LVMH And Rihanna'S New Brand Fenty Positioning Is Light Luxury And Close To The People.

A few days ago, the American pop star Rihanna (Rihanna, the full name Robyn Rihanna Fenty) and the French luxury giant LVMH group cooperated to create a new luxury brand - Fenty's first flash shop opened in Paris, the first batch of products officially unveiled.

Rihanna said in May 22nd that it wanted to "create a new vision of fashion, my fashion outlook is different and unconventional, because I'm not a person in the fashion industry."

My clothes reflect my feelings at the moment. I want to be comfortable, naughty, conservative or sexy.

Women can express their multifaceted nature through Fenty, and women are encouraged to do so.

Fenty brand opened its first flash store in Mar District, Paris, for two weeks. It will show its first batch of products, including structured clothing, white or beige wide shoulder jackets, and Western dress.

The brand also introduced men's wear products such as loose jeans, Parker coats and so on.

Compared with LVMH group's brand, Fenty's products are sold at a low price, 200 euros for T-shirts, 600~800 euros for the dress, 500 euros / double for sandals, 300 euros / pieces for artificial jewelry.

Rihanna says it hopes to provide luxury fabrics and craft products at a low price.

"I hope I can reach more consumers. I can't wait to go out and walk around the people who wear my brand. I believe it will be an important moment for me."

In addition, the Fenty brand will mainly start with online sales mode, and different flash shop activities will be launched.

The official website of the brand will be officially launched in May 29th. It is first launched in the United States and Europe, covering 14 countries and is expected to cover the Asian market at the end of the year.

In order to keep abreast of the current trend, Fenty has abandoned the seasonal series, releasing limited edition and classic regular products, and selling it online to Shangguan and flash stores.

These series adopt the mode of "watching and buying" to convey "women and their wardrobes".

In recent years, LVMH group has actively launched a joint series with celebrities and famous designers to attract younger generation of luxury consumers, but most of them are only offering limited series.

This cooperation with Rihanna creates a brand new luxury brand. It is easy to see that LVMH group hopes to make more bold innovations and breakthroughs.

Rihanna personal Instagram has 70 million 500 thousand fans, the public influence and appeal can not be underestimated.

Fenty is the second luxury brand that LVMH group has nurtured and nurtured from scratch after its Christian Lacroix in 1987. Rihanna has also become the first black woman to take charge of the luxury brand of LVMH group.

Jean Baptiste Voisin, chief strategist of LVMH group, said: "Rihanna is not the most famous person, nor the largest number of fans, but she has charisma.

I believe there are more celebrities and more fans, but they are not professional, but they are not Rihanna.

Jean Baptiste Voisin also pointed out that cooperation with Rihanna is a long-term undertaking. "We are all interested in one another, and no new brand like this should be introduced in the near future."

Known for its bold fashion declaration and red carpet wear, Rihanna has been working with many brands in recent years.

In cooperation with LVMH group's beauty incubator Kendo, launched the beauty makeup product line Fenty Beauty, within a few weeks, sales exceeded $100 million.

To launch sportswear and footwear series with the German sports giant Puma.

Cooperate with California TechStyle Fashion Group fashion technology company to launch underwear brand Savage x Fenty;

In collaboration with Manolo Blahnik, a luxury shoe designer in Spain, two limited edition shoes were launched. The huge traffic flow even resulted in the breakdown of the micro website that released the series of shoes.