Ivy Park
STRATEGIC RE-BRAND
JUNE - DECEMBER 2018
DESIGN RESEARCH : CURRENT STATE
“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.
Cult-like, Global Following
Female Initiatives
Beyonce’s Message
Creative Direction
Global Retail Presence
Familiarity of Brand
Retail Distribution Channels
Channels
Ownership
Current User Groups
Workout Enthusiast
Athleisure Users
Fashionistas
Social Media Savvy
Fashion Spenders
Teenagers
Social Media Savvy
Beyonce Fans
Cult Following
MARKETING CAMPAIGNS
S.W.O.T. ANALYSIS
DESIGN RESEARCH : ANALYSIS
CELEBRITY COMPETITORS
“CELEBRATE EVERY WOMAN & THE BODY SHE’S IN”
〰️
“AGAINST DOUBLE STANDARDS”
〰️
"EQUAL RIGHTS FOR WOMEN"
〰️
“CELEBRATE EVERY WOMAN & THE BODY SHE’S IN” 〰️ “AGAINST DOUBLE STANDARDS” 〰️ "EQUAL RIGHTS FOR WOMEN" 〰️
BEYONCE'S IVY PARK IS RECEIVING BACKLASH FOR NOT INCLUDING PLUS SIZES"
〰️
"TWITTER UNEARTHS BEYONCE'S IVY PARK ARTICLES ON HOW THEY PAID LABOURERS 64 CENTS AN HOUR IN FACTORIES"
〰️
"REVEALED: PHILIP GREEN PAID SEVEN-FIGURE SUMS TO SILENCE ABUSE CLAIMS"
〰️
BEYONCE'S IVY PARK IS RECEIVING BACKLASH FOR NOT INCLUDING PLUS SIZES" 〰️ "TWITTER UNEARTHS BEYONCE'S IVY PARK ARTICLES ON HOW THEY PAID LABOURERS 64 CENTS AN HOUR IN FACTORIES" 〰️ "REVEALED: PHILIP GREEN PAID SEVEN-FIGURE SUMS TO SILENCE ABUSE CLAIMS" 〰️
BRAND ETHOS
BRAND PERCEPTION
AREAS OF FOCUS
ADDRESS PARTNERSHIPS
Take full control from Philip Green
Partner with someone more in line with what Ivy Park stands for
STREAMLINE PRODUCT LINE
Connect the product with the user
Align product with brand messaging
IMPROVE DISTRIBUTION CHANNELS
Social
Website
In store experience
TARGET USER PERSONAS & NEW PRODUCT LINE
1.
2.
3.
Product Line
Product Line
Product Line
THE NEW IVY PARK FLAGSHIP
