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Introduction
In today’s world, it is extremely difficult for many brands that are targeted at a female audience to attract the attention of consumers and at the same time not cause public outrage. Especially when it comes to lingerie brands – many of them have been accused more than once of using overly sexualized imagery in advertising campaigns. However, while the Victoria’s Secret and Pretty Little Thing brands are under fire, Rihanna’s Savage X Fenty brand is a hit with shoppers. Marketers have revealed the main secret of Rihanna which includes prioritizing women’s opinion and inclusiveness.
Sex Appeal in the Eyes of Women
Like many other brands, Rihanna’s brand uses the concept of sex appeal to entice shoppers. However, according to Sherwood (2020), lecturer in marketing and management at the London College of Fashion, the key to Rihanna’s success is that she puts women’s desire at the forefront. Women in the view of the singer should look sexy not for the sake of men, but for their own sake (Sherwood, 2020). In Rihanna’s own opinion, women should prioritize their personal comfort and satisfaction over men’s or the public’s validation. Therefore, the brand mainly targets meeting women’s needs and wants first. “Fenty sells lingerie with the idea that a woman is in charge of her body, and her personal life and has the right to choose. Victoria’s Secret sells lingerie with the idea that a woman can win over a man who will control her body and her personal life. Therefore, her only way out is to look thin and seductive, otherwise, she has no chance in life,” explains the marketer, making a comparison between the two brands of underwear (Sherwood, 2020). In the age of women’s empowerment, this marketing strategy proves to be effective, and Rihanna’s brand is no exception.
Inclusiveness as the Key to Customers’ Satisfaction
Another secret to Rihanna’s success as a designer is inclusiveness. Unlike Victoria’s Secret, which abandoned the concept of the ideal female body only under public pressure, Savage X Fenty has made inclusivity one of the pillars of its strategy. The singer invited a variety of models to cooperate – both girls who could well participate in the “angels” show, and plus-size models, women of different ages and different nationalities (Cat-Wells, 2021). In advertising campaigns, the main idea is clearly visible: every woman can be sexy. In the era of body positivity, this idea turned out to be very close to the buyers. In the world, there are a huge number of women who have an unusual skin color or a unique body type. They, as a rule, even spending hours in stores, may never find the perfect fitting bra or underwear for their whole life. Rihanna was attentive to those people and, as a result, could gain their trust.
Conclusion
To sum up, Rihanna has switched the narrative in the modern lingerie fashion industry. She was able to build an effective marketing strategy, periodizing female customers and their wants over the general public’s validation. At the same time, the singer targeted an audience of all races, sizes, and all types of physical appearances. While some critics say one of Rihanna’s latest Valentine’s Day ad campaigns is too explicit and erotic, this approach doesn’t go against Savage X Fenty’s strategy. Rihanna’s brand is an example of how someone can use sexy imagery to attract the attention of customers, but at the same time is not criticized for over-sexualizing a woman.
References
Cat-Wells, K. (2021). Shaholly Ayers On Savage X Fenty: A More Inclusive Fashion And Advertising Landscape. Forbes. Web.
Sherwood, B. J. (2020). Savage X Fenty: Why sex still sells in women’s fashion. BBC News. Web.
Do you need this or any other assignment done for you from scratch?
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