The Fall of Ivy Park
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- čas přidán 23. 03. 2023
- Beyoncé's Ivy Park never was successful. From it's early days as a co-enterprise with TopShop, it was never profitable and was doomed to failure for its dated marketing, peculiar place of sale and off-brand product. They finally decided to part ways with Adidas, but this doesn't mean it is the end for the brand. They've lived through failure before, so they could come back. It's just with such a public downfall, its unlikely they will.
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Did you ever own something from Ivy Park?
I was interested in the first collection, but never bought anything as it never stuck to me
I got me a hat and I always get compliments from it
Yes; I own several pieces from different collections, with the most from the Halls of Ivy. The storytelling/world-building behind that & Rodeo were what really drew me into the brand.
Nope!
Nope 😅 - never really saw the appeal of wearing a brand just because a celebrity owns it. Didn’t strike me as anything special
This is the problem when you have a brand that you do not personally wear. Beyonce doesn't wear her own designs publicly. Doesn't do press to promote her brand. Doesn't promote her own brand personally directly to fans. Now compare that with Skims where Kim wears her brand and also has her sisters wear the brand. Beyonce doesn't engage with her fans directly and ask them what they like about the clothes and what they would like to see in the next collection. She also doesn't do a lot of behind the scenes with her brand and make it personal. She doesn't engage with the media or paparazzi to promote her brand. Beehives truly didn't connect with the brand because it is far from Beyonce's personality. Compare that with Kanye that is all about his brand. He wears Yeezys. Then compare that to Rihanna who wears her Fenti and Savage brands. Compare that to Selena Gomez who is all about her Rare beauty and consistently promotes the brand with her fans. Beyonce has to balance her need for privacy and her desire to generate wealth from her brand.
Yeah, it’s so offbrand that she doesn’t relate to it even enough to wear, you’re not wrong. It comes across disingenuous, no wonder it didn’t pick up with her main fan base.
Yes ! Spot on we never see her exercise or even out and about in athleisure, i personally found the collections too much and the designs sub par
@@ndidindekwu4574 the designs are lovely that's not the point. The point is that people support celebrity brands because it makes them feel closer to the celebrity. They feel like they are part of the same tribe. They feel united and in it together. They feel like they are on the same level. People often buy with their emotions not their heads. When it comes to celebrity brands it's their emotions all the way. Look at Jennifer Aniston with her Lolave brand that just launched a few years ago and its selling like crazy. She maintains her privacy and still promotes the product regularly. Look at Tracee Ellis Ross and her Pattern Beauty. Look at Oprah and her brand or products. They constantly connect with their audience. You gotta be about your brand and promote the heck out of it if you want it to succeed. That's how it becomes a success. Fans want to be able to identify more and more with the celebrity they buy from. This didn't happen with Ivy Park because outside of the launch campaigns you don't see Beyonce out and about enjoying the brand and rocking it as part of her lifestyle. She doesn't actually wear it out or post casual photos when she's out and about in the brand. Doesn't interact with her audience directly or engage them when it comes to the brand. Hence the disconnect with fans. This has happened with all the clothing brands that she has put out. Even Jlo Beauty is a massive success because Jennifer Lopez is all about her brand and constantly promoting it. House of Dereon and then Ivy Park both failed to find a solid audience because the person the brand is built around doesn't use it or promote it. When you don't give the media interviews but expect them to promote your brand, say what? It's showbiz baby. You gotta play the game. Give a little to get a little. It's the third time her clothing brand has failed to connect with her target audience. When you have almost 400 million followers that love you like crazy and follow your every move but you cannot still sell beautiful designs to them then you know it's not about the design or the audience. It's about the lack of connection with the product. It's a strategy problem. They got money, best designers and a wide hungry audience yet they couldn't sell. Strategy is king always.
Just like she wants everyone to carry Telfar while she carries an
Hermes Birkin. Cheap stuff for thee but not for me
@@Jersey1971 she do wear her telfar
Might be wrong, but I feel like the collections always lived in the digital realm and not in real life. Like I would see people post about this on social media and see pics of them in their bedrooms. But i never saw any of these items being used in the wild.
I can count the amount of times I saw someone wear it on one hand and thats pretty much because I went to a sports uni (not to do sports) it just difnt have the buying appeal to get people past the cash register 🤷
Exactly. Beyonce is not relatable and was never known for her fashions. Plus the clothes are ugly and ridiculously priced to be honest 🤷♀️
Great point. I totally agree with you.
“…in the wild.” is so funny to me 🤭
I've Never seen ivy park out in the wild... Only online..you're completely right !
If Beyoncé wants to sell to the general public, she’ll have to come down from her throne to connect with the general public. Even the Queen of England came off her throne to meet her subjects fairly regularly, so if Beyoncé can’t be bothered to do that, what makes her think that she will have anything appealing to sell to us. Her personal brand is what is missing from these products. If she wants to remain a recluse then she needs to put out products that make sense and are cohesive to what we do know about her i.e. we know that she’s a dancer = dancing apparel, we know that she’s an overachiever and she’s glamorous = glamour Fashion, we know that she is a recluse and loves to stay at home = loungewear apparel. This makes sense the sportswear stuff not so much.
Theres a french saying thats along the lines of you cant have the butter and the money for the butter, I think it really applies to Beyonce. You cant benefit off of a public personality if you dont give us a public personality
@@understitchYT Agreed!
I never understood following people that NEVER engage with you. I think the same for regular people with a mildly large following. You won’t find me on their pages. Why am I commenting & you can’t even be bothered to respond. Like seriously who does that!?!? It’s the equivalent of chasing someone down the street to talk to them & they just keep ignoring you. I’m sorry I know my worth. You’ll never catch me bowing to a single soul. ✋
@@yanikeonpurpose right! I honestly deleted most of social media for that reason. I keep my circle small. I had 1000 friends on Facebook. Thousands of “followers between Instagram and Twitter” that I didn’t even know, and it was like why? If one day I start a business, I’ll network through my business. Until then, I’ll stick to CZcams for news and my Facebook messenger 😂
it was taking away from reality to consistently keep up with the metaverse.
She’s not a queen she’s just a singer. Elizabeth was an actual queen.
The Idea that any celebrity can achieve what Kanye did with Yeezy Is the cause for all of this
agreed
Pretty much, he started in 2009 ish right? So it would be the right time for them to think any celeb could do it
This isn’t entirely true. Don’t forget about Deréon. Beyoncé started that in 2006 with her mother and uncle.
@@yvesvixxen I can’t believe you compared the global brand that Yeezy is vs Dereon which is a little known brand in US(most Americans wouldn’t even know what you’re talking about if you mentioned the Dereon name) which made made little to no impact on fashion or culture. Yeezy brand has impact globally, in fashion design& culture(they did torn tees & ugly space like sneakers & other footwear before anyone else but now these shapes and designs are norm now)…Yeezy is everything that Ivy Park tried for but failed, so never mind Dereon who?. I love Beyoncé but don’t think she’s fashion nor athletic star. She’s an amazing performer but don’t know if her secrecy with her life also is the problem when she tries to build any new brand through her image& name…we adore her but we honestly don’t know her as she’s not allowed us in, she’s curated her whole life& gives us most polished snippets. We know Kanye’s creative genius & madness & his outbursts, his unraveling post losing his Mum Donda…a part of his story feels relatable millions…we’ve all felt lost in our lives so devastating that it defines a huge part of our lives. we know Riri’s rags to riches, bag gal who’s loved loudly as we watched but turned billionaire story. I just can’t relate to Bey in any way…might be because she’s closer to my Mum’s age(who’s late 40s) than say Riri who I feel a bit more youthful even though she’s much older than me still. I don’t know, Bey needs to figure out her thing beyond performance& music related, if that’s what she wants
@@thandisilec835 I’m not reading that.
