VICTORIA BECKHAM

VICTORIA BECKHAM

Introduction

Since launching in 2008 Victoria Beckham has developed a special and modern language of clothing. Bold, intuitive and refined, they are the interpretations of the brand.

 

Target consumers:

As Victoria mentioned, their target consumers are ‘Beckham woman’, strong woman who appreciate luxury, quality and fashion. With each collection Victoria adapts her own personal style to the demands and desires of the women who swear by the label’s luxurious and flattering garments and make them feel strong, confident and empowered (Keys, 2014).

 

Product lines:

Showcasing the finest craftsmanship, fabrication and materials, all of five VB (Victoria Beckham) lines are developed at Victoria’s studio in London. The VB ready-to-wear collection is primarily handmade in the UK, whilst the Victoria by Victoria Beckham (2012) and Denim collections are handmade in Europe. Also, the Accessories and Eyewear are both expertly handcrafted in Italy. At first, the brand started to develop fashion line with luxury handbags selling at up to £18,000, and separate denim, eyewear and fragrance lines, and current it is famous as a young energetic brand that is favoured by consumers.

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Marketing strategy:

Even though Victoria Beckham is a new brand, it is never late to enter into the market. Eponymous name of the brand as the designer has caused a large amount of hot topics all the time in the fashion industry, and that brings the revenue indeed. Due to the designer’s own fame, it was a sellout in the first season there were only 400 dresses being made, although with retail prices starting at £650(Cartner-Morley, 2008).

Catching the demands of the consumers is always a smart market strategy, and VB really does. The brand involves much into media platforms, which scales from Twitter, Instagram, Facebook and Sina weibo (Chinese popular social platform).

New York Post reported that data collected by Listen First Media shows that Beckham earned a digital engagement rating of 1,337,169 for her Valentine's Day show (Shareablee Inc., 2016) 

 

                                                          (Source: Shareablee Inc., 2016)

In many cases, a third-party retailer own the relationship with the consumer and the data generated by these interactions is critical to brands. Marcia Lazar said, “It’s important to know what’s selling well at Neiman Marcus or Harvey Nichols. And if they used a fabric that the whole world hates, then they need to know that too.” (The Secret Journey of a Fashion Piece — Part 3: Logistics and Supply Chain, 2014).

Bibliography

Cartner-Morley, J. (2008) Victoria Beckham impresses on fashion debut, the Guardian. Available at: http://www.theguardian.com/lifeandstyle/2008/sep/09/celebrity.fashion (Accessed: 8 March 2016).

Cartner-Morley, J. (2014) Victoria Beckham: I used to feel famous, but now I feel successful, the Guardian. Available at: http://www.theguardian.com/fashion/2014/sep/05/-sp-victoria-beckham-fashion-empire-famous-successful (Accessed: 10 March 2016).

Designer Focus: Victoria Beckham on Her Latest Line and How a Woman Can Find Her Signature Style (2016) InStyle.com. Available at: http://www.instyle.com/news/designer-focus-victoria-beckham-her-latest-line-and-how-woman-can-find-her-signature-style (Accessed: 7 March 2016).

Inside Retail Asia. (2015) Victoria Beckham Hong Kong confirmed - Inside Retail Asia. Available at: https://insideretail.asia/2015/10/12/victoria-beckham-hong-kong-confirmed/ (Accessed: 10 March 2016).

Keys, A. (2014) Simon Collins In Conversation With Victoria Beckham | The New School Free Press, Newschoolfreepress.com. Available at: http://www.newschoolfreepress.com/2014/02/21/simon-collins-in-conversation-with-victoria-beckham/ (Accessed: 10 March 2016).

Sanghani, R. (2015) Is having a plus-size fashion week really any better than Victoria Beckham's skinny models?, Telegraph.co.uk. Available at: http://www.telegraph.co.uk/women/womens-life/11866360/Victoria-Beckham-skinny-models-Is-plus-size-fashion-week-the-cure.html (Accessed: 7 March 2016).

Shareablee Inc., (2016) Shareablee Social Scorecard Reveals Top 25 Global Luxury Brands on Social in H1 2015, Prnewswire.com. Available at: http://www.prnewswire.com/news-releases/shareablee-social-scorecard-reveals-top-25-global-luxury-brands-on-social-in-h1-2015-300118784.html (Accessed: 10 March 2016).