshwari, S., 2020. Rihanna’s Lingerie Line Accused of Deceptive Marketing. The New York Times, [online] Available at: <https://www. nytimes.com/2020/02/11/business/rihannas-savage-x-fenty-deceptive-marketing.html> [Accessed 29 April 2020].

Marci, K., 2020. The Savage X Fenty Strategy: How Rihanna Is Slaying The Lingerie Game. [online] EDITED. Available at: <https://edited. com/resources/how-rihanna-is-slaying-the-lingerie-game/> [Accessed 4 May 2020].

Mintel Observation., 2019. Fenty x LVMH. [online] Mintel. Available at: <https://reports-mintel-com.arts.idm.oclc.org/trends/#/observation/957700?fromSearch=%3Ffreetext%3Dsavage%2520x> [Accessed 30 April 2020]

Palmer, H., 2020. Sustainability & Innovation: Post-Coronavirus Defensive Textiles. [online] WGSN. Available at: <https://www-wgsn-com. arts.idm.oclc.org/content/board_viewer/#/86703/page/2> [Accessed 4 May 2020].

TechStyle Fashion Group. 2020. Savage X Fenty - Techstyle Fashion Group. [online] Available at: <https://techstylefashiongroup.com/brand/ savage-x-fenty/> [Accessed 4 May 2020].

TechSci Research, 2019. Global Lingerie Market By Product Type, By Distribution Channel, By Region, Competition, Forecast & Opportunities, 2013 – 2024. [online] TechSci Research. Available at: <https://www.reportlinker.com/p05757899/Global-Lingerie-Market-By-Product-Type-By-Distribution-Channel-By-Region-Competition-Forecast-Opportunities-.html?utm_source=PRN> [Accessed 4 May 2020].

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WGSN Insights, 2018. Female Empowerment: Key Strategies. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc.org/insight/article/80332#page_3> [Accessed 4 May 2020].

WGSN Insights, 2019. Designing For Millennials. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc.org/insight/article/85669> [Accessed 4 May 2020].

WGSN Insights, 2020. Coronavirus: Generational Behaviour Shifts. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc.org/ insight/article/87007#page_2> [Accessed 4 May 2020].

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WGSN Insights, 2020. Intimates Marketing: Shifts And Strategies. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc.org/ insight/article/85389#page_2> [Accessed 4 May 2020].

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WGSN Insights, 2020. Millennial Extremes: Paradoxical Behaviours. [online] WGSN. Available at: <https://www-wgsn-com.arts.idm.oclc. org/insight/article/85979> [Accessed 5 May 2020].

WGSN Insights, 2020. Operating Through Covid-19: Stock & Retail Strategies. [online] WGSN. Available at: <https://www-wgsn-com.arts. idm.oclc.org/insight/article/87030> [Accessed 4 May 2020].

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IMAGES AND MOCK UPS Canva. 2020. [online] Available at: <https://www.canva.com> [Accessed 6 May 2020].

Domino. 2019. Inside The Dreamy 3D Renderings By Digital Designers On Instagram. [online] Available at: <https://www.domino.com/content/digital-designer-3d-renderings-trend/?param4=dom-us-pinterest> [Accessed 6 May 2020].

Instagram. 2020. SAVAGE X FENTY BY RIHANNA (@Savagexfenty) • Instagram Photos And Videos. [online] Available at: <https://www. instagram.com/savagexfenty/> [Accessed 1 May 2020].

Mockuphone.com. 2020. Iphone X Space Grey Mock Up. [online] Available at: <https://mockuphone.com/iphonexspacegrey> [Accessed 6 May 2020].

Savagex.co.uk. 2020. SAVAGE X FENTY | Lingerie By Rihanna. [online] Available at: <https://www.savagex.co.uk> [Accessed 4 May 2020].

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