Recently, the beehive went crazy when Beyonce announced and released her new leisurewear collection, a collaboration with Adidas x Ivy Park. Within minutes of the collection release, everything online was sold out. Congratulations to Beyonce and Adidas for the success of a sold-out collection. However, many were unhappy with the specifics of the overall brand collection.
Here, we will evaluate four business lessons from Beyonce’s collaboration with Adidas x Ivy Park that has both worked and not worked to gain potential customers for our own fashion collection.
1. PLUS-SIZE UNCATERED TO
Many fans expressed their disappointment on how Beyonce did not cater to the plus-size market. Fans were confused about how the plus-size market was left out from the collection release, especially since Beyonce’s message has always been about loving and accepting all women in all shapes and sizes.
Inclusivity is crucial in today’s fashion market. Rihanna’s Savage X Fenty is a perfect example of a successful brand catering to all women of all colors in every shape and size.
One fan tweeted, I’m going to say that I’m not all surprised that Beyonce’s new clothing line doesn’t feature any plus size clothing. She should have taken a leaf out of Rihanna’s book about inclusivity.
Another tweeted, If @SavageXFenty can go up to 4XL, why can’t B?
Being excluded from a fashion collection is like getting denied to a party, especially when you want to support and give your money to be part of the movement.
With this said and done, practice inclusivity as much as possible for your products or brand. Yes, indeed, you cannot target every market when it comes to your collection. However, inclusion allows equal opportunities for people who want to be part of your movement. It can help increase brand promotions, brand recognition, and strong core value in promoting a diverse group with a better cultural awareness in social economics.
2. PAY ATTENTION TO THE DETAILS OF YOUR WEBSITE
Fans were complaining about the Adidas website not working during the time of the collection release. Fans were having trouble checking out online, leaving many confused, disappointed, and discouraged.
Internationally, Adidas is a well-known brand. That is why we do not understand why their website was not fully functional during the collection release.
Technology is not always perfect, but the Adidas website should have been nearly close. They collaborated with a major artist such as Beyonce. To not prepare for any technical difficulties, not only looked unprofessional on Adidas but also on Beyonce.
Pay attention to even the tiniest details, especially when launching a brand online. You want to show your customers that your company can be trustworthy as well as a reliable business.
3. SHOW OFF WHEN COMPLETE
One of the great things that Beyonce does best with every project she puts out is sharing with the world once it is complete.
Whenever you have a business, whether you are building a product line, a service, etc., always release it once it is 100% done. It makes your business look legit and taken seriously.
Building your business in silence can help you stay focused in all areas needed to figure out before releasing it to your community, social media platforms, or target audience. That will help you to be consistent in your promotions when all is done for all to see.
4. POWER OF MARKETING & INVOLVING OTHERS
Be consistent in your marketing, especially if you are a small brand starting your first fashion collection. Use marketing tools on your social media platforms to grab the attention of your target audience. Your business presence on social media can help bring awareness, knowledge, and a community that can teach your target audience who you are, what you care about, brand values, as well as receiving feedback, questions, and suggestions.
You also want to involve other people in your product release. That will help gain publicity to create a buzz surrounding your product line. Beyonce does a great job doing this. She used her celebrity friends to help market and promote the newest collection on their social platforms.
Beyonce sent a huge personal orange box with the entire collection line to Kelly Rowland, Janelle Monae, Missy Elliot, Yara Shahidi, Reese Witherspoon, Ellen DeGeneres, Zendaya, Hailey Bieber, and many more. Let’s be honest here it was not a coincidence that Beyonce sent a promotional package to her friends at the same time for them to share on their Instagram pages. It was a strategic power marketing move, and it worked.
We know Beyonce releasing a new collection can probably sell itself but using her celebrity friends just added icing to the cake to help create a frenzy for all her fans to want her collection even more.
Whether you are happy or not with the collaboration between Adidas x Ivy Park, you cannot deny that the collection was still a successful hit. Scarcity drives demand, and we are pretty sure being sold out will make the collaboration even better in the future.