A D O R N A D A P T I V E L I N G E R I E B Y R I H A N N A Celebrating diversity and inclusion by empowering disability awareness in the industry. EXECUTIVE SUMMARY

INDUSTRY RESEARCH Disability Awareness in Fashion

MERCHANDISING PLAN

OMNI-CHANNEL LAUNCH PLAN Table of In-store and Ecommerce

MARKETING CAMPAIGN Contents Advertising and Release of ADORN

PROFIT & LOSS STATEMENT

SCALE & GROWTH PLAN

APPENDIX EXECUTIVE SUMMARY WE A D O R N ALL Savage X is lingerie for everyone.

The Adorn Collection by a Savage X Fenty provides adaptive lingerie at an affordable price point, at an accessible rate. The need for more adaptive collections accelerates with the overall growth of the lingerie industry. and her team at Savage X Fenty have been known to disrupt and and redefine the marketplace. By adding adaptive features to classic and provocative styles, the brand will once again change the industry and create a path for inclusive collections. It will be first of many mainstream brands to take a step in normalizing adaptive wear in fashion. Most importantly, the Adorn Collection will continue the brand's mission of empowering confidence, fearlessness, and sexiness to women. INDUSTRY RESEARCH "People are basically forced to hide disabilities, and the existence of people with 1 in 4 women have a disability. less-obvious disabilities gets erased in public forums, especially inPresentations are communication toolfs that can be used as demoanstrations, lectures, speeches, reports, and msore. hion where appearances are key." - Comment on The Lingerie Blog INDUSTRY Rihanna was successful with her inclusive RESEARCH strategy in her first venture, .

Savage X Fenty has been at the forefront

of bringing diversity

and inclusivity to Presentations are communication tools that can be used as demonstrations, lectures, speeches, reports, and more.

consumers in the fashion industry. 0 200 400 600 Revenue in Milions MERCHANDISING PLAN

Each style is made with soft, breathable, and moisture-wicking fabric. They are created seamless, and adaptive fastenings include, hooks and magnets for quick and painless dressing.

Cost: $4.00 Cost: $3.70 Cost: $4.00 Cost: $8.80 Cost: $7.00 Cost: $6.00 Cost: $6.00 Retail: $18.00 Retail: $18.00 Retail: $18.00 Retail: $30.00 Retail: $30.00 Retail: $25.00 Retail: $25.00 MERCHANDISING PLAN OMNI-CHANNEL DISTRIBUTION

Online Store In-store Available to ship globally OMNI-CHANNEL ALLOCATION An Accessible & Affordable Collection

Fenty Ecommerce 1401 Stores in the U.S. 15%

Target Ecommerce 8%

Target Stores 77% TARGET MARKET "I WANT TO FEEL SEXY" Women with a disability that is not comfortable in her lingerie now. 18 to 40 years old.

She feels unheard and unseen when shopping in Essentially any woman general. who is looking for sexy lingerie that fits her disability needs (feel or closure). MARKETING: COLLECTION LAUNCH

Launch a virtual fashion show accessible on computers, tablets, and phones.

Feature women of WE ADORN ALL SHOP NOW visible and invisible disabilties. MARKETING: SOCIAL MEDIA

We see you @mamacax Target Adorns ALL! Shop #SavageXAmbassador @SavageXFenty's Adorn Adaptive Lingerie now. Link in Bio #AdornAll

Feature influencers and models with disabilities across all channels. FINANCIALS: PROFIT/LOSS

Both Savage X Fenty and Target will keep separate financials. ADORN Collection Because Target's consumers age 20.1% range from young to old, this is an $150 Million opportunity for Savage X Fenty to broaden their customer market to estimated annual revenue for Savage X Fenty an older generation. Women with disabilities don't feel they can find lingerie that fits their needs. This $7 Million Other Collections 79.9% collection will offer them basics Cost of Goods with neutral and trendy colors, causing more impulse to buy. See Appendix C and D for additional information. FINANCIALS: PROFIT/LOSS

These financials are based on Victoria's Secret's financial statement from 2019. The operating costs $30.2 Million for Savage X Fenty would look similar, as they are competing brands. Sales from August 2020 to January 2021 Marketing costs will be split up, because both 76.5% Target and Savage X Fenty do exponentially well with their current marketing assets and strategies. Gross Margin 32% Because lingerie of sales go to operating is an everyday essential for all women, so there is expenses. no large difference in

See Appendix C and D for additional information. allocation of sales by month. PERMANENT ITEMS The collection will be sold at all Target stores across the USA.

