WEBSITE BLOG REPORT Savage X Fenty: A Digital Business Strategy Analysis of savagex.co.uk Today, brands are no longer competing on product quality within the digitally driven fashion industry but they compete on the ground of experience, data, inclusivity & digital innovation. Savage X Fenty is an e-commerce based digitally native lingerie and fashion brand, founded by Rihanna in 2018, highly focused on inclusiveness, body positivity and membership-based e-commerce. The UK site (savagex.co.uk) is a digital expansion strategy of the brand and a suitable object to examine its e-business model, digital strategy, marketing, CRM practices, and cybersecurity measures. This blog critically analyzes the web site of Savage X Fenty on the basis of the applicable academic theories, including e-business models (Timmers, 1998), the competitive strategy of Porter (2008), digital marketing model by Ellis-Chadwick and Chaffey (2016), and customer relationship management theory (Payne ...