After the Fall/Winter 2019 collection of Rihanna’s Savage X Fenty show debuts during New York Fashion Week, the show will be available to stream exclusively for Amazon Prime Video subscribers on Sept. 20 in more than 200 countries.
The Amazon Prime Video special will also include an exclusive behind-the-scenes look at the making of the show, which will consist of “performances from some of the hottest acts in music” as well as feature models, actors and dancers wearing styles from the collection, per Amazon’s press release.
Why it’s Hot:
Potential Retail Tie-In: There is a huge opportunity for the brand to follow up fashion show viewership with product communications through Amazon Prime, directly tying hand raisers to product purchasing.
Inclusivity is IN: Victoria’s Secret cancelled its annual televised fashion show in May, after the broadcast hit a new ratings low on ABC (likely due in part to their CMO’s very unpopular comments in November – he also recently resigned). The growing popularity of Savage X Fenty is indicative of a larger trend – in the wake of the body positivity and inclusivity movements, brands who embrace diversity are poised to take the lead.
Voice shopping is increasingly becoming mainstream – by next year, it will eclipse $40 billion. And when shopping using Alexa, 85% of people go with its recommendation for products. So, Honey Nut Cheerios used Amazon Prime day to become the #1 cereal brand on Amazon, and the “cereal” default for millions of customers (80% of whom were new to the brand). They offered free Honey Nut Cheerios to anyone who spent over $40 on Amazon Pantry (as well as a $10 discount on their cart), automatically making Honey Nut Cheerios part of peoples’ order history, thus making them the default for those people who might say “order cereal” in the future.
Why it’s hot:
1) It’s hot: Honey Nut Cheerios is getting in on the ground floor. Before voice shopping truly becomes commonplace behavior, they’re powerfully establishing themselves as the default choice and #1 grocery item on Amazon Pantry.
2) It’s not: It feels a bit too aggressive. People choosing Honey Nut Cheerios when they were offered for free (with a $10 cart discount to boot) doesn’t mean they want them in the future. Should brands be placing themselves not just in the consideration set (as a recommendation), but solidifying themselves as the default for transacting?