El Segundo, California-based Savage X Fenty presented at the ICR 2002 retail conference. Is where The Savage X Fenty Intimate Take Over In the Underwear Game. The curtain on customer demographics along with information on how it maximizes influencer-centred marketing efforts. The brand’s first-time appearance at the investor event follows last year’s $115 million in series B funding led by LVMH-backed private equity firm L Catterton to help the lingerie brand expand.
Launched in 2018 with TechStyle, the brand became a stand-alone company at the end of 2019. While the company didn’t release revenue or profit figures at the event, Savage X Fenty co-president Christiane Pendarvis described the company as a disruptor gaining share within the category. According to coverage by WWD, Pendarvis added,
Savage X Fenty Intimate Take Over
“The growth that you see with brands like Savage are really outpacing the balance of the more established players within this industry.”
The presentation was preceded by an announcement from CEO Robyn Rihanna Fenty who took to social media last week to let it be known the brand will open five physical stores over the next year. Starting with a store in Las Vegas. Bucking traditional methods of opening stores, Savage X Fenty is opening stores where it already boasts a high density of existing VIP customers.
Savage X Fenty
Commenting on the brand’s diverse following, Savage X Fenty Natalie Guzman, co-president and chief marketing officer explained, “Primarily, it’s been women who are young and very diverse.” Demographically, Savage X Fenty customers are 35 per cent Black, 30 per cent white and 20 per cent Latina. Guzman described customer income as moderate with Savage X Fenty claiming 50 per cent of her intimates wallet share.
Well known for the marketing power of its famous CEO, the brand has maximized its reach by gaining access to advertise on brand ambassadors and influencers’ social media accounts. Noting that the brand makes use of a wide range of influencers, Guzman added, “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.”
The company also has plans to expand into new categories with loungewear, swimwear, shapewear, home and unisex underwear cited as commonly requested by customers. Do you own any? Are you a fan too?