Ivy Park; Beyoncé slays (again)

On January 18th, Beyoncé dropped her newest project in conjunction with Adidas: a new athleisure brand called Ivy Park. And, it should be to no one’s surprise, that within the first weekend of sales Ivy Park sold out. Though the marketing approach to the product launch wasn’t so far from the norm in terms of what they did, but what did seem to separate Beyoncé’s product, as it always does, is the impeccably high level of execution.

In the lead-up to launch, not only did Beyoncé utilize her Instagram with a casual 139M followers, but she created riveting and artistic images and video content which seemed to portray a life beyond the clothing and product. Intricate yet simple, powerful yet welcoming.

Where it really goes over the top, in my opinion, is her utilization of influencer marketing. Instead of just sending free product for influencers, celebrities and the like to use wear and advertise, Beyoncé totally controlled the experience from the delivery to the unveiling and past, in such a way that would make Apple blush. Then, of course, all is posted with expert precision by influencers on social media and in turn furthering reach, creating demand, buzz, hype… everything we’ve come to expect from the Queen of the Beyhive. The only thing we’ve come to expect, however, is the unexpected.

Bravo, Bey – slide into my DM’s if you have one more orange box.