Ivy Park never appealed to me because sportswear it’s just not part of my personal style. That said, athleisure is a huge category that has been very profitable for several years now, so it was always very odd to me that I never could quite figure out who the target customer base was other than just Beyoncé fans. Thank you for posting this video. I think you did a really great job of explaining why Ivy Park didn’t succeed as a brand.
I think the real rise of sportswear was partially because of sports but also because of a cultural shift in what we wear in our downtime. Innovations in textiles have made sportswear as comfortable if not more comfortable than loungewear for many (esp women who want to get more support from sportswear than a hoodie). So with that shift it got the capitalist wheels turning at to what would be the best product for this shift, then it becMe more fashionable and we ended uo in the athleisure trends we had/have. Its not my style either tbh, but Ive got one or two pieces for fashion purposes, though I own sweatpants for loungewear now so thats a real change on my end (I was always a pjs kind of person) id wager theres a lot of people like myself that though they werent much in on the trend side it did cerulean belt itself down to some part of our wardrobe. But now weve got to that part, we dont need a replacement yet and the sales are drying up. Ivy Park tho never fit into any part of that lifecycle and so it was bound to fail from the go really, tho I think it couldve succeeded with the right message
her personal brand is being a performer, her aesthetic is a kind of show girl and 90s diva.
and I think this is a very hard to sell to ordinary people. ivy park with adidas always seemed like an excuse for people to dress like a pop singer, but they never made it obvious, so I guess people didn't know what they were wearing.
Youre right, her brand is intangible, you cannot package it easily. Honestly same with britney, its harder to package, thats why she did well by attaching her name to preexisting styles, circus, schoolgirl etc. Even Mariah who has a similar personal brand has butterflies, so trying to make a brand without a tell (aside from just slapping the name on it) was a bit foolish. Also its so close to the name of her baby that its a bit icky
@@understitchYT why is it "icky" to use her childs name?
@@doggowar in the same way its icky to use your children for views on youtube, its profiting off them
@@understitchYT oh god... have the same energy when eryka badu and kim k post tiktoks with their children. Or when rihanna constantly shows of her pregnant belly "because it's her unborn child". Or when blake lively talks about her children in inerviews since they can market that too. Pls it's ridiculous
@@understitchYTI’m sure Blue is also profiting.
Beyoncé doesn’t even feel like a real person. Her brand is a fantasy. It’s all shimmer and glamour. A polished, perfect, untouchable entertainer. While I don’t view her as any of those things, that’s how she presents herself. She needs to touch grass and interact with her fans.
I wonder why she doesnt really, there must be a reason, maybe she wants more time with her family, doesnt like interviews or whatever, but it is curious when trying to push something like a clothing line
@@understitchYT Beyonce was probably told to "shine it up" and not be so country like. So I'm guessing she took that to heart and became more of a socialite.
@@KrisBryant99 You could honestly be right, it very much feels like she was forced to cater to a white audience and dim her pride a lot in general, so its a very believable theory. Also, yes, I agree, the Jonas Brothers are cool
@@understitchYT how was she ever forced to cater to a white audience ?
Damn…thats so sad. But youre kinda right. Damn😢😢😢
I had never seen anyone wear ivy Park and had not even heard anyone talking about the brand ever.
Ive only ever seen very very few people wear it and thats only because I went to a uni with a lot of sports (no I didnt partake) and honestly it was such a very particular niche of people that would wear it, it didnt seem like it would have much longevity
Same
Y'all be wearing PINK so much lol
@@joannwilson9097 because PINK is affordable and heavily marketed towards regular people unlike Ivy Park
@@Pink_pr1ncess My best friend has alot of Pink gear and PINK has been around longer but price wise they're about the same to me and I have alot of Ivy Park Gear her stuff looked way better before she did the Adidas collaboration and PINK is very overrated lol
I wanted to love Ivy Park but the price point, the designs and the lack of larger sizes made that impossible. Why would I buy Ivy Park when I can just get a regular Adidas hoodie in my size for the same price or cheaper?
I saw people wearing it but it's for a distinct aesthetic and body type when leave out a ton of fans and just people who appreciate new and interesting ideas.
At TopShop it was half the price of Adidas, I found one source that gave prices and commented on it and then accidentally lost it, otherwise I wouldve discussed it further (I searched so hard through my history I thought Id fooled myself into imagining it)
But yeah, their Adidas pricing was towards their designer end with Stell prices and nowhere near as good design or at least design merit. And really, I think without brand equity in the name specifically, I dont think people would pay that to be an advert for that brand
Yes! I was waiting for the creator to mention how high the price point was for these regular adidas pieces with Beyoncé’s name attached. If the product was going to be Adidas heavy in branding, the price point should have reflected that instead of trying to go couture athleisure route.
Not everything’s made for fat bodies and that is absolutely OKAY. There is a such thing as a specialty
@@JTScott1988 this is such a weird comment ...
1. Who said anything about fat bodies?
2. Even if I was talking specifically about fat bodies it's still puzzling that they wouldn't match what Adidas offers
3. They still had issues having the sizes that they did offer in stock
4. Ivy Park did not "specialize" in any specific size.
Saw some of the offerings in TK Maxx in the UK, not great at all, not well made and looked tacky.
As crazy as this sounds her main problem is she tries to turn everything into a performance and when you’re trying to sell clothes to people it has to be more about the clothes and less about trying to make a mini movie. The commercials didn’t make me want to buy the clothes but it was kinda entertaining watching Beyoncé perform.
Right, performances inherently are inauthentic. We are being presented with a performance, even if its an emotional rendition. But to capitalise on your fame like this, to try to sell a product, you really need authenticity to do the leg work for you. Because we dont knnow anything much about B, its hard to buy into her brands
@@understitchYT y’all wanna be best friends with entertainers so bad that you delude yourselves into thinking you know much about Rihanna. Just like you accuse Beyoncé of putting on a performance, Rihanna is also putting on a performance of relatability.
I agree she wasn’t doing anything for years it seemed and then when she dropped it was a clothing line with cool commercials
Not even the name said Beyoncé, because she's more focused on building an "empire" for Blue Ivy than anything else, just look at the way she fought that wedding planner business that had the name Blue Ivy Events. And when you notice that not even Beyoncé herself wear Ivy Park unless it's for promotion on Instagram, and the way she keeps herself cocooned in her own little world, how did she expect anyone to want to buy anything.
Also the fact that she couldn't come up with a little promo of "buy 2 get something for free" but giving people with money not a few pieces, but the WHOLE collection...😓 yeah, it was NEVER going to work.
So I have insight into this from a podcast. So Jay Z, as you know, was a rapper in the 90s to extreme success. He was rapping about a bunch of brands and noticing the sales would spike from his endorsement. In particular he would rap about some alcohol brand so he approached them for some money or shares or something, some kind of compensation or gesture. They said no, laughed him out the room and offered him 2 free tshirts, so that soarked this idea of well, if he started his own alcohol brand, rapped about it, he could give himself the promotion and benefit from it financially that way. So he did and realised he could make significantly more this way bcs of the diversified portfolio and so did it over and over, some successes and some not. He then began doing deals for music that involved equity instead of money, so he would take shares instead of cash and sell them down the line for sognificantly more. The longer he was with Bey the more she did it too. Famously for coachella, homecoming in that deal with netflix and with Uber too. They shifted their financial plan from cash to equity and thats what made them billionaires and have generational wealth for their daughters. Absolutely a fascinating story, and goes to show its never really been about the business for them so much as the money, it doesnt surprise me one bit that she doesnt wear Ivy Park because it was never meant for her nor something she was passionate about, just a way to diversify her portfolio
@@understitchYT this is so true.. jay z and Beyoncé do things just for money.. not bc they are passionate about it
@@understitchYToh yeah, i remember hearing about this as well. In this case it's just funny how Bey played herself.
