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© Savage X Fenty
Savage x Fenty oleh Rihanna membuat kehadirannya dikenal di kalangan investor. Begitu juga basis pelanggan perusahaan pakaian dalam dan pakaian dalam.

“Primarily, it’s been women who are young and very diverse [shopping at the brand],”Natalie Guzman, co-president dan chief marketing officer Savage x Fenty, mengatakan selama konferensi ritel virtual ICR 2022 Selasa.
© Savage X Fenty

Faktanya, usia rata-rata pembeli di merek pakaian dalam Rihanna — yang ia ciptakan bersama pada tahun 2018 dengan TechStyles Fashion Group, perusahaan yang sama yang meluncurkan Fabletics Kate Hudson — adalah 33 tahun, dengan 65 persen pembeli berusia antara 18 dan 35 tahun. juga beragam: 35 persen Hitam, 30 persen putih dan 20 persen Latin.

“And although she has a moderate income, we have over 50 percent of her wallet share when it comes to intimates,”lanjut Guzman. “And she's loving the product. The brand message is really resonating with her. She loves the fit and the content and the imagery that she's seeing. And she's also loving the value that we're offering through our membership pricing.” 

Dalam masa tiga setengah tahun, bisnis intim terus mendapatkan daya tarik di dunia pakaian dalam, sebagian berkat kekuatan bintang Rihanna (merek ini sekarang memiliki 4,6 juta pengikut di Instagram), serta janji sang megabintang untuk menghadirkan merek bra dan pakaian dalam untuk semua tipe tubuh.

Tampilan ketiga dari peragaan busana Rihanna yang banyak ditonton, Savage x Fenty Vol. 3, yang ditayangkan di Amazon Prime pada bulan September, menampilkan model dengan berbagai bentuk, ukuran, usia, dan warna kulit. Ini juga termasuk model hamil, model cacat fisik dan model pakaian dalam pria. Dasar-dasar pria ditambahkan ke koleksi Savage x Fenty pada September 2020, yang menurut para eksekutif cepat terjual habis.

© Savage X Fenty

Namun selain kekuatan bintang selebritas, Savage juga mampu memanfaatkan data untuk membantunya tumbuh, baik dalam hal pemasaran target maupun program influencer dan duta besarnya. Guzman menjelaskan bahwa merek memperoleh akses untuk beriklan di setiap duta merek baru dan pegangan media sosial influencer ketika mereka bermitra dengan Savage.

“And that's allowing us to expand our reach using their audience, as well as advertising to their followers,”katanya. “In the top two tiers [of influencers] alone, we're getting massive reach. Over 245 million [followers] in total. And when you add in that bottom tier, which is over 1,000 micro-influencers that we work with on a monthly basis, this is really giving us that opportunity to appeal to so many different types of women, or individuals in general, now that we've expanded into men's and really go after that [total available market.]”

Meskipun Savage, yang memisahkan diri dari TechStyle pada akhir 2019 untuk menjadi perusahaan yang berdiri sendiri, belum merilis angka pendapatan atau laba, Christiane Pendarvis, co-presiden dan kepala merchandise di Savage, mengatakan selama presentasi hari Selasa bahwa  

“disruptors are winning in gaining share within this [intimates] category. The growth that you see with brands like Savage are really outpacing the balance of the more established players within this industry.”

“Intimates in particular is a really attractive direct-to-consumer category,” dia melanjutkan. “And that's because there's a high replenishment factor within the category. Women are shopping for underwear on average five to six times a year. Men are shopping at a similar frequency. So it's a wardrobe staple that needs to be replenished. Once you're able to get customer loyalty to your product, then you're going to see a lot of natural repeat activity that happens in this category. When you think about the long-term growth potential around this brand, the sky, honestly, really is the limit.”  

Itu menjelaskan mengapa Savage saat ini dalam mode ekspansi. Desas-desus mulai beredar pada bulan Desember 2020 bahwa Rihanna dan timnya sedang menjajaki calon investor dengan tambahan $ 100 juta dalam upaya untuk memperluas bisnis Savage x Fenty dengan pakaian aktif.

Kemudian pada awal tahun 2021, bisnis Savage x Fenty menyelesaikan putaran seri B senilai $115 juta yang dipimpin oleh perusahaan ekuitas swasta yang didukung LVMH L Catterton untuk membantu skala merek pakaian dalam. Sekitar waktu yang sama, terungkap bahwa kemitraan siap pakai Rihanna dengan LVMH Mo√ęt Hennessy Louis Vuitton sedang dihentikan.

Baru-baru ini, perusahaan mengatakan akan membuka toko bata-dan-mortir pertamanya bulan ini di Las Vegas, diikuti oleh empat lagi sepanjang tahun di Los Angeles, Houston, Philadelphia dan Washington, D.C.

“We're going to be doing retail differently,”kata Pendarvis. “We know that this is a category where customers like to shop in person and physically try on apparel. So that's an important avenue for us to provide that channel of distribution. Retail will give us the opportunity to better serve our current members, as well as acquire new customers. We're taking our approach and leveraging the data that we have to build a competitive advantage with our model. So we were able to pick locations where we have a high density of existing VIPs and make sure that we have the appropriate foot traffic really to drive the top-line revenue of each new location.” 

Selain itu, Pendarvis mengatakan perusahaan berencana untuk memperluas ke kategori tambahan dan pasar baru. Survei pelanggan menemukan bahwa pembeli tertarik pada hal-hal seperti Savage loungewear, swimwear, shapewear, home dan unisex underwear, di antara kategori lainnya.

“These are things that we're looking for on our roadmap to help us drive growth in the next several years,”jelas Pendarvis. “And then there are additional reaches [in other countries around the world] that we just have not tapped into yet, at all, which is really expanding into the balance of Eastern Europe, as well as China. When you think about the opportunity behind retail and what that's going to open up for us, as well as category expansion opportunity, as well as geography expansion opportunity, that pathway is very, very clear for us to continue to deliver very, very strong growth over the next several years. So the future looks savage and we are just getting started.”
Sumber: WWD 

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