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Fenty Maison making its return?

B.B. Homemaker

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Sounds like they are trying the mass appeal approach for Fenty to keep the line from completely collapsing. Makes sense from a financial perspective, but those sunglasses are bland, boring, been done before. That does not match the prior Fenty aesthetic. They should continue with the out-there style of sunglasses and hire a new design team for the clothing. The sub par clothing designs and high price point is where the line failed.
 

BlueGossip

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I hope if they do it’s just accessories. Thats where they shine and are innovative and interesting.

Fenty Maison was making over 500mil a year in 2020, They should continue as they were.

Expand to bags, get that signature perfume put and get a different shoe designer.
 

BlueGossip

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The big problem with Celebrities venturing into clothing lines is that a lot of them doesn’t know who their customer is... a lot of them just mold their lines after what they wear instead of researching what their consumers want to see... yeah the consumer wants a piece of them but they have to make it sellable... I think that is the was problem with FENTY the disconnect between what the consumer wants... and what Rihanna wears... they made everything oversized because that was what Rihanna was wearing at the time... but Rihanna’s fans want her more feminine looks... they need someone experienced in development to oversee the line when it comes back...

Victoria Beckham also needs to lower her damn prices, they are too expensive.... the clothes are good but they are way out of the price range for the customer that wants to buy them... and she has been courting the Céline customers for the past few years but her prices are too expensive...
You guys talk and talk and don't apply what you are saying to what is actually happening.

Fenty Maison increased by 70% in sales in 2020 from over 300mil in 2019.
The whole fashion sector if LVMH brands decreased by 20%.
 

BlueGossip

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Sounds like they are trying the mass appeal approach for Fenty to keep the line from completely collapsing. Makes sense from a financial perspective, but those sunglasses are bland, boring, been done before. That does not match the prior Fenty aesthetic. They should continue with the out-there style of sunglasses and hire a new design team for the clothing. The sub par clothing designs and high price point is where the line failed.
500mil in sales isn't a fail.
 

BlueGossip

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Victoria doesn't want to be too accessable so her prices make sense. The quality of her dresses are quite nice as well.

I think Rihanna needs to rebrand when she brings this back. The main issue originally is like you said, she made everything oversized and it really just did not look flattering. She needs to revamp and find a new design team. Also, she markets to her fans but her fans cannot afford her clothes. However, those that can, would rather wear other high end brands. So she needs to figure out who she's marketing to, totally change her direction as far as the designs, and then price her items based on all of that.

She didn't even make the accessories accessible so that if you couldn't afford the clothing, you could afford the accessories. However, everything isnt for everyone.. but I just hope she gets a new designer tho.
FENTY nor any Fenty brand is marketed to her fans.

Fenty especially, it's aesthetics are completely different from Rihanna and she herself barely appears in the campaigns for it.

Please explain how it's marketed to her fans.

Also LVMH has already stated that FENTY has managed to create a loyal customer base with a young rich crowd. Which is clearly represented in the fact that it's sales grew to over 500mil in 2020 while struggling under covid restrictions.

The whole fashion industry suffered a big loss but FENTY grew by 70%.
 

NY_Mami

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You guys talk and talk and don't apply what you are saying to what is actually happening.

Fenty Maison increased by 70% in sales in 2020 from over 300mil in 2019.
The whole fashion sector if LVMH brands decreased by 20%.

Even with that sales increase the brand underperformed for LVMH’s standards.... LVMH does not go on record and call their brands a “work in progress” and put their brands operations on hold if brands are performing to their standards... them Arnaults care about their money....

Their whole fashion sector decreased by 20% in 2020 due to the pandemic and shops closing.... especially with the Chinese market because that was their biggest market... once them luxury stores reopened back in China, their sales went back up.... Louis Vuitton and Dior performed very well despite the pandemic due to the fact that they have loyal audiences and a legacy reputation... but the FENTY brand does not have the same reputation and loyal following because it’s a very new brand.... they also don’t have a signature classic item that fans will continue to buy loyally like Louis Vuitton and Dior.... LVMH was concerned that the brand would fold under the pandemic so they ceased operations for a better time.... FENTY is a brand new brand for them so of course they would do that to give it another chance, meanwhile others brands they have severed ties with like Nicholas Kirkwood who they just recently cut ties with....

There is one thing that is obvious is that there is a huge disconnect with FENTY luxury clothing brand and it’s target customers.... it isn’t connecting with Rihanna’s audience the same way that FENTY Beauty, FENTY Skin, and Savage X Fenty did.... a huge part FENTY Beauty and Savage X Fenty’s marketing is inclusion.... luxury clothing isn’t inclusive mostly due to the price point in most cases.... size inclusion is another for most luxury brands but that doesn’t apply to FENTY...