It may be me, but if i came up with a product, i sure as hell would want it to do well into the future, especially if i was at her level of success.
You have all of the facts wrong about that case actually so you’re really just parroting misinformation.
@@angeldelmoroable kinda agree because it is still a brand under her name. i'm sure she would still sell should she decide to do somethig else but the "failure" of one venture especially as publicized as this one would always be attached to her name.
Ivy Park suffered from the worst thing you can suffer from as a brand in general: Being forgettable. For me at least, I didn't feel like it was really all that true to sportswear as well. More of it felt like ready to wear with a semi-sportswear look. Felt disingenuous to actual Adidas Sportswear. In terms of memorable pieces theres really only 1 I can think of and its the baggy denim snap pants. I can't say I'm surprised they're moving on from Adidas, match didn't feel there in the first place. Felt more like Beyonce & Adidas capitalizing off each others respective brands.
Yes, very unmemorable, they didnt have their own point of view and so there was noone who could relate to it. Even those snap denim pants had been done before, there was nothing novel about it 🥰
It felt like people waited for advertisement drops more than they did the clothes since fans were all starved for Beyoncé music around the time of the heyday of IVY PARK.
The point is nobody wants to buy celebrity plastic garbage clothes. The landfills are overflowing enough already.
Especially now, seems so wasteful
👏👏👏 100%
Exactly, not to mention the crucial labor conditions foreign ppl are out in to sew/make these clothes for cents/hr
I think Beyonce has been making her brand so elusive and exclusive that people don't feel like they can connect with her. Contrast that with how Rihanna has marketed Fenty Beauty and SxF where her personality is at the front of their marketing with videos and skits on late night television
Yea, Beyonce wasnt hands on at all with her brand, or any of her brands really, even her music isnt written by her, produced, conceived, nothing. Shes a very talented showman, but thats very hard to translate to sales when everything else she does is behind closed doors
I wouldn't say her personality is at the front. Rihanna's brands just fits those 4 P marketing points especially by mentioning her own humble beginnings all the time and also using diversity as a very good marketing strategy . She is relatable too because a lot of the customer's connect to her through her her persona built during the 2010s which makes the customer buy 60 $ sweat shop lingerie. Beyoncé never had that. She wants to be private and not relatable
@@understitchYT this isn’t factual… it’s very known that Beyoncé helps write and especially produces her music. The artist the dream have spoke on this countless times
@@iamsh0t0 I'm waiting to hear the demos before I believe this. People can say anything, but Beyonce has been caught taking credit for things she didn't do before.
@@ggpierson5527 y’all have a bias against beyonce and simply don’t like her so y’all going to believe what y’all want despite the people that’s closes to her telling y’all who she is and how much she does … I prefer y’all just say that than this foolishness y’all trying to pull
I’m surprised to hear that the company lost money in its first year. It seemed very popular on social media, but maybe that didn’t translate to sales.
It seemed that way from england yeah, i guess it didnt translate to the states. Tho the 6 mil they made extra in the seond year was literally all from the states so it did pick up, just not enough
It didn't. It made 200 million profit in the last 3 years. Just didn't mean it's projected profit.
Social media isn't real.
@@ieatalldayandimstillhungry626it didn’t not make 200 million profit. You can’t read comprehend or both
People who go viral in memes are also popular. Doesn't mean they're making money.
I think she should make a collab with a brand that matches her persona and brand image. She's a terrific dancer and a consummate performer, always dancing in high heels and wearing glamourous stage outfits, so why not a shoe line or something similar? Like, you know, heels you can dance all night long and feel like a star. I'd wear glamorous, opulent high heels signed by her name. Also, I think Tiffany is closer to her image, but, on the other hand, it's not affordable for her average fan, but I guess they're not Tiffany's target group anyway.
That’s what I just commented! A dance line would go crazy. Tights, shoes, leotards etc
Maybe that’s what the Balmain x Renaissance Club collab that launched today is about!
I honestly agree completely. Since the Pineapple Dance Co we havent had a really massive brand to take advantage of that niche. A dance line, dance clothes, dance shoes couldve done well, esp if it tied in to her stage persona and did something extremely statement, glitzy, bedazzled along with a core product offeing. And then if they did that they shouldve gone down the name route of sasha fierce, too, bcs obviously thats her stage name. Its amazing they just didnt think about her personal branding at all it seems
Shoes that you can dance all night in !
Lol funny thing is she just announced her own line with BALMAIN!
She should put her ego aside and understand that with social media, the interaction has became important to create a real knowledge of what your followers like and based on it create a product they might enjoy...
She has been in the game so long that a part of me things that when social media came up she thought it was a passing fad and so never jumped on board, now feeling like its too late because not being online is seen as part of her brand now. Obviously thats just my speculation, but its a huge thing she is missing out on and honestly would dowell to show more of her journey, even if it was just her getting ready to perform or things shes excited about. She can still be very secretive if she uses social media
I was waiting for this, Beyoncé just was never a Fashion girlie to me. I’ve never been moved to purchase anything after seeing Beyoncé wearing tbh. She could have promoted the clothes but she gets paid whether the clothes sell or not so maybe she doesn’t care?😅
So many of her clothes are custom to her that its hard to believe shes able to put looks together off stage. I mean I know she must do, but becUse we dont see that, we dont know her fashion perspective the way that we know Rihannas or Alexas. A fashion company is a strange choic for beyonce, honestly so is sportswear for the same reasons, we just dont get invited to that part of her process 🤷
When I see Beyonce trying to play up a fashionista image, it just doesn't seem genuine to me. It feels like she's trying too hard to attempt what comes naturally to Solange. In my mind, I think Bey probably likes wearing regular, basic, inoffensive, appeal clothes and there's nothing wrong with that.
@@NC-tt4gc 💯 Beyonce, in the past, even said this herself. There's an interview where she called herself an "Earthy Chick" and somewhere else, she stated that she prefers to keep it simple with jeans and a T-shirt. Whenever she tries to be a fashionista it just comes across as contrived. Like her team chose the look and she gave some notes, but it's not all her.
Beyoncé is tacky
@@lovethyself744 beyonce and tacky ??? Yeah bye hater who tf looks at bey and thinks tacky LMFAOO ya'll just say anything she always looks Goodt and expensive, stay mad pooh
I also notice they focus more on the visuals than the actual clothes
Well in the later years there were some great clothes in the collections, but I fully agree in the early days
Those orange trunks given to celebrities really rubbed me the wrong way . I’m not invested in Beyoncé , but I would have loved to see fans getting those trunks bc let’s be honest , they would be the only ones to appreciate it. The amount of clothes was so over the top .It was pretty cringe to know most of these celebs wouldn’t wear most of the stuff likely ever in the long term. Just kinda wasteful …I see a lot of it end up at Ross .
I don’t know if we saw any of the celebrities actually wear it of their own volition did we?
@@understitchYT right ? I was very much on the fashion side of Instagram at the time , and I never remember anything but the videos each celeb filmed of the trunk in their driveway or whatever 😂
This deserves so many views…the conundrum that Beyoncé has is that we don’t know her so we can never relate. She’s what I’d call an unattainable couture piece that I admire but I just know it’s not for me…so each time she links a brand to her name(outside of her curated I’m a star performer context) she comes off inaccessible, inauthentic and it’s also confusing for us the audience…because we don’t know where all the pieces fit. We don’t know her. Best thing will be she creates a brand that she doesn’t front at all but influences vision of in the back , maybe the philosophy or ethos as a performer/Mum/star (whatever persona she wants to create it around). She’s amazing but hiding too much can have it’s cons too when you want people to buy your stuff based on your name alone which is what Ivy Park was…didn’t bring us any new styles or disrupt fashion or culture in anyway, unlike Yeezy brand. We all wear ugly sneakers and and torn tees now, thanks to Yeezy
Theres a french saying that says you cant have the butter and the money for the butter. I think it really applies to beyonce trying to monetise her following
So you need to relate and know each designer that you wear?
