Analysts: Rachel Roy’s business could be damaged over Beyoncé brouhaha

The Beyhive might be doing permanent damage to Rachel Roy’s brand.

The fashion designer, who owns an eponymously named clothing line largely sold at Macy’s, found herself pulled into the eye of the Internet’s outrage hurricane on Sunday — all over a new Beyoncé lyric that could put a dent in Roy’s business.

For those not following the drama, turn your attention to Beyoncé’s song “Sorry,” where a line references an alleged extramarital dalliance between her husband, Jay Z, and Roy. “He better call Becky with the good hair,” she sings at the end. “Becky” was assumed to be Roy, who started an infamous elevator fight between Jay Z and Beyoncé’s sister Solange in 2014.

Roy didn’t do herself any favors late Saturday with a now-deleted Instagram post. The caption read: “Good hair don’t care, but we take good lighting, for selfies, or self truths, always. Live in the light #nodramaqueens.”

The highly dramatic “no drama” post was blood in the water for Beyoncé’s rabid fanbase. The “Beyhive” has in the past gone after Lululemon and Red Lobster with a frightening vengeance for much less.

Roy’s Instagram page was bombarded with thousands of hateful comments attacking her and her business (A few missed their mark and confused her with mom-next-door chef Rachel Ray). In a defensive move, Roy took her Instagram account private, but the comments carried over to her brand’s Facebook page:

A sampling of comments on Roy's Facebook.
A sampling of comments on Roy’s Facebook.

Before ducking into hiding — she cancelled an appearance scheduled for Monday night because of a “personal emergency” — Roy spoke out on Twitter:

The imbroglio has certainly gotten Roy some exposure: The number of mentions of her brand increased 34,300 percent from a measly 360 times the three days before Saturday to 126,000 mentions from Saturday to now. But not all exposure is good exposure: The sentiment in those tweets is 63 percent negative according to Brandwatch.

The anger is directed at Roy herself and not for anything her brand has done. However, since her name and business are tied closely together and sharing the same name, the Beyhive’s anger could cause long-term damage, Toni Box, the senior director of social media and content at marketing agency PM Digital, told Digiday.

“While Beyoncé’s young-adult social following wouldn’t necessarily be Roy’s target customer, and therefore their intent to buy her products is somewhat irrelevant, the level of negativity currently surrounding Roy could be enough to create a wider reaction to her clothing line,” she said. “The long-term effects, however, may depend on Beyoncé’s reaction or lack thereof, to Roy’s distasteful commentary.”

Your move, Beyoncé.

More in Marketing

Snapchat sunsets its AR Enterprise division as it vows to give advertisers AR tools

“We are not diminishing the importance of AR,” he said. “In fact, we are strategically reallocating resources to strengthen our endeavors in AR advertising and to elevate the fundamental AR experiences provided to Snapchat users.”

Measuring Success graphic using ruler and coins

Why Activision Blizzard Media is using an Attention Measurement Scorecard to raise marketers’ confidence in gaming

In Q4 of this year, Activision Blizzard Media is launching in beta a new measurement tool dubbed the Attention Measurement Scorecard. The goal: to raise brands’ and marketers’ confidence in in-game advertising.

With Taylor Swift’s Eras Tour movie, Cinema advertisers hope for a Q4 boost

The concert film will likely help build on cinema advertising’s momentum after Barbenheimer.