May 11, 2018

Retail - Rihanna Launches Savage x Fenty Lingerie Line

AEO, LB, LVMUY, MC FP
By Lois Sakany
Rihanna is tapping into her ability to influence with the launch of Savage x Fenty, making its debut with a 90-piece line of lingerie available for shipment in 130 countries.

Singer and entrepreneur Rihanna launched a new line of lingerie at 12 a.m. on May 11, called Savage x Fenty made in partnership with TechStyle Fashion Group, which is known for its celebrity-associated lines including Fabletics, ShoeDazzle, JustFab or FabKids brands.

A recent trade publication noted TechStyle's effort with Rihanna has sparked talk that the company could go public this year. 

The debut 90-item Savage x Fenty line will include panties, bras, T-shirts, bodysuits and robes offered in an array of fabrications. Bras range in price from $39-$59, T-shirts are $29-$34 and panties are $14.50-$29. Corsets, rompers, jumpsuits and robes will range in price from $69-$99. The line is only available to purchase online at savagex.com, but ships globally to 210 countries. 

Given Rihanna's youthful following and the line's pricing, the line has the potential to take share from L Brands Inc.'s Victoria's Secret as well as American Eagle Outfitters Inc.'s Aerie brand. 

Reflecting her sway, Rihanna and LVMH Moët Hennessy Louis Vuitton SE  launched Fenty Beauty in September 2017, a cosmetics line carried exclusively by Sephora. According to reporting by WWD, in January Fenty Beauty was on track to beat out massive sales logged by Kylie Jenner's Kylie Cosmetics ($386 million in 2017, according to WWD) and Kim Kardashian's KKW line, which are made in partnership with the Oxnard, Calif.-based Seed Beauty LLC. Fenty Beauty has already surpassed LVMH's Kat Von D makeup line, which launched in 2008.

According to the article, "sales from all four of the brands account for 29.2% of all online beauty sales in the United States, even though their collective customer base represents only 12% of shoppers."

What is an OTR Snapshot?

OTR Snapshots are direct feeds from our editors expressing their views on key issues and events in their industries, within and beyond our core coverage. Snapshots feature industry insights, source commentary, and general observations.