Society for Case Research Spring Conference MBAA

Experience level: 
Intended Audience: 
Bradley W. Brooks, Steven M. Cox, Cara O. Peters

Rihanna’s Savage X Fenty Lingerie: Deceptive Marketing for All Body Types?

A business partnership between pop star Rihanna and TechStyle to sell Savage X Fenty (or X Fenty) branded lingerie seemed like an ideal business start-up and sales started out strong. Rihanna provided the company star power and the products were designed inclusively for all body types, sizes, and ethnicities. However, two years into the business venture consumers were complaining about the company’s membership opt-out requirement and about the lack of transparency in pricing on the website. Accusations of deceptive marketing threatened the company’s image. This critical incident is well suited for undergraduate courses in principles of marketing, pricing, consumer behavior, branding, marketing strategy, and marketing ethics.