LVMH dropped the ball for FENTY in a lot of arena one is their pricing.... it was priced lower than a lot of LVMH brands but it was still too high for Rihanna fans.... Two is they relied too heavily on the celebrity to sell this brand.... a huge chunk Rihanna fans who wanted to buy it couldn’t afford it.... and luxury consumers that could afford it wasn’t going to blindly buy it due to Rihanna’s brand... A lot of luxury consumers are weary of Celebrity brands in general... this is why I think that The Row worked so well, is because the Olsen Twins made sure their visibility involving that brand was solely behind the scenes.... the brand isn’t named after them nor is the brand identity solely wrapped up in them, they don’t front any of the runways or campaigns, etc.... a lot of people don’t even know that it’s their brand is able to have its identity be about the clothes, and not the Celebrity behind it....

LVMH really dropped the ball on the advertising too, FENTY is a new brand, they should have given it traditional advertising the same way they give Chanel, Fendi, and all of their other luxury brand... a lot of FENTY’s marketing was done solely online.... FENTY should have had print ads in magazines.... the only time FENTY was seen in VOGUE was when Rihanna has a cover.... LVMH buys tons of ad space in magazines, they should have done that for FENTY so that luxury consumers could see that the brand exists.... they could have also had FENTY stocked in physical luxury department store and boutique locations.... or any luxury store that would know how to sell a brand like FENTY.... luxury consumers like the experience of having to see items in person before they commit to buying.... like Dover Street Market would have been a great account for FENTY.... all in all LVMH didn’t try their best with FENTY so now they need to strategize the return....
 

BlueGossip

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Even with that sales increase the brand underperformed for LVMH’s standards.... LVMH does not go on record and call their brands a “work in progress” and put their brands operations on hold if brands are performing to their standards... them Arnaults care about their money....

Their whole fashion sector decreased by 20% in 2020 due to the pandemic and shops closing.... especially with the Chinese market because that was their biggest market... once them luxury stores reopened back in China, their sales went back up.... Louis Vuitton and Dior performed very well despite the pandemic due to the fact that they have loyal audiences and a legacy reputation... but the FENTY brand does not have the same reputation and loyal following because it’s a very new brand.... they also don’t have a signature classic item that fans will continue to buy loyally like Louis Vuitton and Dior.... LVMH was concerned that the brand would fold under the pandemic so they ceased operations for a better time.... FENTY is a brand new brand for them so of course they would do that to give it another chance, meanwhile others brands they have severed ties with like Nicholas Kirkwood who they just recently cut ties with....

There is one thing that is obvious is that there is a huge disconnect with FENTY luxury clothing brand and it’s target customers.... it isn’t connecting with Rihanna’s audience the same way that FENTY Beauty, FENTY Skin, and Savage X Fenty did.... a huge part FENTY Beauty and Savage X Fenty’s marketing is inclusion.... luxury clothing isn’t inclusive mostly due to the price point in most cases.... size inclusion is another for most luxury brands but that doesn’t apply to FENTY...

LVMH dropped the ball for FENTY in a lot of arena one is their pricing.... it was priced lower than a lot of LVMH brands but it was still too high for Rihanna fans.... Two is they relied too heavily on the celebrity to sell this brand.... a huge chunk Rihanna fans who wanted to buy it couldn’t afford it.... and luxury consumers that could afford it wasn’t going to blindly buy it due to Rihanna’s brand... A lot of luxury consumers are weary of Celebrity brands in general... this is why I think that The Row worked so well, is because the Olsen Twins made sure their visibility involving that brand was solely behind the scenes.... the brand isn’t named after them nor is the brand identity solely wrapped up in them, they don’t front any of the runways or campaigns, etc.... a lot of people don’t even know that it’s their brand is able to have its identity be about the clothes, and not the Celebrity behind it....

LVMH really dropped the ball on the advertising too, FENTY is a new brand, they should have given it traditional advertising the same way they give Chanel, Fendi, and all of their other luxury brand... a lot of FENTY’s marketing was done solely online.... FENTY should have had print ads in magazines.... the only time FENTY was seen in VOGUE was when Rihanna has a cover.... LVMH buys tons of ad space in magazines, they should have done that for FENTY so that luxury consumers could see that the brand exists.... they could have also had FENTY stocked in physical luxury department store and boutique locations.... or any luxury store that would know how to sell a brand like FENTY.... luxury consumers like the experience of having to see items in person before they commit to buying.... like Dover Street Market would have been a great account for FENTY.... all in all LVMH didn’t try their best with FENTY so now they need to strategize the return....
Im not gonna read all that. FENTY never underperformed, they said it was a work in progress. The very fact that the entire LVMH fashion side decreased by 20% means FENTY more than over performed for the 2020 year.
The average performance was a decrease of 20%, FENTY increased by 70%.

