Скачать или смотреть Why did Beyonce's Ivy Park Brand fail at Adidas?

Beyonce’s Ivy Park Brand sells less than 20% of what Adidas forecasted.

In 2019, Beyonce struck a deal with Adidas to sell the Ivy Park brand she started in 2016. Adidas believed they could achieve the success they say with the Yeezy partnership with Kayne West. Beyonce’s Ivy Park brand was expected to bring in hundreds of millions of dollars in sales. The brand featured inclusive sizing and gender-neutral styles.

I’m a financial analyst and don’t know anything about fashion so I cant tell you exactly why the Beyonce Ivy Park brand failed but clearly it was not something the market was willing to pay for. Sales were only $40 million in 2022 versus the $250 million Adidas had projected.

Why did Ivy Park fall flat? If you know the answer or have a guess, please let me know in the comments.