Breaking Down Rihanna's $1B Brand: Savage X Fenty | Ep 825
The Game w/ Alex Hormozi
Deep Dive
What is Rihanna's net worth, and what is the primary source of her wealth?
Rihanna's net worth is $1.7 billion, and the majority of her wealth comes from her businesses, including her skincare/makeup line (Fenty Beauty) and her lingerie/activewear/loungewear brand (Savage X Fenty), rather than her music career.
Why did Rihanna partner with LVMH for Savage X Fenty?
Rihanna partnered with LVMH to leverage their expertise in brick-and-mortar distribution, retail and online sales, and global manufacturing. LVMH's 118 factories and 6,000 retail locations provided the infrastructure and experience needed to scale Savage X Fenty quickly, enabling the brand to grow from zero to a $2.8 billion valuation in just a few years.
What market trends did Rihanna capitalize on with Savage X Fenty?
Rihanna targeted high-growth markets, including loungewear, which has a 23% compounded annual growth rate (CAGR), and activewear, a $567 billion market. She also addressed a gap in the lingerie market by offering 40 shades of nude to cater to diverse skin tones, aligning with her inclusive brand messaging.
How did Rihanna use influencers and affiliates to grow Savage X Fenty?
Rihanna strategically partnered with a diverse range of influencers, including Gigi and Bella Hadid, Demi Moore, and Normani, to represent different age groups, body types, and beauty ideals. This created a brand-affiliate loop where the association reinforced Savage X Fenty's inclusive and body-positive messaging, attracting more affiliates and expanding the brand's reach.
What makes Savage X Fenty's membership model unique?
Savage X Fenty's membership model is unique because it offers a $59.95 monthly credit that members can use to purchase products, along with 11 bonuses, including discounts, free shipping, a 90-day fit guarantee, early access to new products, and a birthday gift. Additionally, the membership is skippable, allowing members to pause their subscription without losing benefits, making it highly flexible and appealing.
How did Rihanna's personal brand contribute to the success of Savage X Fenty?
Rihanna's massive global audience and authentic personal brand provided an initial boost to Savage X Fenty's distribution and credibility. Her diverse background and inclusive messaging resonated with her audience, making the brand feel authentic and aligned with her public persona. This authenticity helped differentiate Savage X Fenty from other celebrity brands that often feel like cash grabs.
What role did community play in Savage X Fenty's strategy?
Savage X Fenty incorporated a community element through an app and exclusive content, such as behind-the-scenes fashion shows. This created a loyal, engaged audience that provided valuable feedback and fostered brand loyalty. The community aspect also allowed Rihanna to maintain a direct connection with her customers, enhancing the overall customer experience.
- Rihanna's net worth significantly boosted by Savage X Fenty, not music.
- Partnership with LVMH provided essential distribution, retail expertise, and manufacturing capabilities.
- The importance of recognizing and addressing business deficiencies through partnerships is highlighted.
Shownotes Transcript