The female designer is still known to many outside the fashion world as “Posh Spice”, her nickname as one of the five members of the British rock band the Spice Girls, and the wife of a famous husband. voice, David Beckham. Victoria Beckham’s fashion brand was launched in 2008 and was warmly supported by the elite at that time.
Founded with a true believer’s love of fashion, Victoria Beckham has wowed fans since the launch of her first collection, which includes minimalism designs created from the latest in technology. “high-end” tailoring techniques. During the past 14 years, the designer has been working hard to present products that express trendy femininity through the perfect combination of office wear and evening dress.
However, more and more Victoria Beckham’s business performance and revenue are questioned. From the very beginning of the brand’s operation, high-class crafts and big names for “heavenly” pricing has not been an optimal business strategy. Over the past five years, the financial situation of the Victoria Beckham brand has been in an alarming state, with the last recorded loss in August 2022 of £54 million. Although the spokesman said shareholders will continue to maintain financial support, the company’s balance sheet has sent negative signals about the return to investors.
In an effort to find the answer to the difficult profit problem, the British designer “changed the blood” of the operation team. Newly appointed CEO, Marie LeBlanc, immediately launched a new pricing strategy to reshape Victoria Beckham into an “affordable luxury brand”. Still maintaining the creative and quality lifeblood of a luxury fashion house, the brand will adjust its listed prices to reach a wide range of consumers. Designs will also be adjusted to be more usable.
A future where high-end designs come closer to consumers through “soft” prices is the finish line that Victoria Beckham focuses all her energy on. If this strategy explodes commercially, it is likely that the luxury fashion sector will be increasingly expanded. At the same time, the owner of the brand is determined to change the designs instead of discount and promotional campaigns. She is aiming for clothing lines that women can wear to go out, work and travel.
Victoria Beckham at the backstage of the Paris Fashion Week Fall – Winter 2023 show.
Recently, according to Women’s Wear Daily, Victoria Beckham Holdings Limited, the company that manages the fashion and beauty projects of “Mrs. Beck”, reported profit for the first time for the financial year 2022. In January this past January , the brand’s CEO Marie LeBlanc also told Business of Fashion that sales were up double digits in all four quarters of last year. “This is possible because the company has undergone a complete restructuring on both the business and creative side,” said Marie LeBlanc.
From the improved IT and digital planning system to the new design team, new production studio and new members in every department… It’s all starting to show results. . Meanwhile, Victoria’s commitment to quality control has long been unwavering: “I never want to rush anything. I never want to compromise.” Her designs do not seem to follow trends, and Victoria is not too caught up in the desire to impress on social networks. The brand’s clothing has always combined the impression of style with elegant utility.
Take, for example, the Fall-Winter 2023 collection, last seen at Paris Fashion Week, with a fluidity in the opening garment: a design that combines three shades of plissé silk, underneath a felt coat, with plumes of feathers. white birds fluttering to one side – creating an air of indifference of mature elegance. No more short, tight, and sexy outfits, instead, there’s a much more relaxed and spacious approach to shaping, as a modernized version of the looks of the years. 1930. So was the tailoring — Beckham’s interpretation of the oversized coat with the shoulders, which could be worn as a dress, was a big hit this season.
For evening wear or for the red carpet, Victoria looks ready too. She never mentioned the word “Surrealist” but that’s how some of her dresses appeared on the catwalk. Long dresses allow legs to show in a completely different way from a traditional thigh slit. It can be said that, in her second live show in Paris, it felt as if Victoria had hit her stride—a confident balance between innovative tailoring and refreshing materials. clothes.
Thus, with the success of the Victoria Beckham Beauty line, the future of the Victoria Beckham brand now looks assured. Most recently, the designer also launched Victoria Beckham Body, a “permanent capsule collection” that includes pants, skirts and knit silhouettes inspired by shapewear – slimming dresses. These items are part of the Victoria Beckham branded line, but are sold at a lower price.
Earlier, in January, Bloomberg also announced the business results in 2022 of the David Beckham family. Specifically, the income of the former player and his wife has a positive signal compared to 2021. According to reports, David Beckham earned £ 657,322 a week last year, when he and his wife were paid £ 8 million in dividends from the emperor. general business system.
This revenue comes mainly from DB Ventures, a company that is licensed to manufacture sports shoes, watches, and wine and is famous for its David Beckham brand. In addition to business and beauty brands, David Beckham also owns shares in Inter Miami football club, also run by Beckham Brand Holdings. As of the end of 2021, the former player’s stake in this club is valued at £ 23 million.
According to the media, former footballer Beckham is a regular supporter, pouring capital for Victoria when she has lost business for a long time. He and other shareholders have put in millions of pounds to keep the brand running during the pandemic. With a huge fortune of up to 355 million pounds (VND 10,655 billion), the Beckhams are ranked 372th in the list of the richest people in the world.
