5 Reasons Why The Fenty Brands Are So Successful
Rihanna and her brands have been hitting it big this year, beginning with Savage x Fenty being named one of Time100 Most Influential Brands of 2021 and now Forbes announced Rihanna has made it into the Billionaire’s Club because of Fenty Beauty. Are you wondering what is the key to all the Fenty Brands success? If so, continue reading to find out.
1. The brands are empowering
The personality behind the brands especially Savage X Fenty is of someone who is fierce , powerful and owns her sexuality. Completely on point with who Rihanna is, her brands encourages women to love themselves and their bodies.
I can only hope to encourage confidence and strength by showing lingerie in a new light. I want women to own their beauty. — Rihanna
2. The brands are inclusive
The Fenty brands focuses on inclusivity as well, the Savage X Fenty brand carries sizes xs-3xl and bra sizes that are 30A to 44 DDD ensuring everyone can look good and feel good in their lingerie. Also, when Fenty Beauty launched in 2017 they provided 40 shades of foundation and now offer 50 shades, ensuring that every woman can find a shade that is perfect for them t especially women of color. In the past the shades ranges where limited for women of color now thanks to Fenty Beauty there are more options available not just from this brand but other brands as well. Another point to note is that, from inception Fenty skin was promoted unisex catering to both and women, simply because #menhaveskintoo .
3. The brands are Innovative
The brands stay on top of trends, business tools and technology. Partnering with Amazon Prime to fuel customer interest and to increase the brand’s awareness to using AI ( Artificial Intelligence) and VR (Virtual Reality) technology to increase customer satisfaction by personalizing their experience and assisting with their product selections. AI technology takes the form of a quiz on Savage x Fenty and Fenty Beauty, where you are asked a series of questions after which recommendations are shown to you. adding to that Fenty Beauty has just announced providing Virtual Reality technology on their website, which means you can go online to the Fenty Beauty site and virtually try on lip shades blushes and foundation from the comfort of your own home.
4. Fenty Brands Strategic Collaborations
Fenty Beauty had a great advantage from the start, if you don’t know Rihanna owns 50 percent of Fenty Beauty and LVMH, the French luxury conglomerate owns the other 50 percent. Brands that you may know that LVMH owns are, Louis Vuitton, Fendi, Christian Dior, Marc Jacobs, Moet, Hennessey and Sephora. LVMH offers a wider reach, access to years of luxury consumer research, top notch luxury consultants who can assist with branding, product development, sales and marketing. Because of this partnership Fenty Beauty not only launched online but in 17 countries all at once.
Another business collaboration to note is with TechStyle Fashion Group. Rihanna has partnered with them to launch Savage x Fenty which is now worth 1billion and is now extending into active wear after raising 115 million dollars in funding. TechStyle Fashion group has successfully developed brands like Fabletics, Just Fab, Shoe Dazzle, Fab kids and now Savage x Fenty. Partnering with companies that have years of experience and other have successful brands was definitely a great move for Rihanna.
5. Their Influencer Marketing Campaigns
Rihanna’s celebrity status and her much raved about and appreciated sense of style makes it easy for her to sell her products all on her own. However influencer marketing is the new driving force for brand sales and the Fenty Brands use this to their advantage to get extra buzz, a stamp of approval from these influencers that trickle down to their fans which then lead to more sales.
The Fenty Brands employed various strategies to be successful and it all starts with the right idea, a brand management strategy and knowing their target audience. The brands know what their consumers want and they know how to deliver it to them.