So you don't wear any clothes then🤣
@@natsohigh5552 you laugh but its incredibly true, the face, head designer or creative director is the make and break of a lot of fashion companies. Really few can survive without it unless their main selling point is the retail focus (think high street brands or vintage shops)
@@natsohigh5552 The creator of this video just wants to humble Beyonce. Why, I don't know.
@@understitchYT ok but what does fast fashion brands like shein, zara etc makes you relate to them to buy there? I know the aesthetic is a factor to that but peple that buy there don't care about the designer's past. This theory can't be applied all the time
When Ivy Park was 1st released in the UK, I was all: "Yes, Bey take my money!", only to be stopped in my tracks when I found out the largest size was a UK 14. That felt like a slap in the face from the woman who sang: "My body's too bootilicious for you!". Apparently, at a size 16 (the average size of women in the UK), I was too bootilicious for Ivy Park 😢
Now that you mention it, I remember that being a criticism at the time, I had several friends that found the size ranges in England to be very lacking, not just with Ivy Park, but across-the-board. Clearly there was a gap in the market, and they just ignored that
@understitch, thanks for your comment! I only just got the notif, for some reason.
Catering to plus sizes wasn't "cool" at the time, and I remember thinking that I was working out regularly just to stay a size 16, so f^&k me and my exercise routine, just wear whatever crap fits, right Bey?
Now I'm almost twice the age and 4 sizes up, I can laugh at brands that don't cater to me, as they lose access to all my disposable income, but back then I was genuinely deflated by the experience of being "too fat" for Ivy Park, and never looked at purchasing the brand again. Do this day, I have no clue what their size range is in the UK, and I kind of don't care *she said petulantly* 🤣🤣🤣
She's become so detached from her audience, never interacting on socials or traditional media. Her fans love her, but after being so overly curated and outright MIA for years at this point it's not surprising this didn't sell well. Taylor Swift and Selena Gomez also like their privacy yet still use TikTok and Insta in a way that feels authentic enough to maintain their relationship with their fans. Even Rihanna has been public facing enough to make it clear how passionate she is about the Fenty brands. Yet I've never seen a single video of Beyonce even talking about Ivy Park, just a few promo photos posted by other people. It makes it difficult for Ivy Park to stand out from the hundreds of other brands fighting a lot harder for our attention and sales.
I thought Selena quit insta and now a team runs it without her?
@@understitchYT She's relatively active on TikTok, especially for the last year or so as more of her projects and beauty products launch
People need to ditch beyonce, shes just a human being not a god. I dont get the hype
I agree.
@@understitchYT Well it seems she's back
I think we need a Rise & Fall of Topshop. These kids will never know amazing it used to be. Still hurts my heart how much its fallen.
I would LOVE to so so so much
So thorough.I enjoyed it very much….Beyonce has done no in person promotion,she has established this air to her that feels like mere mortals are beneath her,nothing against that BUT if you are trying to sell to mere mortals,you have to get down to earth .🤷🏽♂️
Thank you so much, Im glad you enjoyed the video 💕 her brand definitely is more mysterious than most , im surprised they havent gone down the diva route with her branding tvh
She let the heat she received from the press and the public about her and her child get to her and now she refuses to show herself to the media. Honestly I get it but she should be surprised if it costs her relatability points ppl are looking for
I feel like the Balmain collab is the only one that has captured Bey's aesthetics in the way we know. Her glamourous concerts are something not many artists can create, and the Balmain collab has those pizzazz, that opulence we associate her with.
But honestly, with her history, I find it hard to believe she actually designed it 🤷
It does look like her aesthetic. I'm afraid she's going to do the same thing to the Balmain company that she did to Adidas, except Balmain can't survive what she did to Adidas. Collect a paycheck upfront, fail to meet sales projections, then leave the company with a huge hole in the balance sheet.
@@understitchYT Not surprised. The video is from a hater 😂
Ivy Park made $40 million profit last year. Just did meet the project profit of $200 million. That doesn't mean it's failing.
@@deenaprice1524 oh it absolutely does look like her, its phenomenally designed, really a beautiful collection, I just find it hard to believe with her history she had much imput into it past saying what she liked and disliked. Saying that, Rousteing is an incredibly talented designer, so that also factors into my opinion of how the collection may have come to be.
If Im honest, I think he was inspired by her album, but for legal reasons or just to avoid backlash had to get her permission to release the collection, or do the collection, and so asked her approval. But, she asked for an equity deal, as we know she commonly does, and that involved coming on board as a named designer. Almost like how in the music industry artists get their names put on songs even if they didnt write it, just to get the royalties
@@ieatalldayandimstillhungry626 I think you may be confusing gross and net profit. Just taking the numbers from the first two years, because we have the full P+F documents, as included in the video. We can see that it made 12 and 17 million, equalling 29 million in gross profit. However, their costs for those years were 17.4 and19.8 million, totalling a NET LOSS (so not net profit) of 8.2 million. They also had 1 million set up cost included in the video. So thats how they had gross profit, but not net profit. This continued for the whole history of the company, and how eventhough they can make $40 million gross profit, as you say too, if their costs are more, its not going to equal net profit.
For the record, I really like beyonce a lot, shes a phenomenal talent and has made many excellent business deals over the years that I admire. This is just one that hasn't done as well. Thats fine, she'll pick up, but I'm also not going to deny the inadequacies of this brand
This video is fascinating with the new context of her parting ways with Addidas and then immediately announcing a couture collection with Balmain. The latter feels so much more on brand for her!
MUCH more on brand, Balmain isnt the most fashionable brand atm, she isnt the most fashionable person, its very glitzy, she is very glitzy, their name begins with B, her name begins with B 😂 (I couldnt think of a third thing)
Only time will tell if that collection does well, but yeah, definitely more on brand than sportswear
@@understitchYT I am pretty sure Beyoncé also went with Balmain because Olivier Rousteing is the only black person currently at the head of an Haute Couture label so not only do they have history together working on previous stage looks, she also get the very prestigious Couture label association with her collection while keeping her black empowerment message on top of that Olivier is openly queer which ties it even more with her album. It was a match made in heaven in my books
@@understitchYT THIS. I loooove bey but she really is not a fashion girl and kj moody doesn't do her any favor either. Balmain really suits her because of the "kitch"
Who is gonna buy this tho? I e never heard of this collection
Great video! Thank you. I am tired of all these meaningless collab and diffusion lines launched by big businesses 😔
Collab fatigue is REAL (as is celeb fatigue honestly, Im so tired of hearing about these people)
*the genius thing about your idea of the 'Beehive' collection is that it would've been a DIRECT LOVE-LETTER to her fans and would've sold precisely as you described & MORE!!! why try & reinvent the wheel when u have the answer already.* 🐝
Thank you very much, Im glad you think my idea is the bees knees 😂🐝
@@understitchYT *indeed* 🤩🐝🍯
💯 true ✨🐝✨
Maybe engaging with her followers once in a while and being seen in public with the clothes she is selling would have made the brand successful.
