What is a day without Beyonce attempting to snatch our wigs in her world domination efforts? Well, this morning we woke up to news that our beloved Queen Bey is partnering with TopShop honcho, Sir Phillip Green to create Parkwood TopShop Athletics Ltd to produce a ‘global athletic street-wear brand’ which is set to include clothing, footwear and accessories.
“Aiming to fuse fashion and technical performance, the company will produce ranges for dance, fitness and sports which will be sold at TopShop stores from Autumn 2015”, reported Daily Mail. This to me is a perfect showcase of how a brand like TopShop saw an opportunity to further leverage off Beyonce’s brand wealth, because as much as I love the Multi-Award winning entertainment Queen, she has no sense of style (we can thank her styling team for that), and she doesn’t command any street style authority.
The brand has argued that the line is perfect for a singer like the Single Ladies hit-maker, as she wears athletic street wear fashion when she rehearses for her sold out concerts. “Creating a partnership with Beyoncé, one of the most hard-working and talented people in the world, who spends many hours of her life dancing, rehearsing and training is a unique opportunity to develop this category” This kids, is another example of how powerful Beyonce’s brand is, and the likes of TopShop realize the massive pull she possesses. I have no doubt that the athletic brand will be a huge success and that the Beyhive will be queuing in numbers when the line does eventually launch.
Mrs Carter is no stranger in coining it when it comes to brand endorsements and partnerships. Her most lucrative endorsement is her campaign with Pepsi, which was estimated to be worth a staggering $50 Million, as reported by Forbes. The multi-year deal included standard advertising like commercials and print ads as well as a fund aimed to support the singer’s chosen creative projects. I don’t know about the haters, but I would sell my left kidney to trade places with Blue Ivy Carter.
Images: Daily Mail/AdWeek