Rihanna and Amazon — Marketing Perfectly Together
Rihanna’s second Savage X Fenty lingerie show will be a highlight of New York Fashion Week, with its inclusive line-up of models representing all body types.
Last year’s show was available to anyone on YouTube. But “this year’s Savage X Fenty Show will be available to stream exclusively on Amazon Prime Video in more than 200 countries and territories worldwide, beginning Friday, September 20,” according to Deadline.
So why limit access to the 100 million Amazon Prime members, instead of letting anyone view the show?
It’s a win for Rihanna, because those 100 million Prime members are excellent e-commerce prospects. Why not take advantage of their ability to shop the new collection and buy with a single click? And it’s a win for Amazon, which iis interested in making further forays into the fashion world as traditional department store retail sales wane.
“Amazon isn’t exactly the most stylish place to shop for clothes. Most of its top-selling women’s fashion items are simple pieces: easy dresses, spandex workout gear, socks, and underwear — a lot of it from brands you’ve probably never heard of … Now, Amazon is experimenting to attract a new, more fashionable segment of consumers: social media influencers and the people who love to follow them.”
With 93 million Twitter followers (fourth highest), Rihanna certainly fits that bill.
What’s more, Rihanna can expect to benefit from Amazon’s targeting capabilities. Who’s purchased similar lingerie lines? Who’s purchased Rihanna make-up, perfume, clothing, and music in the past? Who are the big spenders? What else have they bought? When are they likely to buy?
“The Amazon Prime stream will include behind-the-scenes footage of the show and the making of the collection, allowing us a peak into Rihanna’s creation of an inclusive lingerie brand for all women.
“What can we expect from the lingerie brand’s second show? Last year, a diverse group of models hit the runway, while a heavily pregnant Slick Woods walked the catwalk in nothing but pasties and a bodysuit. No bombshell bras and mermaid hair here.”