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Lingerie brand Savage X Fenty has been making waves since its founding in 2018, and not just because the owner-founder is world-famous Barbadian singer Rihanna. The apparel line emphasizes confidence and inclusivity, and is designed for all genders, sizes, and backgrounds. Originally launched as a pure-play ecommerce business, the brand quickly became a major player in the online lingerie industry, driven by of-the-moment marketing campaigns and supportive and size-inclusive body-model casting. Savage X Fenty hasn’t just embraced culturally inclusive practices across its marketing, but has also embraced innovative and cutting edge technology as a way to deliver the best possible experience to its shoppers.
The brand’s original runway shows were exclusively aired on Amazon, and a three-series show on Amazon Prime Video called The Savage X Fenty Show was produced around them. It featured Rihanna alongside global supermodels and socialites like Gigi Hadid, Bella Hadid, Cara Delevingne and more; as well as musical acts like Halsey, Migos, Big Sean, DJ Khaled, 21 Savage, Lizzo, Bad Bunny, and a deep bench of contemporary stars. Along with lingerie, the Savage X Fenty line features bras, underwear, sleepwear, and loungewear, designed for all genders, self-expressions, backgrounds, and body types.
For a brand so focused on inclusivity and providing a welcoming, positive, and supportive environment, it was important to make sure the company’s move from online-only to a supplementary brick-and-mortar store experience was as seamless and tapped into the cultural pulse du jour as possible. To do so, Rihanna’s apparel business partnered with black-owned artificial intelligence startup Fit:Match to provide a next-gen in-store Fit Xperience technology platform for the recently opened and soon-to-open Savage X Fenty retail locations.
The body-scanning technology from Fit:Match shapes the The Store As A Service and helps customers find the best fit for Savage X Fenty products, which is especially important given the wide range of inclusive sizes the brand carries and its customers expect. The brand’s fitting rooms will have the technology available, so scans can also be done in private. The introduction of Apple’s new LiDAR technology to all of its new iPhones in September 2021 was a big leap forward in user-friendly 3D scanning, and the entire body-scan process at Savage X Fenty stores takes around 15 seconds. The AR tech uses body shape data, as opposed to standard measurements, to help Savage X Fenty match customers with the best-fitting products. Once a Savage X Fenty customer conducts an AR body scan, Fit:Match’s algorithm analyzes their body shape to match them with a “fit twin” profile. Fit:Match then recommends the sizes and styles that will look best on each shopper’s specific body.
Many people don’t know their size when shopping online, and Savage X Fenty hopes its new physical stores with their innovative fit technology will eliminate the fit question within the shopping experience for brand customers and help drive differentiation as shoppers return to physical stores.
This article originally appeared in the PSFK iQ report, Reframing The Store As A Service.