Competitors - Savage x Fenty
The Savage x Fenty collection launched May 2018 and it was an inclusive diverse mix of everything the modern consumer wants. Created by Rihanna, the collection has a huge range of sizes, going from 32A - 44DD in bras and XS - 3X in underwear. Inclusivity is a huge part of what Rihanna believes inhere beauty brand 'Fenty Beauty' has 40 shades to ensure that the range fits everybody.
This focus on inclusivity and diversity is a major threat towards Victoria's Secret. Fitting within a similar price range of VS and providing a huge increase in sizes, Savage x Fenty appeals to a larger market while still maintaining its brand image of being strong and empowering. Rihanna herself stated that "Everyone should feel good wearing lingerie. That’s it."
A huge contrast between the brands is the catwalk shows of both brands, Rihanna cast a completely diverse cast including; Slick Woods - who at the time of the show was heavily pregnant, showing that every woman is beautiful no matter their shape or size. Brands like this, are providing a huge threat to Victoria's Secret with the huge inclusivity boost, body positivity and empowering message.
This focus on inclusivity and diversity is a major threat towards Victoria's Secret. Fitting within a similar price range of VS and providing a huge increase in sizes, Savage x Fenty appeals to a larger market while still maintaining its brand image of being strong and empowering. Rihanna herself stated that "Everyone should feel good wearing lingerie. That’s it."
A huge contrast between the brands is the catwalk shows of both brands, Rihanna cast a completely diverse cast including; Slick Woods - who at the time of the show was heavily pregnant, showing that every woman is beautiful no matter their shape or size. Brands like this, are providing a huge threat to Victoria's Secret with the huge inclusivity boost, body positivity and empowering message.
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| Savage x Fenty Fashion Show FW18 |
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