Not to mention LVMH have stated (something yall overlook) that FENTY has a loyal and dedicated customer base. Which the fact that it increased in sales during the pandemic, clearly shows.

That's the reality.

FENTY wasn't shut down either it was put on pause because it's operation was hard to maintain during the pandemic.

If it was failing it would have been shut down.
 

Alongcamezoe

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500mil in sales isn't a fail.

The fact Fenty ceased operations after less than two years IS a failure. The execs at LMVH went on record and said it wasn’t as successful as they hoped and were looking to rebrand it. Fenty Beauty and Savage have been so successful because they have a cohesive brand message, Fenty always felt unfocused.
 

NY_Mami

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Im not gonna read all that. FENTY never underperformed, they said it was a work in progress. The very fact that the entire LVMH fashion side decreased by 20% means FENTY more than over performed for the 2020 year.
The average performance was a decrease of 20%, FENTY increased by 70%.

Not to mention LVMH have stated (something yall overlook) that FENTY has a loyal and dedicated customer base. Which the fact that it increased in sales during the pandemic, clearly shows.

That's the reality.

FENTY wasn't shut down either it was put on pause because it's operation was hard to maintain during the pandemic.

If it was failing it would have been shut down.

The CFO of LVMH went on the record and said that FENTY was underperforming.... and also said that the brand was put on hold due to the pandemic and to resume for “better times”....
 

NY_Mami

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The fact Fenty ceased operations after less than two years IS a failure. The execs at LMVH went on record and said it wasn’t as successful as they hoped and were looking to rebrand it. Fenty Beauty and Savage have been so successful because they have a cohesive brand message, Fenty always felt unfocused.

All of this....
 

Magical Unicorn

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Even with that sales increase the brand underperformed for LVMH’s standards.... LVMH does not go on record and call their brands a “work in progress” and put their brands operations on hold if brands are performing to their standards... them Arnaults care about their money....

Their whole fashion sector decreased by 20% in 2020 due to the pandemic and shops closing.... especially with the Chinese market because that was their biggest market... once them luxury stores reopened back in China, their sales went back up.... Louis Vuitton and Dior performed very well despite the pandemic due to the fact that they have loyal audiences and a legacy reputation... but the FENTY brand does not have the same reputation and loyal following because it’s a very new brand.... they also don’t have a signature classic item that fans will continue to buy loyally like Louis Vuitton and Dior.... LVMH was concerned that the brand would fold under the pandemic so they ceased operations for a better time.... FENTY is a brand new brand for them so of course they would do that to give it another chance, meanwhile others brands they have severed ties with like Nicholas Kirkwood who they just recently cut ties with....

There is one thing that is obvious is that there is a huge disconnect with FENTY luxury clothing brand and it’s target customers.... it isn’t connecting with Rihanna’s audience the same way that FENTY Beauty, FENTY Skin, and Savage X Fenty did.... a huge part FENTY Beauty and Savage X Fenty’s marketing is inclusion.... luxury clothing isn’t inclusive mostly due to the price point in most cases.... size inclusion is another for most luxury brands but that doesn’t apply to FENTY...

LVMH dropped the ball for FENTY in a lot of arena one is their pricing.... it was priced lower than a lot of LVMH brands but it was still too high for Rihanna fans.... Two is they relied too heavily on the celebrity to sell this brand.... a huge chunk Rihanna fans who wanted to buy it couldn’t afford it.... and luxury consumers that could afford it wasn’t going to blindly buy it due to Rihanna’s brand... A lot of luxury consumers are weary of Celebrity brands in general... this is why I think that The Row worked so well, is because the Olsen Twins made sure their visibility involving that brand was solely behind the scenes.... the brand isn’t named after them nor is the brand identity solely wrapped up in them, they don’t front any of the runways or campaigns, etc.... a lot of people don’t even know that it’s their brand is able to have its identity be about the clothes, and not the Celebrity behind it....

