Rihanna’s SavageXFenty retail fleet is getting bigger.
Christiane Pendarvis, co-president and chief merchandise officer at Savage
, said during January’s ICR 2022 virtual retail conference that: “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.
In addition to being able to touch and feel products, current stores help increase brand awareness. That’s because they’re tailor-made for Instagram, with things like mannequin walls and floor-to-ceiling images of the pop star. Some shoppers were even delighted to meet the larger-than-life megastar in person during February’s Super Bowl weekend, when Rihanna, along with rapper and record producer boyfriend A$AP Rocky, surprised fans by making an unannounced appearance at the Culver City, Calif.