Rihanna's fashion label, Savage X Fenty, announces plans to establish physical retail outlets in five American cities.
Hear Ye, Hear Ye!
Prepare to be captivated, folks!
Savage X Fenty, the trailblazing DTC lingerie brand helmed by the one and only Rihanna, is set to storm the streets of Sin City! Yep, you read that right — Vegas is getting a taste of Rihanna's intimates empire this month, as the brand unveils its first-ever brick-and-mortar store!
But that's not all, people! The brand's plans don't stop there. Savage X Fenty aims to conquer LA, Houston, Philly, and D.C. early next year. Get ready to experience the full-throttle force of this dynamic brand in key cities, as they bring their unique vibe to the people, I tells ya!
The company shared the news, saying, "With the brand's epic growth since its inception in 2018, this new direct-to-consumer experience is the next step in showcasing the brand's fuller essence to consumers in targeted markets."
Now, I know what you're thinking: "But wait, isn't this a step away from the brand's initial online-only business?" Well, hold on to your thongs, partner, because this ain't the first time a TechStyle Fashion Group sibling has taken the plunge into brick-and-mortar territory!
Fabletics, another DTC powerhouse, made the move last year, scaling back their ambitious expansion plans but still proving that physical stores can be a goldmine for marketing and customer acquisition, even in the digital age.
Research from Forrester shows that, despite the rise of online shopping, physical locations remain a significant draw, with 72% of retail sales in the U.S. expected to take place in stores by 2024. Why, you ask? Simple, partner: Consumers love testing out products in person and taking home their new purchases on the spot! Even in the face of looming variants like omicron, folks still crave that tactile connection with their potential purchases.
But wait, there's more! Stores are also becoming vital fulfillment hubs for online customers who can't bear the thought of waiting for their goodies to arrive by mail.
As for Fenty fashion house, the high-end, ready-to-wear line was put on hold by French luxury conglomerate LVMH in 2021, though they still plan to invest in the "Fenty ecosystem." But that's a tale for another time. For now, let's join Rihanna in her lingerie conquest, shall we? Cowabunga, chumps! 💃💃💃
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