Rihanna has been at the leading edge of promoting women with a variety of skin tones, her brand is far from the only one to be inclusive in terms of body size, an issue heavily promoted by brands like American Eagle Outfitters among others.

Even so, Rihanna is getting much of the credit for revolutionizing the intimates industry one that is still dominated by Victoria’s Secret. According to market research firm Euromonitor International, in 2018, Victoria’s Secret was the market share leader in the women’s intimates apparel category, both the U.S. and internationally, with 24 percent and 4 percent of the market, respectively. That same year, Victoria’s Secret sold $7.4 billion worth of bras and underwear.

All of which begs the question: Just what is Rihanna’s brand offering that isn’t already out there?  The answer might simply be just a little bit more of Rihanna.

The core strength of Savage x Fenty is very much Rihanna,the products themselves are similar to products that other brands carry. Savage x Fenty offers bras in cup sizes from A through H. But so do a number of other brands. Continue reading →