Rihanna has been at the head of a fashion frenzy. From her “Fenty” apparel line, to her latest makeup launch, fans just can’t get enough of Rihanna’s style. Rihanna found a gap in the fashion market that was perfect for her to fill. She created an apparel line that’s edgy, yet feminine, and a high-end make-up line that caters to all variations of African-American skin complexions. The Fenty brand includes clothes, shoes, and now there’s the “Fenty Beauty” makeup collection, but it doesn’t have to end there. The Fenty collection can continuously expand and consumers will continue to buy, all because of one thing – a strong and protected brand.
The key to Rihanna’s domination is in the trademark registration. A trademark is generally a word, phrase, symbol, design, or a combination thereof, that identifies and distinguishes the source of the goods of one party from those of others. In other words, a trademark protects brand names and logos of companies that provide goods and services. Rihanna’s Fenty brand currently has 12 pending trademark applications, eight of which are for the Fenty Beauty brand. As a savvy entrepreneur with an intelligent legal team, Rihanna understands the importance of brand protection and how her investment in federal trademarks can expand her influence across multiple industries.
Trademarks are categorized by classes of goods and services. A class is a category of goods and/or services, like t-shirts or make-up. Each trademark application can include numerous classes, but you want a class that is specific to your good or service yet broad enough to cater to the expansion of the brand. Regardless, your best bet is to secure your trademark for all of the goods or services that you currently offer, and plan to offer in the near future. The work that you put in to promote and protect your first brand will certainly reflect in the sales you receive for subsequent products or services that you offer.
You don’t want to mess up a good thing right, so when is the best time to expand? It’s all about risk-taking and active-listening. When you develop a brand, it’s like a child – it needs nurturing, love, and support to grow. You nurture the brand by building it with the proper business and legal foundation. Love the brand through the three P’s: Principles, Presentation, and Promotion. You must build the brand around the principles that are most important to you from its inception. Present the brand with expertise, precision, and consistency. Then, you promote the brand with every waking opportunity. If you don’t see an opportunity being presented to you, create it on your own. The best things take time so don’t rush the process.
Finally, active-listening. This is where it’s all about the consumers and your fanbase. Don’t shy away from critiques and don’t ignore the praise. When the consumers of your brand express their desire for more or a change, listen to them. If numerous people are asking for the same new product from your brand, my friend, it’s time for alterations and expansion. Your brand will flourish when you give the people what they want.
If you take away anything from this article, remember, promotion leads to consumer recognition. Rihanna and her team have diligently promoted her exclusive products. They’ve done such a great job that it’s difficult to keep the products on the shelves. You don’t have to be a world-renowned celebrity for that level of branding success. Your brand name and/or logo should be heavily promoted by YOU. You and your brand should become inseparable. It’s easier to promote something you truly believe in, so make your passion your brand. Then, protect it with a trademark and now we’re talking!
Antonisha Baker, J.D.
Law Clerk and Editor in Chief, Entertaineur, Esq.
Image 1: https://m.sephora.ae/wysiwyg/Fenty_Landing_Page.jpg
Image 2: http://media.ycmc.com/media/catalog/category/fenty-header.jpg