• kimflournoy

Why Beyoncé House of Dereon Brand Failed and how she bounced back with her new line.

First and foremost before y'all come for me, I love Beyoncé and she is a creative genius!

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But let's be real we were not running around and going crazy for her House of Dereon Jeans. So what happened? Let's break this down from a branding perspective.


Mistake #1

Her brand did not have a clear ideal client. The brand was based on her personal preference, a mix of the 70s and her grandmother's style from the 40s, but made it street.


*Designing a brand based on personal preferences and not an ideal client can create confusion and a confused consumer does not buy.


Mistake #2

She did not prepare her current audience for the shift in her brand. Beyoncé is known as a musical star and for her to all of a sudden jump in her fashion bag, people were not ready.


*A successful brand is well-thought-out and intentional. Popularity does not always equal profit if your audience is not ready to buy. Anytime you decide to have a major shift in your brand it needs to be backed by a brand strategy.


Mistake #3

She did not build trust and authority in her fashion brand. Clearly, no one can go toe-to-toe with her when it comes to music, but fashion... well she wouldn't be on someone's top list of designers.


*Trust and authority are crucial in having a long-term and sustainable brand. Most people think creating a professional brand is about increasing profit, but it's about being the trusted go-to person and establishing your community.


So how did Queen B come back with a bang in the launch of her new brand Ivy Park?


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Let's dive in...


(1) She not only identified her ideal client, but she let the world know who her brand was for by sending them PR boxes to their front door.


* People may not know if you serve them if you don't tell them!


(2) Was House of Deron really fail or just a setup for something better? Her current audience did not shift, but her new audience was ready!


* This allowed her to have a collab with Adidas and create a timeless brand. Let's just say her brand strategy was on point.


(3) Overtime Beyoncé has become a huge trendsetter in the fashion industry. She built trust and authority as an on the rise fashion icon.


* At this point she can't miss when it comes to her style. *Hint* she began showing up for the people she wanted to attract.



So, is your brand House of Dereon or Ivy Park?

Let me know in the comments below.

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