Savage X Fenty opens its first store in Las Vegas

By Tatiana Walk-Morris

Dive Brief:

After announcing plans for five stores in the U.S. this year, Savage X Fenty debuted its first physical storefront in Las Vegas on Saturday at Fashion Show Las Vegas, the brand said in a press release emailed to Retail Dive.

The store features a tech-enabled fit experience through Fit:Match technology. Using an app, customers can receive a body scan with augmented reality that creates a 3D avatar similar to their body type, which then provides product recommendations based on their size and shape.

The brand will open additional stores in Los Angeles, Houston, Philadelphia and the D.C. area in early 2022.

Dive Insight:

With its Las Vegas location, Savage X Fenty is emphasizing tech and inclusivity. The lingerie brand joins other retailers in adopting size-inclusive mannequins, a move that could build loyalty among customers who may not otherwise see their physique displayed in stores. The Las Vegas location will have chrome and lavender mannequins created using 3D technology to reflect a range of body types.

"We wanted to be able to connect with our customers in real life and give them something they have never seen before," Rihanna said in a statement. "Creating the space took a lot of imagination, married with things I've always wanted to change about my own experiences as a customer, from mannequins to the Fit Xperience, to customer service."

Savage X Fenty has also taken a page from veteran competitors that are integrating tech tools into their physical stores. In addition to body scanning technology, Savage X Fenty's fitting rooms also feature digital kiosks that let shoppers scan their selections, check each product's price and see similar items. It's an approach to physical stores that has become more popular across the industry.

Last year, Bloomingdale's introduced its Bloomie's concept in Fairfax, Virginia, complete with QR codes and fitting room buttons that enable shoppers to connect with employees. Amazon just last week unveiled its first brick-and-mortar clothing store, which featured QR codes that provide shoppers with product sizes, colors, ratings and other information. And Nike's store strategy has become well known for its reliance on digital. The athletics giant equipped its new Nike Rise stores, for example, with a digital footwear comparison table that lets shoppers compare any two pairs of shoes in the store.

Savage X Fenty is also incorporating environmental sustainability into its new store. Per the announcement, Savage X Fenty is including biodegradable hangers made of wheat straw and shopping bags made of recycled polyethylene terephthalate at the Las Vegas store.

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