Beyoncé releases new Ivy Park collection after launch edition was a hit online
Report card: How is the brand doing now?
Workout enthusiasts, Beyoncé fans and plain old fashionistas all make up part of the consumer network responsible for the Lemonade creator’s clothing line Ivy Park becoming a hit in just six months. Beyoncé is a brand. Her music, family and artistry represent a threefold system that has allowed the pop star to expand her brand as she continues to reach greater heights.
After the April launch of Ivy Park in stores, Beyoncé took to her Instagram account to reveal images of the new fall collection.
The new line is a joint venture with Sir Philip Green of Topshop and like the first collection represents the casual collision of Beyoncé’s athleticism and chic style. It’s available in Topshop stores and online.
The initial collection was sold at Nordstrom. According to an online analysis conducted by Slice Intelligence, Ivy Park landed at the top of Nordstrom’s list in online sales, beating out top-selling brands such as Estée Lauder, Vince Camuto, Lush and Nike. Slice Intelligence compiles the data from e-receipts — a common Nordstrom practice — that cross-promotes and tracks consumer spending habits. E-receipts also help marketing firms and research agencies track how brands such as Ivy Park compare with others in the marketplace. Slice Intelligence compiled the online shopping habits of 4 million shoppers to report Beyoncé’s first collection.
“Bey’s brand sold nearly 20 times as much as [fashion designer] Derek Lam’s lineup did over their respective launch periods, and purchasing power was eight times larger than the Beyond Yoga release,” Slice researchers said.
The analytics firm found that 40 percent of online buyers were cross-supporters. These Ivy Park buyers also “purchased her music, and a quarter of these fans own her newest album” while 11 percent of them were Tidal subscribers. The music streaming outlet is headed by Beyoncé’s husband, Jay Z, and other performers. Buyers spent an average of $129 per order on the launch collection and Ivy Park’s top-selling products are leggings.
To introduce the new line, Beyoncé shared a video featuring some previews of the collection.
“I stretch my body out like the horizon. I teach my body every day to go a little further. I know what it’s capable of. I’ve seen it perform miracles,” Beyoncé says during her narration.
The video highlights some intimate family moments and performances from her Formation Tour.
“Even when my throat is burning, my lungs feel like they’re drowning, sweat is stinging my eyes, my feet feel like they’re going to explode, when I’m about to give up, I picture that one person I love more than anyone,” Beyoncé says in the video as snapshots of Jay Z and their daughter, Blue Ivy, appear on-screen.
“I picture them wherever they are in the world and I imagine myself running toward them. I see their faces. They are smiling and they’re cheering. They are so proud of me, they are shouting my name and I make it to the end. I push past the pain and I find love.”
This is not Beyoncé’s first rodeo in the clothing line world. She and mother, Tina Knowles, launched House of Deréon in 2006. Other pop entertainers such as Sean Combs, Russell and Kimora Lee Simmons, Jessica Simpson, Pharrell Williams, Rihanna, Carlos Santana, Kanye West, Jennifer Lopez, Nelly, Victoria Beckham and 50 Cent have all dabbled in clothing.
PUMA reported in its first-quarter statement for 2016 that sales were up 3.7 percent, or nearly $975 million with footwear being the main factor. The company attributed some of the growth to the launch of FENTY PUMA by Rihanna at February’s New York Fashion Week, and the fact that styles were developed for the female consumer.
Combs’ men’s sportswear line Sean John debuted in the spring of 1999 and was an instant success. Sold in retail shops controlled by Bloomingdale’s, Macy’s, Belk, Carson’s, Bernini and Fred Segal, almost 18 years after its launch, Sean John rakes in more than $400 million in annual sales.