Brand Fit Matters for everyone, even Beyonce!

Recently read an article from Dan Runcie about Ivy Parks 50% decline in sales and the major reason cited was brand fit! Apparently fans didn't feel as though Beyonce was really apart of and into the brand and creative process of the line outside of marketing and promotion. They also felt as though the designs were repetitive. As I think about it I personally don't recall hearing too much noise from Ivy Park outside of the initial unveiling and release and then seeing Tobe Nwigwe post it which may or may not have been the same time lol.

Beyonce's day to day life being more mysterious and the focus being solely on the music and any narratives that can be derived from the music also attribute to the drop in sales being that its hard to push a celebrity influenced DTC product without them promoting it in an accessible way.

I'm paraphrasing alot but, I think the points are valid obviously I'm not the target but, for a brand partnership that Adidas thought would surpass YEEZY in sales a 50% drop is STEEP! This is one of the reasons that everyone says to be yourself in/out of the music. Unrelated to Ivy Park x Beyonce because I do think if she was more of a social media artist an athleisure brand may have had the potential to beat YEEZY in sales with her sales but even as I type this something still doesn't sound right about that to me. TBH I'm not sure if I see Bey in that fashion light which. I'd interested to know what you all think?

You can subscribe to Trapital here https://trapital.co/share/ Dan Runcie is the creator. The newsletter covers various topics on music trends weekly. The article is decent sized but if y'all want the source article I can post it

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