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Merged 2 brands Victoria Victoria Beckham (average price point £300) and Victoria Beckham (average price point £900) and meeting in the middle for new price point £500-600.

Driven by marketplace of designer brands doing better than uber luxury brands.

Merging of more formal, dressed up, red carpet brand and more fun, casual, weekend style fashion brand.

Both brands had very different customer types so on journey of discovery of who is the new Victoria Beckham and customer?

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Jacquemus
Stella McCartney
Isabel Marant

Designer level brands

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do you think merging the 2 brands will introduce you to a younger customer audience?

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do you think merging the 2 brands will introduce you to a younger customer audience?

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Thinks there needs to be a stronger message surrounding the brand and who it's for.

Victoria believes young women will want to wear the dresses.

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is there a particular reason sizing only goes up to size 12?

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is there a particular reason sizing only goes up to size 12?

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Standard sizing for Victoria Beckham: 4-14

Victoria Victoria Beckham - clothes were all very oversized fit (wide leg trousers, oversized shirts etc) so did fit larger sizes than 14

Silhouette has got smaller and smaller over the years so is now more of a true to size fit.

Did introduce size 16, 18, 20 for a few seasons on both lines, however they did not sell.

Analysis every season around sizing and those sizes represented under 1% of what the brand sold.

Spending money unnecessarily producing clothes for those sizes if they don't sell.

Brand and Victoria talks about empowering women but Kevin doesn't believe they truly do and there is work to be done surrounding that topic and improving inclusivity of sizing within the brand.

Wants to get women of all different body types involved in the brand.

Brand is not known for pushing boundaries as a brand.

Victoria has such a big reach she could be a pioneer for having a more diverse cast as the company itself is very diverse within its staff.

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Dresses - always been core product

25-30% of everything sold per season

Starting to see swing towards more casual product - especially surrounding covid

Denim growing really fast - Victoria Victoria Beckham started out as a jeans brand

Dresses are the value business - money

Volume business is the jersey - t-shirts - always do slogan t-shirts each season - all things that Victoria has said (witty and taking the mick) e.g. love your shoul hate your personality

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Not clear on website

About creating lifestyle for women

Empower women - needs to be pushed much further

Woman can dress up or down (Reebock collaboration)

Lifestyle brand

Wants to bring every day good clothes

Mission needs to be developed

Easy to wear

Anybody can wear

To feel confident and empowered

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Quite well stocked in Asia across the department stores

Brand doesn't really connect with Asian consumer

Different culture and sizing

Asian average height much shorter - doesn't match clothing designs

Need to know customer better culturally - work very closely with wholesale partners to see where improvements are needed

Problems with oversized product as even size 4 way too big for average customer in Asia

Difficult to sell in Asia

Very competitive market and brand recognition is very important

Brand driven market - people want you to know what they are wearing

Victoria Beckham as fashion designer not completely known in Asia yet

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would you like to market as more of a premium brand or high end luxury brand?

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would you like to market as more of a premium brand or high end luxury brand?

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With the 2 brands coming together, will be marketed as more of a premium brand.

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if you were responsible for taking the brand into a new market would you venture into just 1 country with a range or 2+?

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if you were responsible for taking the brand into a new market would you venture into just 1 country with a range or 2+?

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1 place

Spreads by word of mouth but in a digital way

British brands work well in Asia - seed products with Asian influencers with huge social media followings on popular Asian social media platforms

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is sustainability integrated into the brand?

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is sustainability integrated into the brand?

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No - but wish it was.

Want to push sustainability - bit better every season - recycled fabrics, deadstock, previous seasons stock, don't work with any toxic chemicals, denim supplier recycles production steam

Because Victoria is a celebrity in the public eye, she doesn't want to go public with sustainability until it is 100% perfect because press will find small details to tear her apart if it's not a foolproof system.

Switching to bioplastic buttons (recycled bottles and can be recycled again at end of garments life) - no horn or mother of pearl

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Bringing back accessories

Particularly handbags - driver

Used to sell accessories but were priced too high so didn't work

Contemporary collection

In house

Distinctive shapes and bag silhouettes to business - recognisable

Explore over few seasons what works and doesn't and what customers like

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why isn't there an instagram account for the brand?

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why isn't there an instagram account for the brand?

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Uses her personal account also as brand account

Conflict of interest - seems like she's advertising other brands through personal posts on her account

Frustrating for staff and customers

Separate social media for brand would help - less confusing

Spoken about a lot

Slow process for Victoria as brand is so personal for her as her name is on the label

Seen as celebrity clothing line due to this confusion

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how come there is a very limited home collection?

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how come there is a very limited home collection?

