LVMH and Rihanna suspend the activities of the luxury brand Fenty
Fenty, Rihanna's luxury clothing brand, will hang her activities, the singer and Lvmh announced this Wednesday on Wednesday.
Lvmh announces this Wednesday that it has decided, in agreement with Rihanna, to suspend the activities of the Fenty brand pending an improvement in the situation."Rihanna and Lvmh jointly made the decision to suspend the RTW activity, based in Europe, pending better conditions," said Lvmh in a press release quoted by the specialized site WWD.
Instagram, online sales, sportswear
Less than two years after the launch of this luxury and sportswear ready-to-wear claw, of which Rihanna is the leader and the artistic director, Fenty does not seem to have found her audience, even with fans of the singer.Announced with great fanfare in May 2019, the label bet both on online sale, via its dedicated site and ephemeral corners, as well as on a communication controlled via its Instagram account alongside events grouping numerous celebrities.The name of the claw is that of the singer, Robyn Rihanna Fenty.
Since January 1, no post had intervened on the Instagram Fenty account, however, with a million subscribers.On her personal account, Rihanna had communicated on her lingerie line, Savage X Fenty, notably for the Valentine's Day collection, on her makeup line Fenty Beauty and Fenty Skin, but little on her range of ready-to-wear.
Too high prices
According to the BBC, Fenty's suspension is the consequence of a series of factors, first of all the too high prices of clothing and accessories: 250 euros for sunglasses, 520 euros for a dress or even 250 euros for asweatshirt.
The WWD site also reports that the Covid crisis has had a heavy impact on the development of the brand, preventing Rihanna from traveling, to go to the European development sites of its brand based in Paris, to suppliers, travel beinglimited.A new managing director from Lvmh had been appointed in the fall, reports WWD, but without success.During the publication of sales in the 3rd quarter, few comments had been made at Lvmh on Fenty, considered as still in "launch phase", work on "the right offer".No new collection had been launched since November, continues WWD.
During the launch of this new brand built from scratch with Rihanna, a first for Lvmh since its support for Christian Lacroix in 1987 recalls the specialized site Business Fashion, Lvmh was however considering a long -term investment with this Sportswear brand.
Refocusing on cosmetics and lingerie
The Fenty clothing line was intended to extend the universe of Fenty Beauty, the Rihanna cosmetics brand launched in 2017, whose figures had quickly taken off, reaching 100 million dollars of sale in a few weeks, in particular by beingDistributed at Sephora.It is on this universe that Lvmh wants to refocus.The Franco-American Fund L.Catreton - Created in particular by the luxury group - continues to invest in Savage X Fenty, Rihanna's lingerie brand.
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