Competitor: Savage X Fenty

Competitor: SavageXFenty

SavageXFenty are killing it in the market at the minute, with Rhianna being the face of the brand, everyone took to them following their launch. It was described as sexy, stunning and very inclusive. The shows follows women, in unity, sexy, seductive but not in the way that women have been told for far too long. Women of different shapes, sizes, ethnicities and even a heavily pregnant model was shown making her mark on the runway.

This undoubtably is a huge breakthrough, women all over the world have felt empowered, loved and included by this brand and it's EXACTLY what we needed. The brand is classed as premier, as underwear is priced from £15-£40 each and Bra start from £20 to around £75. 

The website has a clear layout, its fun, sexy, sultry and with the times. Language like 'Xtra AF' Brings in that GEN X/ GEN Z audience, showcasing the target audience on the front page. Rhianna is also posted on the front page and has her own section of favourites, this brings in the celebrity endorsement effect that its a celebrity run company, people are already invested. Due to the time of year, Valentines day is spread across the whole website and they have a cheeky, sexy range to go with the theme of the front page. 

Looking into their underwear section, although not the most affordable however it i very inclusive consistently across the website, using curvier and smaller women to showcase their products. Valueing this as women in our society now, this will come as a massive advantage as women are becoming a lot more conscious of the ethics, identity and trust in brands and who they choose. The styles are very sexy, sultry and this range especially, screams valentines day.

My favourite section was definitely the #SAVAGEXFENTY page. It's showcasing real women from around the world showing self-love and body positivity in this lingerie. It's encouraging, refreshing and very current to see this on a lingerie page. This page is connecting the brand to their socials, bringing in an even bigger audience, it's supporting women to share their bodies, be proud of them and love them. The will resonate well with the audience as it shows the brand cares and it interested in the consumer as they are proud to put their customers on the website. This page was the most empowering to see out of all the website. 

A huge positive aspect of this brand is their wide range of sizing, all the way from a 32A to a 44E in bras is covering a huge audience and in turn will do them a favour. Speaking to many people I know, the reason they don't shop at VS is due to their sizing issues, its a lack of range they feel is stopping them. This turns them to other brand such as M&S and SavagexFenty. In the world of body positivity its a brands role to make sure they have a big range of sizes to make everyone feel included.

Looking further into the brand, I came across their Instagram which completely matched the aesthetic of the show, their website and identity. Including insta stories, insta shop regrams, flay lays and boomerangs, their Instagram is super up to date with GEN Z interactions. It's sexy, exciting but a massive celebration of women and this is what we as women want to see. 

The photos below shows they aren't afraid to use curvier women. With regrams from influencers, they are bringing in the audience of trust that influencers have and therefore are boosting their brand instantly by working with big influencers. They have regular giveaways, insta buy and quotes to inspire us as women too. The idea behind the lingerie is more to make you love yourself rather than someone else, the #exploreyourself used on the photo below showcases this. It's an all women brand for women's pleasure and self love. It's inspiring to see a range of women being celebrated here and resonates well with the supportive and body confident audience.

All in all, SavageXFenty are looking up on the market, despite their luxury price  tag, their sexy and inclusive branding seems to bring enough audience in to love and stick with them. I'm going to create a mood board based around the jungle, sexy, sultry and self-love branding of SavageXFenty. This will be posted in the next few days along with some figures I find out about the business market itself.