LVMH really dropped the ball on the advertising too, FENTY is a new brand, they should have given it traditional advertising the same way they give Chanel, Fendi, and all of their other luxury brand... a lot of FENTY’s marketing was done solely online.... FENTY should have had print ads in magazines.... the only time FENTY was seen in VOGUE was when Rihanna has a cover.... LVMH buys tons of ad space in magazines, they should have done that for FENTY so that luxury consumers could see that the brand exists.... they could have also had FENTY stocked in physical luxury department store and boutique locations.... or any luxury store that would know how to sell a brand like FENTY.... luxury consumers like the experience of having to see items in person before they commit to buying.... like Dover Street Market would have been a great account for FENTY.... all in all LVMH didn’t try their best with FENTY so now they need to strategize the return....

I agree with you about the advertising, they should have done way more on that end. However store availability wouldn't have done much considering that shops were closed due to the pandemic. Fenty was actually available in Selfridges and had a popup in Paris and was in Printemps dept store if I recall. I think part of the problem during this period is that Rihanna wasn't visible at all, she should have been doing pap walks and appearances in Fenty, not just leaving it to Jah and hoping for the best.

I don't think price was the issue at all though. Most of the Amina Muaddi x Fenty shoes sold out. The issue was that the designs and brand identity was all over the place. Ever drop had a completely different customer in mind so it was difficult to pinpoint who they were targeting exactly, aside from the young rich jet-set crowd. Case-in point your assertion that it was for Rihanna fans. They needed to make a clearer distinction that it wasn't for Rihanna fans and it wasn't related to the other Fenty ventures. I think calling it FENTY hurt it as well. SavageX should not be in any way associated with a luxury line, it's just not the same customer. If I buy Fenty I'm buying AP and La Perla etc, I'm not buying SavageX lingerie. And vice versa.

I have so many thoughts on this, just give it to me I'll flip the brand around haha.
 

BlueGossip

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The CFO of LVMH went on the record and said that FENTY was underperforming.... and also said that the brand was put on hold due to the pandemic and to resume for “better times”....
The CFO said it was a work in progress after its 2019 year.

It grew by 70% the following year.
 

BlueGossip

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The fact Fenty ceased operations after less than two years IS a failure. The execs at LMVH went on record and said it wasn’t as successful as they hoped and were looking to rebrand it. Fenty Beauty and Savage have been so successful because they have a cohesive brand message, Fenty always felt unfocused.
But it didn't cease operations. What part of that aren't you getting. And he didn't actually say they wanted to rebrand. I read the quote, what he said was they were committed to make it work and concentrate on their strengths.
Pull up the articles if you don't remember.

Also that was regarding its 2019 sales. It grew by 70% in 2020.
 

Alongcamezoe

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But it didn't cease operations. What part of that aren't you getting. And he didn't actually say they wanted to rebrand. I read the quote, what he said was they were committed to make it work and concentrate on their strengths.
Pull up the articles if you don't remember.

Also that was regarding its 2019 sales. It grew by 70% in 2020.

Ultimately, if the brand was doing well operations wouldn’t have ceased/put on hold. They were most likely losing money even if sales grew, that doesn’t mean the company was making a profit. LMVH was obviously losing money in Fenty which is why it decided to suspend activity because of it was a profitable brand they’d have weathered the storm. Maybe they’ll relaunch Fenty, if they do I hope they refresh the brand and team.
 

BlueGossip

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The fact Fenty ceased operations after less than two years IS a failure. The execs at LMVH went on record and said it wasn’t as successful as they hoped and were looking to rebrand it. Fenty Beauty and Savage have been so successful because they have a cohesive brand message, Fenty always felt unfocused.
But it didn't cease operations. What part of that aren't you getting. And he didn't actually say they wanted to rebrand. I read the quote, what he said was they were committed to make it work and concentrate on their strengths.
Pull up the articles if you don't remember.

Also that was regarding its 2019 sales. It grew by 70% in 2020.
Ultimately, if the brand was doing well operations wouldn’t have ceased/put on hold. They were most likely losing money even if sales grew, that doesn’t mean the company was making a profit. LMVH was obviously losing money in Fenty which is why it decided to suspend activity because of it was a profitable brand they’d have weathered the storm. Maybe they’ll relaunch Fenty, if they do I hope they refresh the brand and team.
Profitability isn't a factor with a new brand like FENTY.
But obviously the pandemic was making things unreasonably hard. They explained all of this. They also mentioned that it had a loyal customer base (meaning they very well nailed their branding to that crowd).

The brand as is relies heavily on Rihanna's input. When the pandemic made traveling impossible she had to make a choice. She moved to the UK to have easy access to Los Angeles and Paris but she had to choose between Los Angeles (Fenty Beauty, Fenty Skin and SavageX) or Paris (FENTY).
They forged on in 2020 but they probably saw that they could get lines out or do certain things because of the pandemic. Not to mention France basically on lock down.
 

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