Its so interesting to see her fans turn on her like this. I dont think I couldve predocted it
@@understitchYT they havent turned on her but they do miss her. On another video someone told me she messed with their heads regarding the formation tour. Instead of releasing footage, she put out t shirts that said something like “where are the formation videos?” And shes been starving them of visuals and content. Then the tour prices are incredibly high. They still love her tho lol
Everyone keeps saying fitness wear doesn’t match Beyoncé image but to me it makes sense. She’s a dancer she wears fitness wear for rehearsal a lot. Where she missed the mark was Beyoncé is too private of a person to make the product seem “relatable” to her audience. Had she done more behind the scenes rehearsal videos with her and her dancers wearing the clothes might of marketed it a lot better. Her own personal testimony that her sports wear is of quality. Also, the design was bad the colors and overall look was bad it doesn’t look flattering. I think if she is really passionate about the brand she should rebrand it completely if not end it all together. I think Beyoncé can be really successful with dancer tights. The skin color tights she wears on stage and make her legs look very shiny I feel like the fashion girlies would eat that up and many girls would wear them with dresses/skirts.
Youre not wrong that she is a dancer dancer, but because we dont see any of that rehersal time on socials, it really only works for her brand on paper.
Sure, she dances at shows, but thats the final product. What soortswear is is for the journey, and, as you say, if we dont see that, its not relatable or marketable
Bringing in dancers tights however is brilliant, 100% fits her branding so so well, we know her to wear that and noone has really tried to push tights in that aesthetic to the fashion girlies before. Wouldve been really interesting to see for sure
Wow very very good comment , I can only agree with the rehearsal videos. Especially with the rise of tiktok, short little bts-videos would have raised the sales
@Clau-chau Nicol YES!!! OMG YES
Janet Jackson is always on social media and liking and reposting her fans all time.and every once in awhile she does QandA.She makes her socail media feel personable without going into detail about her private life. Beyonce could take a note or two from Janet atleast imo.
honestly I see Janet in the same realm as Beyonce in regards to their career history, so this is imo a really great comparison
She is such a FLOP, and ppl need to admit that. Renaissance numbers were so low even her fans were stunned.
Now lets not lie. Renaissance is a masterpiece and is still on the charts!
Were the renaissance numbers low? Im not really a music person
We’re talking about clothes but being a bully towards a person champ
The research and delivery of this video is excellent 💯
Thank you so much, Im so glad you enjoyed it
For me they had gone in two very different ways, from uninspired practical athletic wear to unpratical performative athletic wear.
Besides that, the pricing was too high and too niche. Beyoncé is expensive, but not her audience.
Yeah, pretty much, the entire branding was confused, and so was the product
Interesting. When she first released her clothing line, it curiously "sold out" within minutes (just like her LPs). I believe the "projected sales" was some bogus number. She either bought all of her own clothes or just used some bogus number in order to save face. Artists do that a lot. They'll "sell out" of product in order to get the casual consumer interested. Of course the bots from the Beyhive will say things like, "Just because YOU didn't buy it that doesn't mean nobody else bought it." Miss me w/ the BS. I know how this game works. When's the last time you've seen somebody in "Ivy Park?" Hell, when's the last time you've seen the doggon clothing line in stores? "Yeah, they sold out!" I gotta call BS on that because she ended up parting ways w/ the brand. Sh¡t, if y'all didn't buy "House of Deréon" then what was gon be so different about "Ivy Park?" And this is Mrs. Beyoncé Carter, the most beautiful, rich and talented woman in the world. Why y'all ain't show up & show out for her? There's a reason to that. Folks do not support Beyoncé outside of her concerts because there's no other connection there. We're in a social media generation right nah and artists have to engage w/ they fans because fans are invested in personality over product. She does not connect w/ her fans which is why they just pass her by. "She does not do social media because she's a busy superstar w/ a family." I gotta call BS on that because EVERY OTHER ARTIST makes time to engage w/ they fans. "She does not do social media because it's not good for her mental health." Ok, that's fine. That's great. Know that folks are just gonna keep passing her by. Y'all are making her out to be this larger than life entity and she's really just another artist. Anyway, do she even wear her own brand? Do she promote it? I always see her promoting (wearing) Gucci, Versace, etcetera. Sh¡t, she'd rather wear Gucci over her own brand. You always see Ms. Rihanna Fenty wearing and promoting her makeup brand. Eh, I don't know. I just think Beyoncé's kinda played out. Do she even do black media? "She does not do black media because they're mess and they're going to invade her privacy." Definitely gotta call BS on that because we all know that she gon come equipped w/ a list of things that you can and cannot chat about. We all know that if the interviewer gets fresh w/ her, she gon make they ass disappear. You know, sorta like what happened to each and every one of her contemporaries in music. See, we can go around and circles and make excuses for her, but I'm not a bot and I can see through the fluff.
This also happens a lot in the book world (Im an extremely avid reader) so its quite industry wide to purposely buy your own product. But in fashion it seems more common to just produce very low numbers in the initial run to force them to ‘sell out’ bringing in more buzz than if they had the right amount of product. Its the same idea, forcing more media value via twiddling the product sales. Idk if thats unethical or not, I dont think its for me to determine really. But its interesting that so many industries see a need to rely on this kind of audience manipulation
@@understitchYT Honestly, it's business. I don't necessarily think it's right or wrong because it's indeed a business strategy. I just know about it. A lot of consumers have no idea about what actually happens behind the scenes. I always see books that done curiously shot to the top of "Best Sellers" lists and I say to myself, "Didn't nobody buy that doggon book."
💯💯💯
I've never seen anyone read bey like that. You should be top comment. And you KNOW she hires out bot farms like every other major celeb to push her cultural presence and narratives. Which is why Ivy Park was everywhere on Twitter/insta and nowhere in the streets.
from House Of Deréon and now Ivy Park from Beyoncé
I would LOVE to do a video on Dereon, that was another obvious fail (and I think miss Tina was also a big part of that too
@@understitchYT 😬 yikes..
poor Beyoncé.
I want some celebrities success in fashion industry
@@aaronjanlistanco There aren't too many, not as many as you'd think, when they have done really well its usually a very very niche celebrity like Ed Hardy so they can grow a bit slower and get a good foundation (obviously ed hardy went further than most)
WE DONT KNOW BEYONCÉ!!! That’s the problem she is not relatable at all. she refuses to engage PUBLICLY and directly with her fans that’s the problem. We are in a time where if we don’t KNOW you and SEE you the people are not buying. She is just trying to get a quick money grab there seems like there is no passion behind this brand. I doubt she even sits down and does the design work with the designers.
The thing is, if we dont know her, which we dont, why not capitalise on the branding people have attributed to her with the queen B stuff?? How could they have missed that?
My goodness just watching this makes me think Ivy Park didn't have a value proposition or a clear target audience. It didn't have a group of people whose fashion/sportswear woes could have been solved by this particular brand.
It's amazing that the Beyoncé name was not enough. I really like the Beyhive concept you proposed because it still keeps to the mystery of Beyoncé, but fully acknowledges the loyal fan base. And even if you weren't Beyhive if you saw a cute item you might be tempted to buy it and become Beyhive by association. And if the design had iconic elements every time you saw it on the street you'd say, "Yup BeyHive"
Oh 100% they had no value proposition. They didnt know who they were to know what they should sell nor how it would provide any kind of value past what was already on the market. Very very foolish approach
I think the Beyoncé name wasn’t enough, because the product wasn’t enough. If they had actually thought about what they were trying to sell, then Beyoncé would be like an added bonus, instead of the only thing that differentiates it.
The beyhive is cute, but it’s very elementary. I don’t know that Beyoncé would want that has her brand plus it suggests that it’s only going to appeal to her fan base. She clearly wants to appeal to the mainstream so the beyhive is kind of limiting.