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Bit of a trial

More just like Christmas gifting

Needs more meaning behind it

Real opportunity to expand into more of a lifestyle brand

It did sell

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Successful woman who earns a certain amount of money

Clothes not super accessibly priced

Independent

Strong mind - knows what she likes

No age

Needs certain income - so most likely not at beginning of career

Likes clothes easy to wear

Wants good tailoring, fitting and fabrics

Wants to dress up in evening for drinks, dinners etc

Works out - VB Reebok

Casual weekends with friends - slogan t-shirts and jeans

Love to have a good wardrobe and feel confident in clothes

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Brand has creative director as with every brand - Victoria's role

Design team come to her with ideas

She sets the tone for season and ideas for design team

Design team research and start to build collection and Victoria checks in every week

Design team present ideas and she approves or disapproves - makes suggestions

She doesn't put pen to paper

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would VB consider doing something more different/out there like a streetwear collection for example?

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would VB consider doing something more different/out there like a streetwear collection for example?

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Yes

Her kids are growing up and bring lots of influence to Victoria about what they and their friends are wearing - shown through recent collections with more casual pieces

Have to be careful about not stepping on toes of Reebok line - more sportswear/streetwear

Coming soon

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There has been children swear with Target collaboration - very accessibly priced - did really well

Leverage Victoria as a mother with children swear

Menswear - could involve David but don't want it to be celebrity brand - how you could bring that in ?

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would they be likely to do a high street brand collaboration again?

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would they be likely to do a high street brand collaboration again?

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Yes

She would want there to be a sustainable element to it

How would you get customers from high street collaboration moving on to the main brand?

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Really well

100% of proceeds go to AKT -LGBTQ+ charity - very rare for brand to do

Wannabe Spice Girls single 25 years old this year so has been integrated with slogan

Price point a bit high

Spice Girls have connection with LGBTQ+ community

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what has held VB back from expanding into Chinese market in the past?

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what has held VB back from expanding into Chinese market in the past?

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The product - not right for market

Marketing strategy - would involve Victoria spending a lot of time in Asia

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It is her ever-increasing cred as a designer-entrepreneur that has lifted her above the “pop singer creates a fashion line” fray.

In 2006, under the brand dVb—a monogram, of sorts, for David and Victoria Beckham—she launched her own denim line, and later expanded with fragrance and eyewear ranges.

It was September 2008, when she debuted her Victoria Beckham label with a collection of spring dresses at New York Fashion Week, that the movers and shakers really began to sit up and take notice. She quickly forged a distinct design signature: neat-fitting, rather Roland Mouret–esque hourglass frocks, with lots of long zips and body-conscious tailoring.

Although her persona—in the tabloids, as well as when she’s representing her brand—is, well, posh, Beckham comes from a solidly middle-class background that, she has said, informed her work ethic in a very positive way. “I don’t do anything by halves,” she told The New York Times in 2010. “If you’re going to do something, do it properly, I think. Otherwise there is no point in doing it at all.” Today, the Victoria Beckham brand has flagship stores in London and Hong Kong.

In her transformation from celebrity to designer, part of Beckham’s strategy was to really mean business, with all the top resources and hefty price tags the mission called for. Ten years on, now a much-loved member of the industry, she is self-assured and savvy enough to seize uncharted territory.

In 2013, Beckham launched an e-commerce site and a year later, she opened her flagship store on London’s Dover Street. Turnover from the brand has been steadily rising, doubling between 2012 and 2013 to reach over £30 million (about $46 million), with this strong performance predicted to continue. In 2017 the brand raised £30 million in funding from private equity firm Neo Investment Partners in a deal that valued the business at £100 million, and in 2018  current president of the Fédération de la haute couture et de la Mode Ralph Toledano was announced as the label's chairman.

Journalists called her debut a “very impressive, accomplished collection, with not a single dud”.
Indeed, her first few collections were successful both critically and commercially.
Since then there have been London fashion shows and tie-ups with sports brands such as Reebok.
Yet financial success has never quite followed. Victoria Beckham Holdings Limited, which owns her fashion business, did report a £2.5million rise in sales to £38.3m in 2019.

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The designer has shed her Spice Girl image with her critically acclaimed understated, modern take on womenswear.

Since launching her womenswear line in 2008 with a range of easy dresses and slim separates, former pop-star Victoria Beckham has continued to impress critics with her expanding aesthetic, growing her brand into a global fashion label that now includes handbags, sunglasses and shoes.

Before she became a fashion designer, Victoria Beckham was best known to the world as a member of superstar pop group the Spice Girls. However, unlike most other celebrity-designed products, Beckham oversees all production and design aspects herself and has successfully parlayed her personal profile into a high quality fashion brand. “I want to get bigger and bigger,” she told T magazine. “I absolutely want an empire.”