ADD MORE PROVOCATIVE STYLES Keep the customer interested and excited about the collection in SCALE & the future. GROWTH Keep encouraging women with disabilities they can feel sexy too. C OLLABORATE WITH MORE DESIGNERS 15% of the world's population have some type of disability. Fenty X Savage will showcase their developments and collaborate with designer's around the world to modify the collections to globally showcase. APPENDIX A

The retail industry is rapidly changing every season, and with each year, designers and retailers find ways to embed inclusivity in their brands and products. Inclusivity is a phenomenon that is still progressing as companies are working towards changing fashion culture. According to The Female Quotient at Think with Google, retailers are addressing different aspects such as multiculturalism and body positivity more than ever before as society is responding more to diverse and inclusive ads and products (See Figure 1). The awareness of disabilities and health concerns has exponentially grown amongst the fashion industry in the past year. According to the federal Office of Disability Employment Policy. Americans with disabilities make up the third-largest market segment in the U.S., but a majority of those people feel ignored when it comes to (Cerullo, 2018). Mindy Scheier, president and founder of Runway of Dreams, says “People with disabilities are spending more than the average person on clothing because nine times out of 10, they get their clothes tailored” (Cerullo, 2018). Brands have started inclusive marketing with people with different disabilities, but only a few have launched an “adaptive” clothing line. The designs reinvent apparel for those who may have different functioning bodies. In 2016, Tommy Hilfiger teamed with a nonprofit, Runway of Dreams, to produce fashion more accessible to people with disabilities, especially children. In 2018, Tommy Hilfiger introduced the adaptive line which featured magnetic buttons, adjustable hems, and bungee-cord and Velcro-brand closure (Rivas, 2018). Nike took a similar approach with their sneakers. In 2012, Nike designer, Tommy Hatfield started working on laceless sneakers after a boy with cerebral palsy wrote to Nike explaining he relied on his parents to lace up his (Clack, 2019). After three works of research and prototypes, Nike announced the FlyEase sneaker, a that features Velcro, zippers, and other fasteners other than laces. In 2019, the major company invested in a laceless shoe company called Handsfree Labs Inc, proving they are dedicated in designing more adaptive apparel for people with disabilities (Bloomberg, 2019). APPENDIX B

Savage X Fenty will develop an adaptive lingerie collection called ADORN for the spring season in 2021. The collection will strive to cater to women of different disabilities, mainly those who have limited mobility. In fact, one in four women have some type of disability, and Savage X Fenty will be able to market to a majority of these women (cdc.gov). The lingerie brand already markets to women aged 18 to 40, and this is an opportunity to expand to older women. In 2013, the founder Cora Harrington, founder of the blog The Lingerie Addict, wrote an article about how the lingerie industry should consider different disabilities and health needs. She wrote: “Different people have different problems and need different things.” About 60 readers who have different disabilities and concerns commented on the post about how they feel the same way, explaining how they have trouble finding the comfortable bras that are easy to put on. To keep their commitment to inclusivity and accessibility, ADORN will be offered in Target. In 2019, Target was the 12th on the 2019 Global Powers of Retailing list, proving dominance in the industry (Farfan, 2019). Not only does Target is one of the largest retailers in the States, but it also went international, offering shopping to residents of more than 200 countries and territories through an international version of its website (Mclean, 2015). Statista.com estimated the lingerie industry will keep growing in market value and will reach almost 12% in the U.S. (See Figure 1). Savage X Fenty is only sold on the website, while Target has 1868 open stores in the U.S. This year, Target has broken into the top 10 ecommerce retailers at number eight (Perez, 2020). As the market is growing, Savage X Fenty and Target can utilize a strong omnichannel strategy to prove to consumers they are devoted to the needs of the lingerie industry.