@@MissAngie25 True, the Beyhive concept might be limiting, but at least she would have been owning it and it would have been a clear identity. Personally, Ivy Park felt like a brand only the Beyhive would support because they love Beyoncé. I don't know that it fully came into the consciousness of the general public like Yeezy - for example.
The Rise and Fall of L.A.M.B. (Gwen Stefani fashion brand)
Ong I havent even heard of that
Good one! L.A.M.B. had such a point of view like Juicy Couture
Yeees! I remember her even name dropping it in her songs. It was out when I was a kid so I don't know the aesthetic or pieces but it would be an interesting topic for sure.
I loved that brand! I used to buy her little harajuku perfume dolls. TOO cute
She had a couple of great pieces and when I went to get the pants I couldn’t find them anywhere!
I feel this is your best video yet, i found it as clear and straight forward as it can get
Oh thank you so much, Im so glad you enjoyed it 🙌🙌
omg you are right, how did they not think of the "queen bee" aesthetic??
Thank you! I spent literally 2 minutes thinking of that!! If she herself has nothing tangible to market, what about her does? Her fans! Its not rocket science
@@understitchYT just saw the Beyonce + Balmain collab! going for a couture high fashion look ig, makes more sense tbh
Yeah it makes more sense, I still think she has a long way to go to be considered fashion but its a step in the right directoon
Your videos are TOP TIER
Thank you so much 🙌🙌
And his voice! 😍😍😍
I cannot remember the last thing Beyonce did that was on par with the hype that come with her name. I don’t think her brand is attractive to people who are not hardcore fans.
Her music far surpasses her influence in other areas, thats certainly true
This
@@understitchYTher nusic isn't that great. Her live shows are her money maker. That is all
There was so much hype around Ivy Park when it launched. I wasn't aware it did so badly from the start though! I agree with your comments about her only being known as a performer and not a personal brand. I also agree that there needs to be an existing connection between the celeb and the item they're selling, I think it makes everything a lot easier. I had a look at the latest collection on instagram and I think the clothes are fine but the comments say they're too expensive! I don't think the separation from adidas will be the end of the brand but I'm not sure Ivy Park would do well on it's own. There is a ridiculous amount of choice when it comes to clothes and apart from it being beyonces brand, I don't really feel like there's a reason for people to buy it.
Youre so right. They need to take the time to realise their point of difference. Just making clothes for the sake of making money is wasteful and people are sick of it. We dont need more of the same crap. We are happy with truly new or innovative stuff, but ven from luxury brands we dont want it if its not new
I can't help but think that the name itself - "Ivy Park" is just not that appealing.....
Yeah its a bad name, and noone wants to dress in clothes names after a baby with (sorry) a bit of a strange name
@@understitchYT yes - Ivy Park sounds like a condo complex...
I started writing a comment but I realized you adress everything on my mind in the video already, great job as always 👍😂
😂🤣 what were you thinking?
It felt more like a fever dream and an influencer brand 😂 I forgot it existed. I just remember the shoes in an iceblock
Very much felt like an influencer collab yessss
Now that the renaissance album + tour has happened, I believe her image/brand is very strong now. I don’t think we’ve seen her image as clear as night and day since her Sasha Fierce era. The cowboy hats, the silver metallics, the bodysuits - Beyoncé could absolutely revive this brand as long as she ditches the sportswear concept. With an “affordable luxury” approach, Ivy Park really could be something great.
But you know what’s so interesting, is that the looks that have been the most on brand for her during this tour have been exactly the aesthetic that I predicted; more along the lines of a literal bee. I’m glad to see they are moving into that and trying to use it in her branding, but I still think that’s going to be a hard sell if they’re going to transfer that to consumers, because who wears a spangly bodysuit in real life?
They simply weren't attractive designs. End of story.
Shame, right?
A brand called Diva would have made so much more sense to Beyonce. She could sell things related to her songs (like a line of jewelry / rings called Single Ladies 🤷♀️ )
100% that would've made sense, maybe a bit Mariah territory, but it would have been understandable
That jewelry would be too expensive to her fan base, so it wouldn't work.
As someone who’s into sportswear and athleisure for fashion (something Black people in NYC and elsewhere have been known to do with brands like Timberland, Carhartt etc), I did like some of the Ivy Park stuff. I just personally haven’t been into a lot of Adidas shoes for the past decade, especially not the IP ones, so I wasn’t buying the clothes to wear with other brands like Nike. On top of that, the price point was really high for the actual cute and functional stuff. I didn’t find the shiny stuff to be functional, but that’s also not my style. My mom is really stylish, so she has a few pieces. I would see sprinkles of people wearing it irl here and there, but not a whole lot. Interestingly enough, they seemed to sell out fast (I would browse a lot the first few releases), and it was hard to find in store in the beginning. I actually forgot that it started in TopShop.
If Im honest, Im suspicious that the first collection sold out even with such low crowds, so I think they purposely understocked it to make the product look more desirable, but thats just my opinion so I didnt include it in the video. Youre right that athleisure has been a growing indstry for much longer than people realise, but for the brand to neither be on that side nor the fshion side meant she couldn't benefit from either. Then, as they started to go in a direction in the end, they shut down, so I guess it was too little too late
That’s not a black thing literally every race does that.
@@queenofnyc5584 sighhh. I’m well aware of that. It’s fine if you don’t understand the capacity at which Black people have historically done that for tons of brands and products. Black people commonly and historically have taken products intended for certain usages to use it impractically or for other things. Some of those trends that spread throughout our community would create an influence on the masses and other demographics, and the fashion industry. We’ve seen that a lot in Hip Hop trends. Another example outside the ones mentioned, Dapper Dan’s designs using designer bag monogram prints on coats and track suits lead to designers using that same concept to start the “logomania” boom in the 90s. It’s a concept still used today. So I’m not claiming that it’s only a Black people thing, I’m just pointing out how some or many things we’ve done has created a new consumer base for many companies.
When I was a teen, I’d convince my parents to give me money for so many celeb endorsed products. 😂😂 If my faves’ names were on it or associated with it, I’d buy it because I thought it would automatically be the best product…until I grew up! As an adult, I realize that they don’t even wear their own products that they’re trying to get people to buy. They take a few pics or videos clips with the products then all the rest of the year you see them with expensive and exclusive products from top designers. Also, some of them only engage with fans when they want to sell something. On a regular day if you see them out and about, you either can’t approach them to say hi or they hide from fans. So I have stopped buying most products from celebs.
Its such a shame that its so commonplace for us to be sold crap that you lost faith in the people you looked up to as a teen. Even with this huge wave of celeb products now its sstill the same, v dissapointing
Will you cover the rise of The Row ? I love your videos!! I learn so much
Oh I would love to actually, theyre having such a moment rn
Really great video. This brand never seemed to breakout of their digital marketing campaigns, I never saw anyone wear in irl. Maybe people bought to resell.
I dont even think it did well on resale 😂🤣
I have a novel suggestion - Beyoncé's popularity is severely overestimated. Given the way she's spoken about, one would think she was the biggest star in the world when she's pretty far from it. Go look at her album sales even during her prime - they absolutely do not match her supposed stature.
I think people have memed this Queen Bee image for her into existence, but when the rubber hits the road, the figures have never backed that up.
I think her reputation is also heavily affected by how other professionals assess her talent. Her vocals are incredibly well trained and professionals often comment on how talented she is
Seems to be something only happening within the States cause where i live in Europe she's barely mentioned anywhere. She gained some traction with her latest single after a decade of being absent from the radios.
This video is so well made!! apparently Beyoncé is rumored to collaborate with Balmain so I think adidas and ivy park parting ways was inevitable.
I would love for you to have a video about the rise of Robert Wun, continue making great vids!
