It’s no secret why Beyoncé has earned the title “Queen B”. Every industry the queen touches, she’s dominates. Beyoncé’s accolades extend out to remakes of Disney classic movies, to an award-nominated documentary, multiple Grammy’s and the list continues to run on. Now with the projected success in the relaunch of her athleisure brand Ivy Park has left the beehive wondering how does she do it.
The marketing team behind Beyoncé is impeccable and that is the only way to explain it. The roll-out of Ivy Park has been the talk of social media since she announced the relaunch with Adidas a year ago. Since the announcement Beyoncé has kept our attention with iconic photoshoots, product sneak peeks, and special announcements. When Beyoncé announced the relaunching of Ivy Park as a gender-neutral clothing brand it was apparent that she knew her audience, but she took it a step farther.
What put the Queen’s marketing efforts to the top were the pr packages the marketing team delivered to some notable friends like Reese Witherspoon, Yara Shahidi, Cardi B, and Kelly Rowland to name a few. These packages weren’t in your average cardboard boxes; Beyoncé crafted a portable Ivy Park closet filled with special pieces from the collection. Some friends even filmed themselves “ unboxing” the packages and trying on some pieces. Unboxing videos are a craze that has spiked the popularity of YouTube over the years. Some of the most favored unboxing videos have over 50 billion views. This trend is known for helping consumers decide if products are worthy of the purchase.
Anything with Beyonce’s name behind it tends to bring out crowds and sell out so it’s no surprise that Ivy Park is projected to sell out in minutes. Adidas will officially release Ivy Park Saturday, January 18 in select Adidas stores and exclusively on adidas.com.