ADORN by Savage X Fenty will feature versatile lingerie similar to the current assortment, ranging from everyday bras and underwears to a few provocative pieces. The collection will carry sizes from XS to 3X. The goal is to make all garments sensor-friendly and seamless with the soft feel of a silk cotton blend fabric and feature front and side fastenings. Besides traditional hooks, the bras and underwears will have magnetic closures and Velcro adjustment straps. APPENDIX C APPENDIX D Sources

Disability Impacts All of Us Infographic. (2019, September 9). Retrieved from https://www.cdc.gov/ncbddd/disabilityandhealth/infographic-disability-impacts-all.html Farfan, B. (2019, January 29). The World's Largest U.S. Retail Chains. Retrieved from https://www.thebalancesmb.com/worlds-largest-us-retail-chains-2892856 Harrington, C. (2015, August 6). Diversity is More Than a Bra Size: What It's Like to Be a Woman with a Disability in the Lingerie Industry. Retrieved from https://www.thelingerieaddict.com/2013/06/diversity-is-more-than-a-bra-size-what-its-like-to- be-a-woman-with-a-disability-in-the-lingerie-industry.html O'Connell, L. (2019, November 22). Lingerie: retail market value U.S. 2015-2025. Retrieved from https://www.statista.com/statistics/711755/value-of-the-us-women-s-lingerie-market/ Perez, S. (2020, February 24). Target breaks into the top 10 list of US e-commerce retailers. Retrieved from https://techcrunch.com/2020/02/24/target-breaks-into-the-top-10-list-of-u-s-e-commerce-retailers/ Robert, M. (n.d.). Target goes international with new website. Retrieved from https://money.cnn.com/2015/10/30/news/companies/target-shipping-international/index.html Rogers, B. (2018, January 16). TechStyle Fashion Group Creates Tech Platform To Launch Fashion Brands. Retrieved from https://www.forbes.com/sites/brucerogers/2018/01/10/techstyle-fashion-group-creates-tech-platform-to-launch-fashion- brands/#6d2c010d6004 Stych, A. (n.d.). Retrieved from https://www.bizjournals.com/bizwomen/news/latest-news/2019/08/rihannas-lingerie-line-savage-x-fentygets-50.html?page=all Bloomberg. (2019, November 21). Nike Invests in Adaptive Footwear. Retrieved from https://www.businessoffashion.com/articles/news-analysis/nike-invests-in-hands-free-footwear Cerullo, M. (2018, December 13). For people with disabilities, a trend in "adaptive" clothing. Retrieved from https://www.cbsnews.com/news/for-people-with-disabilities-a-trend-in-adaptive-clothing/ Clack, E. E. (2019, November 22). Nike's FlyEase Continues Smart Innovations in Growing Adaptive Fashion Market. Retrieved from https://footwearnews.com/2019/focus/athletic-outdoor/nike-flyease-adaptive-shoes-hands-free-1202877446/ Fenty Beauty's Competitors, Revenue, Number of Employees, Funding and Acquisitions. (n.d.). Retrieved from https://www.owler.com/company/fentybeauty Perceptions on diversity & inclusion - Think with Google. (n.d.). Retrieved from https://www.thinkwithgoogle.com/consumer-insights/thought-leadership-marketing-diversity-inclusion/ Rivas, M. (2018, April 4). Tommy Hilfiger's New Campaign Features Models With Disabilities. Retrieved from https://www.teenvogue.com/story/tommy-hilfiger-spring-2018-adaptive-collection Shang, A. (2019, September 18). Savage x Fenty RTW Fall 2019. Retrieved from https://wwd.com/runway/spring-ready-to-wear-2020/new-york/savage-x-fenty/review/