Client based in

Paris, France

Industry

Fashion/Consumer Goods

Scope of Work

Brand Foundation & Marketing Planning

Business Challenge

FENTY fashion launched in May 2019 as a unique partnership between LVMH & Rihanna. Its current mission is to disrupt the fashion industry & change the luxury archetype by making it more accessible & in line with the 21st century.

FENTY was looking for brand strategic recommendations that would help them achieve their vision of becoming a leading “Post-feminist, post-racial & post 20th Century” luxury fashion brand.

Deliverables

PLB LAB was asked to help land two key deliverables:

A sharp consumer definition

A clear brand foundation including mission, vision, positioning & values

3i focus

Insights + Ideas

We partnered with This Memento out of Amsterdam to conduct in-person & online qualitative research in two key cities: London & New York. We then ran a 2-day workshop with FENTY Leadership in their Paris Headquarters, and landed a consumer definition & a brand foundation.

Results

The new platform was enthusiastically approved by Rihanna before being rolled out across the Company. It had started to inform all of FENTY’s brand activities before the partnership between LVMH & Rihanna was put on hold in February 2021.