Beyonce is one of the most celebrated performers of our time, and the strategy behind the launch of her new activewear line was one perfectly tailored to capture the most hotly targeted demographic.
There were no epic lines or mad grabs for merchandise that typically come with highly anticipated fashion launches. At the time of this post, there are only 500 listings on Ebay, at prices pretty close to the original retail. And reports are rolling in that there is still plenty of merchandise lining the shelves of Topshop and Nordstrom stores.
However, the launch nearly crashed Topshop's website, and Twitter was a flame with customer complaints about products selling out almost instantly. Just weeks after the announcement of the line, Ivy Park is already the most popular brand on Instagram. While most brands and celebrities (including Beyonce's personal handle) see engagement rates hover between 1-3%, @weareivypark boasts a whopping 22.9% engagement.
The staggering difference between the lackluster in store results, but the whopping online reaction shows how this product and campaign perfectly captured exactly who they were targeting - young, digital natives that are social media obsessed. They connected to Beyonce and the stars of the campaign in the digital space, and that was the obvious avenue for them to make a purchase. The line is priced just high enough to be aspirational, but not out of reach, and full of pieces that fit the haute sport aesthetic that is all the rage right now. They were drawn to the both the product, the presentation and the story behind the collection. The future of brand marketing depends on nailing the connection between the what drives the customer, the landscape in which they shop.
Now excuse me while I try to snag one of those bodysuits.