Thank you so much! Balmain would be a strange choice, they also arent an it brand right now so it wont do much if Beyonce is trying to look more fashionable. Strange choice if that is true, but thank uou for the compliments about the video 🥰
Id love to do a video on RW actually, I absolutey adored his couture show and Im very excited for the next
I loved their first collection but the price point made it an aspirational brand as it was so expensive….I have a couple of pieces from that collection.
I actually found one source (which I immediately lost and went mad trying to find again but couldnt) that said the prices of the topshop collection was half that of lululemon. So actually I think the price point for a new topshop brand was good, but when she moved to Adidas the prices went up (tho so did the quality by the looks of it). What did you buy? From topshoo or Adidas?
@@understitchYT the first collection from Adidas, orange and maroon….but you are 100% correct when it comes to the TopShop collection. That was reasonably priced and had she stuck to that business model, I think she would have made better strides!
Your videos are so informative!!
Im so glad, thank you so much for watching and enjoying 🙌🐝
Beyoncé not outside enough for a clothing brand people want to see these pieces put together in paparazzi pictures.
Or even in an interview would wourk but we only see her when shes processed and edited
@@understitchYT Beyoncé doesn’t do interviews anymore.
Thats what I mean, she doesnt even do that, we ONLY see her when she is processed, edited and choreographed
It would have made so much sense to have gowns available at a fast fashion price point. I always think of her glamour
But is there much of a market to that outside of prom season?
Show girl, royalcore, disco style, 90's it girl style... there is so much to choose from!
Or an amalgamation and have the inspiration bit on the tag so it ends up like collecting
I purchased multiple items over the years but for me it was the price point being too high. Me being from Australia the seasonal clothes never worked for me, winter collections in adidas stores in the middle of summer and 36 degrees outside.
Where is that with the Adidas collections? I read online that the Topshop collections were about half the price
Did you see the news? Adidas just announced they parted ways with Beyoncé
Thats why its coming out a week and a bit early 😂
I was not sure why the Adidas x Park advertising heavilyyyy featured B then later collections she was barely present I literally stopped keeping up w collections when I didn’t see her in the ads(sorry not sorry lol) and like you said about having some connection to her personal brand. The collections were all over the place as far as the Themes but featured basically the same designs from previous collections but in different colors the excitement died down for me real quick. I hope she can bring Rihanna on board so we can get some kind of collab w them 😩
I dont think they knew whag the brands value was and so it was valueless, such a shame rly
What are your thoughts on the announcement of Balmain x Renaissance? Do we think this has something to do with the end of the Adidas partnership? Balmain x Beyoncé actually feels the most on brand of all the ventures imo
I dont think it has anything to do with Adidas, but theyre using the buzz to get more attention for sure. I think itll be fine. Beyonces not known for being a fashion girl at all so I dont have high hopes, but I also dont think she will have any hand in the design at all and will rely heavily on her team 🤷 at this point she is trying very hard to become known as a fashion girl because theyve seen how profitable it has been for people like Rihanna and Harry Styles, its just, she has decades of being not uniquely stylish to break through to get to that point
@@understitchYT very well said per usual & I agree! thank you for taking the time to respond 🙏🏾
Really agree with your point about the bee motif, it would been very strong for Beyoncé’s branding.
At the time, Adidas was collaborating with Gucci under Alessandro Michele. It’s seems like they extended his maximalist theme to Ivy Park. Personally, I hated the clashing colours of the Michele era. They were hideous and quite unwearable for most people. Adding them to a more affordable, athleisure brand was a bad move.
The most important thing for a clothing company is a clear brand identity. Ivy Park didn’t scream ‘Beyoncé’. It seemed more like a mish-mash of other people’s ideas, with her name thrown on top.
I feel like its such an obvious theming to use and yet they went with icy mountains? Very confusing
I remember when ivy park dropped and it just..wasn’t Beyoncé. I think regal. And I got adidas/Nike and I was so lost where the concept was. Beyoncé is so huge to me that it just hit me now that the brand is athletic wear.
Yeah, it was always very confusing, I don’t think it was the best market for her to go into to be honest. her persona is so big, but her tangible brandable aspects are so few that without good R+D it was bound to fail
@@understitchYT I also found all of her clothing instagram release photos just were not the most flattering on her. And if it doesn’t look amazing on the queen, then what will it look like on me lol. I appreciate your commentary.
@@patsysolatzzo2962yes like gurl you wearing regular spandex shorts a hoodie and heels? Then the latex photos felt desperate. I didn’t get the concept
Maybe she haven’t found which designer to copy for her to be successful in fashion …
Honestly a few celebrity brands have found success this way ijs, profitable but without merit. At least if they dod this theyd have profit 💀
First time watching this channel. You're a very intelligent somebody! Enjoyed this. Very interesting.
Thank you so much Leona, Im so glad you enjoyed my video and research
IvyPark was not mentioned on any charting singles. I had no idea it existed. Unless you're a Bey groupie/their target audience, you wouldn't know about it. That's a problem.
Rocawear was inescapable. I'm not their target audience, yet I still have gorgeous pieces by them in my archive, including a leopard sequin hoodie that I picked up on a clearance rack when the brand started to plummet. It's incredibly well made and feels like a luxury item (the sequins and lining make it so heavy!)
I only heard about Rocawear from radio singles. If it weren't for the singles, I'd have no clue to look out for it. Jay Z and his friends/labelmates rapped about the brand often enough that it permeated into unexpected markets. I really think that's one of the reasons Rocawear was successful.
That was exactly rocawears marketing strategy completely. I was listening to a podcast of a man that was maybe a business partner of Jay-Z at this time, and he gave a story along the lines of Jay-Z was promoting all of these different companies, especially alcohol brands, but when he would ask them for Shares, or something along those lines, they laughed him out of the office. He realised he could use this power in marketing for himself, for his own brand, and so he started several, and would rap about his own brands, which, of course, included, rocawear, And would be enormously successful because of it, much more profitable than just that music. It was a brilliant story
The Queen Bee look was done well by “LOL OMG dolls” of all people, they have several dolls clearly inspired by Beyoncé, and those dolls have a strong, cohesive style.
I will look them up, thank you!
@@understitchYT specifically Royal Bee and Da Boss. There’s also Fly Gurl (Britney) and Pop B.B. (Madonna) and probably other homages.
I've never even heard of this, and I shop at Adidas. They need to be more selective about who they partner up with. These clothes are awful. Loving the videos, theyre so interesting and well researched. You've even designed a better collection than Beyoncé's team could come up with! 😂
Thank you so much, I’m so glad you like the video, unfortunately yeah, I do agree that the collections were just really boring and bland. Just slapping a brand-name on something does not make it desirable
Hii where did you find the 2016-2017 financial statements of Parkwood Topshop? I was hoping to use them for a paper I'm writing
Theyre on the companies house 🥰
Overpriced clothes that looks bad won’t last
I think Beyoncé hired a co-creative director for Ivy Park or collaboration from very known fashion designer as guest creative director in Ivy Park like Demna, Glen Martens, Marine Serre, Telfar Clemons
Oh she had more than a co-creative director, she wasnt a director at all. She had next to nothing to do with the brand other than being the head of Parkwood, thats why she had to sign just the one document. She had a full business and design team for Ivy Park in the early days and I think that was then taken over by Adidas when they moved. When it went to Adidas she no longer owned the business, she probably couldnt outright hire designers herself, and though I think what you suggest would be interesting (a bit like the Sacai x Nike x JPG, Idk if Ivy Park has enough brand value or design merit to pull that off
The whole thing was a hot mess. The collections were not appealing, they were all over the place and things were always not in stock.
