Why did Beyoncé’s Ivy Park Brand Fail?

1 min read
beyonce ivy park kim kardashian skims rihanna fenty beauty

Beyoncé’s clothing line with Adidas, Ivy Park is reportedly coming to an end.

Beyonce and Adidas have agreed to go their separate ways after Ivy Park reportedly lost $200 million for the sportswear brand last year.

The Wall Street Journal reports that revenue from Beyoncé’s Ivy Park brand fell more than 50% last year and Adidas are debating whether to end its partnership with the singer.

It has been a tough year for Adidas. The company lost $1.3 billion when it ended its lucrative partnership with Kanye West’s Yeezy brand in 2022 after the rapper made anti-Semitic comments.

Why it matters: Ivy Park’s decline shows why some celebrity brands fail and others (like Rihanna’s Fenty empire and Kim Kardahian’s Skims) are successful.

Why did Beyoncé’s Ivy Park fail?

  • Beyoncé is rarely seen wearing the Ivy Park brand, unlike Kardashian and her family who wear the Skims clothing frequently. Meanwhile, Rihanna brought out a Fenty Beauty compact during her Super Bowl halftime show.

  • TikToker A-List Business Strategist says that Ivy Park’s affordable sportswear did not draw consumers because it does not correlate with Beyonce’s luxurious and glamorous image.

  • According to consumer technology writer Rex Woodbury, Ivy Park’s products were low-effort and did not have a unique insight beyond standard athleisure. Skims’ unique insight is that shapewear can be outwear while Rihanna’s Fenty Beauty believes make-up should come in more shades for people of color.

  • Woodbury also says that the Ivy Park brand did not move beyond the celebrity figurehead of Beyoncé. He says: “the best brands elevate themselves beyond one person.” Skims marketing rarely features Kardashian now — and uses stars like Mia and Lucia from White Lotus. Rihanna has used numerous other celebrities, like Johnny Depp, to showcase her Savage X Fenty line.

However: An Ivy Park representative denied claims that Beyonce’s brand was suffering with weak sales and says the clothing line is “strong and successful.”

Update 03/24/2023 by Pesala Bandara: Information on Beyoncé’s creative partnership with Adidas coming to an end added.