Brand Bey: Beyoncé fans flock to Ivy Park
You can tell a lot about a musician’s brand prowess by the titles their fans bestow upon them, and Queen Bey is pretty regal.
Beyoncé’s reign over the music industry has never been stronger; her latest album Lemonade continues to top the charts and conversations everywhere. Mrs. Carter has also taken her brand to athletic apparel with the April launch of Ivy Park. But does the love of Beyoncé pay those Bills Bills Bills?
It's difficult to quantify the love of Beyoncé, but we tried the best way we know: by analyzing the Ivy Park online purchases. The data proves they don't call her Queen for nothing: the week of launch, Ivy Park was the top-selling brand at Nordstrom.
The Beyhive swarms in Ivy Park
Ivy Park isn't just an atheleisure brand -- it's definitely a Beyoncé brand. A whopping 40 percent of online Ivy Park buyers have also purchased her music, and a quarter of these fans own her newest album.
The Beyoncé revolution will be streamed
Another indication that Beyoncé fans will buy anything that bears her name is the overwhelming popularity of the Tidal streaming music service among Ivy Park buyers. Tidal, whose majority owner is Beyoncé's husband Jay-Z, had exclusive rights to Lemonade. A staggering 11 percent Ivy Park buyers also subscribe to Tidal, versus .6 percent of the total online population.
Beyoncé (and her fans) wear the pants
A quarter of all online Ivy Park purchases were leggings, making them the brand's most popular item. The tank top that was prominently featured in Ivy Park’s initial advertisement is the second most popular item sold. However, Beyoncé's bodysuits don't move as well online as they do in the Single Ladies video.
Regardless of what fitness getup Ivy Park fans buy, they are spending an average of $129 per order, which is $163 less than what Lululemon shoppers spend, due to the relatively lower price points of Ivy Park clothing.
The most powerful celebrity clothing launch in athleisure
In case there was any doubt, we also observed that Ivy Park's launch sales outpaced Derek Lam’s Athleta release and Kata Spade’s yoga debut. Bey’s brand sold nearly 20 times as much as Derek Lam’s line-up did over their respective launch periods; and purchasing power was eight times larger than the Beyond Yoga release; talk about a headlining act.
About this data
With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.
Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.
Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.