Beyoncé seems to be good at just about anything and everything she does, whether it’s preforming, dancing, advocating for women, being a mother, acting or even being a business woman. Brand new this Fall though, she launched her very own athleisure clothing line, Ivy Park. As, Thao stated in her most recent blog post, Ivy Park has already lived up to and exceeded the public’s expectations. I believe the success of the line directly relates to how it differentiates itself from other popular brands. With the trend of athleisure growing, the demand increases, as well as the amount of suppliers, making it very important for Ivy Park to create and promote their strong points of difference.

Beyoncé was innovative when designing her clothing, as she made sure it applied to all women, no matter their shape or size. One of the strongest points of difference in the clothing line is that there are not only a wide range of sizes but a variety of fits for every body type. Beyoncé created three ‘shapes’ for her leggings; I, V and Y, each shape is specifically made to fit the different body types of today’s world. This innovation not only differentiates her line from similar athleisure brands, but also strengthens her customer loyalty.

 

In the link below you can watch one of the promotional videos Beyoncé released before the launch of Ivy Park. This video gave Beyoncé a competitive advantage because it demonstrated that Beyoncé is just like all of us. She shared that she struggles too, and how hard it was for her to achieve the level of fitness she is at today, but she never gave up. By doing this, she related to her customers and created a connection with them, guiding them to show brand loyalty to Ivy Park, over another brand. The video also tells the story behind naming the brand ‘Ivy Park’, giving the company purpose and again connecting with the customers.

Watch on Youtube: IVY PARK SS16 – Beyoncé ‘Where is your park’

 

Her brand and Beyoncé in general are a points of difference that differentiates Ivy Park from other competitors. Her stardom not only gives an abundance of free advertising to the brand, but also attracts her millions of fans to buy from the line. Although her loyal fans may make up majority of the consumer base, others include everyday women who are looking for good quality athleisure products.

 

Beyoncé has done an amazing job with this line and differentiating it from the other up and coming athleisure brands today. Ivy Park proves to be very successful and with these points of difference proves it will continue to be for time to come.

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Quick Links:

http://www.biography.com/people/beyonce-knowles-39230#synopsis

https://blogs.ubc.ca/thaoatkinson/2016/10/02/its-beyonces-business-2/

http://www.ivypark.com

http://www.topshop.com/en/tsuk/category/ivy-park-5242082/home?TS=1459353107630

https://www.youtube.com/watch?v=mA1Wp1kfDfE