by Danielle Wright
THE WAIT IS FINALLY OVER. Beauty guru and music artist Rihanna has opened the doors of her Savage X Fenty storefront in the Houston Galleria. The singer launched the lingerie and intimates line in 2018, which was strictly e-commerce but has now broken into the brick-and-mortar market.
Late last year, Houstonia shared the news of the rumored Houston debut after finding evidence of a public register created Aug. 24 under project Savage X Fenty: Houston Galleria. The document also details that the storefront was set to open in January, however, its official debut was this past Saturday.
Although Savage X Fenty pulls in massive revenue online and has a growth rate of 150% per year, many consumers were still not impressed enough to purchase from the celebrity-led company. In a 2021 interview for Bloomberg’s Black in Focus Twitter series, Christiane Pendarvis, co-president, chief marketing and design officer for Fenty x Savage, stated, “Retail is an important part of our growth strategy. You’ll absolutely see some stores in 2022. Because fit and comfort are so important, there are just customers who don’t feel comfortable purchasing online.” Savage x Fenty raised $125 million in funding as of January 2022.
With the openings in Las Vegas on Jan. 22 and Los Angeles on Feb. 12, Houston becomes the third destination for the brand’s break into brick and mortar.
Once walking inside the Houston Galleria location, the vibrant space instantly welcomes you with its bold design and immersive experience. Illuminating neon lights of electrifying blues, violets, and crimson bring a futuristic aspect to the store and, in Rihanna’s foremost commitment to diversity ethics, size-inclusive mannequins in chrome and lavender, representing real body types, are plastered across the walls.
If that doesn’t make the store enticing enough, the technology used inside Savage X Fenty is nothing but groundbreaking. Working with tech platform FIT: MATCH, the storefront has launched an app titled Fit Xperience, where customers receive a body scan with augmented reality to create a precise 3D body shape or personalized “fit twin.” This allows the lingerie conglomerate to curate personal recommendations of its products based on a customer’s exact size and shape. There’s also a digital kiosk in the fitting rooms so customers can scan the product to check pricing or browse through similar suggestions.
Out of the five locations set to debut, the final two include Washington, D.C., and Philadelphia, with no sights on New York City, the fashion capital, anytime soon. While the Savage x Fenty Houston location is quite exciting for the mainstream buyer, it also serves as an opportunity for the city to continue establishing a name in fashion.
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