{"id":21,"date":"2016-10-16T12:20:53","date_gmt":"2016-10-16T19:20:53","guid":{"rendered":"https:\/\/blogs.ubc.ca\/michaelaquinn\/?p=21"},"modified":"2016-11-12T16:31:20","modified_gmt":"2016-11-12T23:31:20","slug":"beyonces-new-endeavour-ivy-park","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/michaelaquinn\/2016\/10\/16\/beyonces-new-endeavour-ivy-park\/","title":{"rendered":"Beyonce’s New Endeavour: Ivy Park"},"content":{"rendered":"

Beyonc\u00e9 seems to be good at just about anything and everything she does, whether it\u2019s preforming,\u00a0dancing, advocating for women, being a mother, acting or even being a business woman. Brand new this Fall though, she\u00a0launched her very own athleisure clothing line, Ivy Park. As, Thao stated in her most recent blog post<\/a>, Ivy Park has already lived up to and exceeded the public\u2019s expectations. I believe the success of the line directly relates\u00a0to 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.<\/p>\n

Beyonc\u00e9 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<\/a>. Beyonc\u00e9 created three \u2018shapes\u2019 for her leggings; I, V and Y, each shape is specifically made to fit the different body types of today\u2019s world. This innovation not only differentiates her line from similar athleisure brands, but also strengthens her customer loyalty.<\/p>\n

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In the link below you can watch one of the promotional videos Beyonc\u00e9 released before the launch of Ivy Park. This video gave Beyonc\u00e9 a competitive advantage because it demonstrated that Beyonc\u00e9 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\u00a0and 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\u00a0brand \u2018Ivy Park\u2019, giving the company purpose and again connecting with the customers.<\/p>\n

Watch on Youtube:\u00a0IVY PARK SS16 \u2013 Beyonc\u00e9 \u2018Where is your park\u2019<\/a><\/p>\n