Thank you, Rihanna.
in shopping malls across the United States this month, first in Las Vegas, and then Los Angeles, Philadelphia, Washington D.C., and Houston. “Our expectation is you won’t be able to walk past these stores and not go in, even if you’re not in the market for lingerie,” says Savage X Fenty’s co-president and chief marketing officer. Natalie Guzman.
For those among us who would blindly follow Rihanna into the depths of hell, yes, you will definitely go into the Savage X Fenty retail store. But what the store design and technology aim to do is bring everyone into the Savage universe, even those not shopping for lingerie or—seemingly impossible in this day and age—those not under Rihanna’s spell.The first thing mall denizens will notice is the store’s radiating color palette.
into its bricks-and-mortar retail. Neon lights in fuchsia, emerald, and sapphire illuminate the space. The playlist will “definitely have the Savage vibe,” says chief merchant and co-president Christiane Pendarvis, “and therebe a little Rihanna in there,” she winks. Mannequins span a diverse range of body types, with some forms made from 3D scans of human Savage models.
“It’s not intended to a replace the expertise of an associate, but it it’s an amazing way to get a really accurate view of an individual's body and make personalized recommendations based on our assortment. We think this is going to be a game changer for us.”In addition to the 3D scan technology, the fitting rooms in Savage X Fenty stores will have different vibe settings so shoppers can try out their looks in the right atmosphere.
But don’t just take it from Rihanna’s business partners. The musician, icon, and entrepreneur—and, I would add, expert shopper—is certain that her fans will find her mark throughout the Savage space. “The store tells a story and is highly focused on a true experience. Every detail was curated carefully to immerse people in the brand and elevate the consumer experience, while being playful, welcoming and fun.” Rihanna says.
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