Summer Schervish

Delivery Channels

Before Rihanna Fenty launched her Fenty businesses she did so by posting pictures of

herself and tagging the brand on her personal social media channels where she had millions of

followers. Fenty luxury apparel is sold and promoted on a digital platform and uses social media

and the website in what has become a very successful business. Rhianna has the reputation of a

trailblazer and her mission is to keep pushing boundaries: “From a ‘see-now, buy-now’ rhythm,

to a digital-first model, we seek to push boundaries of existing structures in a new era of luxury,

and usher in inclusivity in all its forms,” it states on fenty.com. Rihanna uses social media to post

“homemade-looking” videos showing how to wear her products. She also shows her garments

being worn by people of all kinds of ethnicities. Rihanna has used her TikTok channel and

influencers’ channels to promote her brand, and in March 2020, Rihanna opened a TikTok House

and invited influencers to live there. The theme of her business is inclusion, and she encourages

engagement from her customers.

“Fenty is targeting people who live and breathe online and want to feel as though brands

align with their values and lifestyles. By engaging customers on social and saying loud and clear,

‘We’re one of you and we understand what’s important to you,’ Fenty is affecting how their

consumers perceive the consumer-brand relationship. In turn, this keeps their customers happy –

and keeps them coming back to buy more products,” according to Jilt.

Social media is Fenty’s niche. Because Fenty’s customers are young women comfortable

with digital media, it makes sense to market to them where they are: online. Young women use

social media sharing sites like TikTok, Snapchat, and Instagram to communicate and they aren’t

afraid of voicing their opinions. My media content will welcome this and will encourage the

sharing of media and sharing of viewpoints. Inclusion of all.

 The content will focus on engaging the users to interact and share through challenges and

video submissions. I will use the social media platforms that are the most popular with female

30-year-olds and younger: TikTok (66% under age 30 and music lovers), Snapchat (69% ages

13-17, 62% ages 18-29), and Instagram (75% ages 18-24, 57% ages 25-30). Statista Research,

2020 figures. Since the website is critical to the success of Fenty, it will be the place where new

fashions are revealed and where customers go to find information about important global causes.

The website content created would feature the voices of many different people, from models to

consumers, to Rihanna herself.

Those who visit the website and social media will be inspired by Rihanna – her values,

her passion for global causes, and her style.