ivy Park

research

strategic re-brand

“Ivy park is merging fashion-led design with technical innovation. Creating a new kind of performance wear: modern essentials for both on and off the field.”

“Strong beyond measure”

Ivy Park is a fashion-forward brand owned by Beyonce in a partnership with Top Shop. While the brand holds immense promise, they have struggled to successfully reach their intended audience. The challenge is to understand the current business model of Ivy Park using design research - their brand, stakeholders, target audience, marketing, distribution channels and competitors. After developing a deep understanding, identify pain points and consequently, opportunities to strategically improve the brand.

ownership

Current User Groups

active

15 - 20%

beyonce

Parkwood Entertainment

topshop

philip green
arcadia group

chic

10 - 15%

bey hive

>50%

gen-z

15 - 20%

Cult-like,
Global Following
Female Initiatives
Beyonce’s Message
Creative Direction

Global Retail Presence
Familiarity of Brand
Retail Distribution Channels

Workout Enthusiast
Athleisure Users

Fashionistas
Social Media Savvy
Fashion Spenders

Beyonce Fans
Cult Following

Teenagers
Social Media Savvy

Ivy Park has lower traffic because of no option of buying D-2-C. Most other brands have their own online store.

Social media stats show the influence that the celebrity has on the brand. Beyonce has a huge following, butt, as she doesn't promote the brand herself, a large number of her followers do not follow Ivy Park.

ADDRESS PARTNERSHIPS

AREAS OF FOCUS

STREAMLINE PRODUCT LINE

IMPROVE DISTRIBUTION CHANNELS

tech client workplace strategy

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