Yep! And to think how many people were actually behind the company, successful people no less, its amazing that it just sas such a mess. Very similar to Fenty
The focus wasn’t the clothes. It quickly became about who’s getting a box & who ever didn’t “
Must be beef”. Every celeb that got the box focused more on the fact hey got one & posed with a the box & never wore that sh** in public. Always got “elitist vibes” because this big box release went to A List celebs. Fans felt left out.
right, it wasn't inclusively advertised
Great video as always!
I would like to thank my mum, my dad, members of the academy, my agent and director Park Jun Ho for making all this possible YOU REALLY LIKE ME
She should’ve went the cosmetic route, hair products route, or wigs route. She wears makeup, she wears wigs she was honestly rocking lace front wigs before most before it became a trend and popular in the hair industry so she should’ve came out with her own name brand lace front wig and she would’ve been a billionaire like Rihanna by now because the hair industry and wig industry has skyrocketed. Everyone would’ve been buying her wigs and bundles. Cause we all desired her hair when she’s performing and dancing. Her selling wig and launching a wig company would’ve benefited her more than ever than athletic wear. Idk why they went with an athletic clothing line. It wasn’t a good brand idea especially since she doesn’t wear the clothes.
I agree, a black targeted brand too wouldve been more aligned with how she proclaims herself. Of course hair for all, but certainly darker tones of lace as well as the mid tone thats common now (or even lighter tones, theyre not too easy to find). She couldve done what Fenty did for makeup, but for hair and had wig/haircare products to go with it
Excuse my ignorance but what kind of wigs were popular for pop stars before lace front wigs?
Most would use their natural hairline and place the wug slightly further back, wear something with a fringe to hige the wig line or back comb the front into a matte and then cut it to look like a hairline
@@understitchYT thanks for the info!
Are you going to be making a video about her collaboration with Balmain?
I may make a video about the history of Balmain, but I doubt it right now, Ive got such a long list of videos to get through 😭
Why do I love your suggestions!!
Because you have exquisite taste 👑
Crap brand. No cohesion and in no way interesting. It would helped had she worn them publicly.
No cohesion. Thats a great way to put it
Ivy Park was too expensive for what it was, it was nothing special and it was exceptionally pricey....can't celebrities just target the majority of the 'working class'!
I was reading online a source (that I mimmediately lost) that said the topshop proces were half of the lululemon prices, but because it was branded so badly they would still pay for lulu. So even when prices were lower it still wasnt worth it
Jessica Simpson is a great example of this. Her pieces are for the working class and she built a billion dollar business off it. Paris Hilton is another example too. (I'll also add in Jessica Alba, though iirc, she had some issues with some baby products in her brand?).
High end products can be done too but the product, target audience and marketing needs to make sense. This is how a brand like Gweneth Paltrow's Goop can get off selling virginal scented candles, lol, or The Row and Victoria Beckham having the same price points like other established designer RTW brands.
Great video! Btw, I commend you for responding to all comments! Wow!
Haha thank you! It takes forever, but im so genuinely grateful to have comments
Yea idk how her brand would be able to sell sportswear however i like ur idea of what u would do if u were consulting. My first thought for my idea would be collections based on her albums. And maybe I would release it closer to when she started lemonade.
Oh that would be interesting too, though they would have to be selective or done out of chronological order lest it becomes repetitive
This will be an interesting one!
Oh youre about to be GAGGED
When you’re marketing to demographics that can barely afford the clothes you’re producing. This is what occurs
People will afford it if its good tho. I dont know if thats a good thing but its what happens
I see discounted Ivy Park on Zalando all the time, and I still don't want to buy it 😅 also apart from the price, the color combinations are odd
If its not good, a lower price tag wont make it better 🤷
I think that if the brand had originally aligned itself with a streetwear brand like off-white or sleek sexy brand like LaQuan Smith, they may have been far more successful in reaching a female hype beast/street wear consumer/insta baddie. A built in athleisure/high fashion brand name recognition, high end prices (keeping her brand name associated with luxury), social media relevance, some what aspirational etc. I feel like the brand never had a stable enough identity, inaccessible prices for the demographic most interested in her products. A diffusion line approach would have consistent S/S & A/W output to keep the brand in people’s minds, where Ivy Park had an album drop approach to the line and it absolutely did not have the same cultural relevance or impact to facilitate this form of roll out. I think at the heart of it is that no matter what the beyhive says Beyoncé is nowhere near considered a ubiquitous FASHION icon, she is a musical icon undoubtedly, but fashionable she is not. Rihanna is widely considered one (and that is questionable as most people don’t realise the true and tangible impact stylists have on a celebrity’s personal brand) and we see what happened to her label with LVMH.
I really agree. She couldve picked a much better partner, even if she had to take on a bit of a stronger financial role, LaQuan Smith wouldve been interesting as you said. Like you said, with TopShop/Adidas, it just didnt have a stable enough identity to be able to sell ifself, there was no value proposition at all and they didnt understand the consumer 🤷
The love for fashion and fashion design is what Mrs. Tina Knowles is passionate about. Beyonce is just the face of it.
Thats my thoughts too tbh
Ivy park already doesn’t sound appealing. The name alone sounds boring. And to me Beyoncé is a phenomenal performer and talented woman but never seemed very fashion forward despite the fact her mom designed a lot of her clothes. I think she never had the actual freedom to dress how she wanted to dress since she was a young age, and doesn’t really have a iconic style. She should maybe design glasses something small..
The name is really old yes, I never really understood the choice of the name. I understand it is based off of her daughter’s name, but her daughter has a strange name too.
I think another reason why the brand was not so successful is the lack of accessibility, you mainly see celebrities wearing the brand and anytime there was a drop everything would be sold out, and the resale prices were ridiculously high
I think they tried to create this idea of luxury from scarcity if Im honest, but I dont understand how they would do that and still not even break even, its a very strange system
@@understitchYT Right I totally agree it's like they wanted scarcity but made it so scarce that no one could get their hands on it
Your Bee themed idea was really good imo.
Well thank yu very much, I spent very very little time on the idea, its amazing they didnt think of it
Right!
Ivy park stuff was ugly.....🤷🏽♀️
To me it was bland, all up until the end, then it was semi interesting, but the ads didnt really show that off well so 🤷
i’m a member of the beehive but i have to say - the interesting thing to me about the price conversation is that she was *gifting* these products to rich celebs to wear and post about. people who could afford to buy this stuff outright.
meanwhile i’m a regular person being asked to pay $50+ for a backless dad hat (i loved this concept, i have a lot of hair). disappointing.
Trust and believe they get an awful lot more than just adidas clothes for free for no reason and no need to actually post about it
That’s just business. It’s the smart thing to do. If you want your product to sell well you give it to ppl who can sell your product for you. When ppl see Bella Hadid unboxing Ivy Park they’re gonna run out and buy it. It’s nothing personal
nd thats on *celebrity* endorsement
Great narration on the video 🙌
Thank you so much! This was my first with my new mic, so Im glad it came across 🥰
You are so on point on the matter of no one really knows who Beyonce is, besides a performer. This big secrecy made it even more difficult for her "brand". As i am watching your videos, especially the ones involving celebrities who get into fashion business, i doubt if the celebrities are getting into a studio to "design" something. This fast-fashion , must sell everything now, scheme is dominant and like you said in another video ( i think the FENTY one) it's DOOMED to fail.
Fashion really isnt an easily profitable area, so theres definitely a measure of personal desire, much moreso than in cosmetics of liquor, however, that desire is often misguided because fashion is simply a less predictable sector 🤷
Ivy park never appeared to me ! It was boring! I would rather go to lululemon for sportswear ! Can you do rise of celebrity make up brands ??
Ive done a couple on my underskin, channel. I did Fenty Beauty, Heffree Star is coming Sunday and Chanel I consider to be a celeb too, her story is WILD, thats a must see for sure