IVY PARK Launching at Nordstrom

PICTURE BY AMBER SMITHSON

  Beyonce in the same two weeks as her new album lemonade she released her new athletic line, Ivy Park. The collection is exclusively being sold in Topshop and Nordstrom and hit the stores April 15th. After partnering up with Sir Phillip Green Beyonce created a line that reflects herself and what she enjoys wearing when working out and dancing.
  The brand is a mix of all workout clothes including sweatshirts, tank tops and bodysuits. One of Beyonce's favorites is the signature seaming system of the line's leggings. They come in three tiers of shapes, "I" (low rise), "V" (mid-rise), "Y"(high-rise).
   The brand was rumored for a year and a half before Beyonce gave word to the release date. All the anticipation created the line to get great advertisement and the line on launch day sold out in most stores across the country. 
  Taylor Alexander is the women's trend manager at Nordstrom and is in control of TBD, BP and Topshop. Alexander had information on the brand before the release and was there on the launch day at Nordstrom, Irvine Spectrum. 

PICTURE BY AMBER SMITHSON

What do you personally think of the brand Ivy Park?
  
"I was expecting the brand to be a lot more expensive than it was. The quality of the garments are great and so far the customers have been very happy with the product. The design of the leggings and sports bras are different to most other brands which I think the customers enjoy. Beyonce put her own flair on the clothes for sure."

What items of the collection sold the quickest?

"The most popular items were definitely the ones with the 'Ivy Park' logo written on them. For example a simple white t shirt with the logo on the front was what we sold out of first. I guess customers wanted others to know that they were wearing the brand."



Do you know the reason Beyonce named the collection Ivy Park?

"Actually before the collection was released we received an email of information that told us. The reason that she named it Ivy Park was after her daughter whose name is Blue Ivy and then the park is a place that Beyonce used to go for relaxation. She would go to the park to work out and reflect on life. I believe that it was a very special place so that is where she got the name Ivy Park."

What was the launch day like at Nordstrom?

"Well our store is not the busiest out of the Nordstrom's in Southern California but we had a lot of traffic that day asking about the brand. A lot of people came specifically to buy from the collection and were all very excited when they saw how cute it was."

What pieces of the collection would you recommend to customers?

"My favorite was by far the work out leggings. The three different lengths and rise are a great idea and there is a perfect fit for everyone. All of the other sales associates agreed with me on that one. Another great piece is the over size sweat shirt, it is plain and simple but super comfortable and its Beyonce's brand, you can not go wrong with anything. 


Beyonce also released a video for the launch of the brand to give fans an insight to her inspiration for making the line. The video is of her swimming, dancing, and working out in the brand. The message "strong is sexy" is projected throughout the video and she speaks about where she got the name of the brand from.