BROOKLYN, NY - SEPTEMBER 12:  Bella Hadid, Rihanna and Gigi Hadid pose backstage for the Savage X Fenty Fall/Winter 2018 fashion show during NYFW at the Brooklyn Navy Yard on September 12, 2018 in Brooklyn, NY.  (Photo by Kevin Mazur/Getty Images for Savage X Fenty )
BROOKLYN, NY - SEPTEMBER 12: Bella Hadid, Rihanna and Gigi Hadid pose backstage for the Savage X Fenty Fall/Winter 2018 fashion show during NYFW at the Brooklyn Navy Yard on September 12, 2018 in Brooklyn, NY. (Photo by Kevin Mazur/Getty Images for Savage X Fenty )
NEW YORK, NY - MAY 10: Rihanna launches global lingerie brand, Savage X Fenty at Villain on May 10, 2018 in New York City. (Photo by Kevin Mazur/Getty Images for Savage X Fenty)
NEW YORK, NEW YORK - SEPTEMBER 10: Alek Wek walks the runway for Savage X Fenty Show Presented by Amazon Prime Video on September 10, 2019 in New York City. (Photo by Craig Barritt/Getty Images)
BROOKLYN, NEW YORK - SEPTEMBER 10: Bella Hadid onstage during the Savage X Fenty Show Presented by Amazon Prime Video - Show at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by Kevin Mazur/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
BROOKLYN, NEW YORK - SEPTEMBER 10: Models onstage during the Savage X Fenty Show Presented by Amazon Prime Video - Show at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by Kevin Mazur/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
BROOKLYN, NEW YORK - SEPTEMBER 10: Gigi Hadid walks the runway during the Savage X Fenty Show Presented by Amazon Prime Video at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by Dimitrios Kambouris/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
View Gallery6 張相片

Fashion

Savage x Fenty 的出現加速 Victoria’s Secret 時裝展走向滅亡

by Katherine Ho

3 Dec 2019

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先前 Victoria’s Secret 取消品牌最為標誌性的內衣騷,而 Rihanna 所有開創的 Savage x Fenty 無疑是助長品牌關閉的重要一擊。Victoria’s Secret 的「天使」及夢幻粉紅色與當今的內衣文化漸行漸遠。 價值131億美元的的 Rihanna 內衣品牌則身處於商業與文化的中心, Victoria Secret’s 是難以複製的。

當初 Savage x Fenty 籌集了5,000萬美元,以出色的多樣性產品設計及時裝展來凸顯品牌對社會包容性的價值及形象,肩負着拯救獨一無二女性內衣的使命。而同一邊廂,Victoria’s Secret 的內衣時裝展在201812月的時候收視率不斷下降,僅剩330萬,與2011年所吸引的1030萬觀眾成績每況愈下。

BROOKLYN, NEW YORK - SEPTEMBER 10: Margie Plus walks onstage during the Savage X Fenty Show Presented by Amazon Prime Video - Show at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by Kevin Mazur/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
BROOKLYN, NEW YORK - SEPTEMBER 10: Tabria Majors onstage during the Savage X Fenty Show Presented by Amazon Prime Video - Show at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by JP Yim/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
NEW YORK, NEW YORK - SEPTEMBER 10: Models and Normani walk the runway for Savage X Fenty Show Presented by Amazon Prime Video on September 10, 2019 in New York City. (Photo by Craig Barritt/Getty Images)
BROOKLYN, NEW YORK - SEPTEMBER 10: Margie Plus walks onstage during the Savage X Fenty Show Presented by Amazon Prime Video - Show at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by Kevin Mazur/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
BROOKLYN, NEW YORK - SEPTEMBER 10: Tabria Majors onstage during the Savage X Fenty Show Presented by Amazon Prime Video - Show at Barclays Center on September 10, 2019 in Brooklyn, New York. (Photo by JP Yim/Getty Images for Savage X Fenty Show Presented by Amazon Prime Video )
NEW YORK, NEW YORK - SEPTEMBER 10: Models and Normani walk the runway for Savage X Fenty Show Presented by Amazon Prime Video on September 10, 2019 in New York City. (Photo by Craig Barritt/Getty Images)
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相反 Rihanna 卻選擇擁有1 Prime 訂閱帳戶的 Amazon Prime Video 平台上演第二年度的內衣時裝展,將酷炫的時尚內衣向200多個國家觀眾展示。

因此 Rihanna 在商業市場及時裝設計上,都以各種款式、大小、不同膚色為天下的女性造福,拉近種族之間的差異,也將這種世界大同的觀點潛移默化,成為 Fenty 的代名詞。最有力的證明莫過於 Fenty Beauty 提供超過50個色調的粉底液,光是第一年便賺取5.58億美元收入的神話。

雖然 Victoria’s Secret 在今年也紛紛加入大碼設計以亡羊補牢,但事實上今年銷售量便下降了6%,更解僱15%的員工,股價更下跌超過25%以上。可見 Victoria’s Secret 正面對極大的品牌轉型問題,只有改變才能保住在美國最大內衣品牌市場佔有率的地位。

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