In 2017 she was awarded an Order of the British Empire for her services to the fashion industry.

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Commentators say Victoria’s struggles lie in the fact that she hasn’t turned her own popular image into one normal women can associate with.

VB appears to be designing clothes for her own wardrobe, not the wardrobes of buyers.

Fashion journalist Hilary Alexander said: “It’s part of the problem that the clothes appear to be designed for Victoria Beckham to wear, which is rather exclusive of others.
“The designs don’t strike a chord with the right kind of market.”

But it still made a loss – much of it down to costs involved in launching Victoria Beckham Beauty.

Annual pre-tax losses for 2019 hit £16.6m, up £4m on 2018. As far back as 2013, VBHL had a £3.4m operating loss. In 2014, it was £3.8m, by 2015 it hit £4.4m and a year later it was £8.2m.

And by 2017, it ran at a £10.2m loss. All this despite a number of cash injections to keep it afloat. There were reports of the flagship Mayfair store being empty, quiet, intimidating – like a museum.

Pricing is an issue. In November, fans baulked at the £515 for the VVB range tracksuit.

One fan saw an Instagram post of Victoria in the gear and wrote: “Will you ever come out with a line that the average person can afford?”

Another asked: “Can’t you design a more realistic priced range for us normal peeps?”

A year earlier, Victoria hit headlines for flogging VB T-shirts for £390 a pop. Company financial woes may not have diminished the mum-of-four’s personal appeal.

But she did take flak last April for furloughing 30 staff – when the Beckhams are worth a combined £335million. There was a swift U-turn.

As Covid hit hard, the company shed one-fifth of its staff and cut the number of annual collections it produced.

The couple paid themselves £14.5million in dividends in the last year – £39,726 per day.

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Japanese cherry blossom (prints and colours - white, reds, pinks, pale yellow) or anime incorporated

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Japanese cherry blossom (prints and colours - white, reds, pinks, pale yellow) or anime incorporated

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sold in store in Tokyo - own store or popular Japanese department store?

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sold in store in Tokyo - own store or popular Japanese department store?

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BIOTOP:

store in Tokyo (capital city)

already stocks some VB pieces

"BIOTOP" is an environmental term referring to "a region uniform in environmental conditions and creatures' habitat" - boost VB sustainability image

a complex shop offering fashion, botanical, and food

opened in Shirokanedai, Tokyo in March 2010

In the shop, pieces of premier luxury brands and featured brands selected from all over the world, and goods which color your life, such as natural cosmetics and lifestyle goods are lined up.

In the courtyard, there is a symbolic tree house made of oak.

A botanical shop 「BIOTOP NURSERIES」 offering life with plants, and a cozy cafe & restaurant where you could enjoy great meal while looking at greens.

They are qualified as a landmark of the city.

lots of plants - very green and natural (forest vibe)

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combine VB signature styles and popular Japanese fashions

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combine VB signature styles and popular Japanese fashions

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smaller size range suitable for market - the average height of 17-year old Japanese women is 157.8cm (5’1”).

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smaller size range suitable for market - the average height of 17-year old Japanese women is 157.8cm (5’1”).

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VB interest over time past 10 years in Japan

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VB interest over time past 10 years in Japan

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VB interest over time past year in Japan

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VB interest over time past year in Japan

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Japan's most used social media platforms 2021

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Japan's most used social media platforms 2021

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Facebook in Japan - leader for business networking

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Facebook in Japan - leader for business networking

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Top Japanese social media influencers 2021

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Top Japanese social media influencers 2021

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Youtube:

1. Hajime Shacho – 9.08 million subscribers

2. Hikakin TV – 8.88 million subscribers

3. Fischer’s – 6.57 million subscribers

Instagram:

1. Naomi Watanabe – 9.3 million followers

2. Rola – 6.4 million followers

3. Kiko Mizuhara – 5.7 million followers

TikTok:

1. Junya – 24.9 million followers

2. Panna – 9.2 million followers

3. Shibakoma – 6.7 million followers

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Top 10 Japanese Instagram hashtags in 2021

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Top 10 Japanese Instagram hashtags in 2021

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1) #写真好きな人と繋がりたい (40.1M)

I want to connect to people who likes photography

2) #ファインダー越しの私の世界 (27.5M)

My world through the viewfinder

3) ＃ファッション (26.6M)

Fashion

10)＃お洒落さんと繋がりたい (19.6M)

I want to connect to people who are fashionable

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regular size for Japan but petite for UK launch ?

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regular size for Japan but petite for UK launch ?

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Launch event coinciding with cherry blossom blooming season

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Launch event coinciding with cherry blossom blooming season