Victoria Beckham Case Study by https://padlet.com/400914431/lc22p2mpv3y04b0l Research Folder en-us 2021-06-17 14:03:53 UTC 2023-04-02 18:16:00 UTC hello@padlet.com About 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612320222 2021-06-17 14:05:07 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612320222 Beauty 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612324430 2021-06-17 14:06:53 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612324430 BOF 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612326848 2021-06-17 14:07:55 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612326848 Losses 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612333355 2021-06-17 14:10:25 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612333355 11 yrs of VB 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612335843 2021-06-17 14:11:18 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612335843 2019 article 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612336558 2021-06-17 14:11:37 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612336558 Pre Covid loss grows 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612339017 2021-06-17 14:12:42 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612339017 Essay on INT 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612342774 2021-06-17 14:14:17 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612342774 Definitions 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612368524 Internationalization describes designing a product in a way that it may be readily consumed across multiple countries. This process is used by companies looking to expand their global footprint beyond their own domestic market understanding consumers abroad may have different tastes or habits.

Globalization is the spread of products, technology, information, and jobs across national borders and cultures. In economic terms, it describes an interdependence of nations around the globe fostered through free trade.
]]> 2021-06-17 14:25:21 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612368524 Luxury Pivot to Asia 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612372817 2021-06-17 14:27:12 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1612372817 South Korea 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1621716020 2021-06-23 13:53:25 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1621716020 Kevin Harding talk Week 5 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1628339666 Merchandising Manager

diff line £300 average rrp
mainline average £900 rrp
restructure and two brands combined to make an average rrp of £500

exploration of who the customer is, 2 lines had a different client base
trying to find the 'new consumer'
journey of self discovery
2/3 seasons trying to find who this is
"bit more unbuttoned, not so done up, more casual"

old vvb line saw ganni,  red valentino as competitors
main line was celine, gucci, prada etc
new ones will be jaquemus, stella, isabel marrant

brand needs a stronger message about who its for
'fashion needs a message'
needs to align with own personal values more than just clothes

larger sizes didnt sell, main size run is 4-14
talks about empowering women, but doesnt feel like it really does this, needs to be more inclusive.

core product would be dresses, represent 25-30% of sales (££)
swinging towards casual pieces, denim is growing
VVB started as jeans brand
volume is jersey and mainly tees

mission statement:
creating a lifestyle for women, empower women, all RTW allows them to dress up or down, Reebok for sportswear, beauty line. 
Lifestyle brand to empower women
bring everyday good wardrobe for anyone and makes them feel confident.

well stocked in asia, department stores. 
dont connect with the asian consumer, different culturally, sizing etc. 
need to know this customer better before opening stand alone
best way they do it atm is via wholesale partners
big problem with oversized, 
picking up there atm, very competitive
brand recognition is v important
brand driven even if logo isnt visible
"beckham" is v well known, but VB as designer isnt in asia

marketing will be more premium as opposed to high luxury, will be visible, all be under one umbrella

best way to launch a brand; follow word of mouth but digitally
british heritage is major in asia
seeded product with asian influencers with big followings, really blew up fast
consumers saw their faves influencers with product and wanted it
this lead to usa then europe

isnt sustainable atm, 
they want to push it, slowly getting there every season product becomes more sustainable
issue is because shes in the public eye, until she's got it done perfectly, she doesnt want to go public in fear of backlash
rework a lot of previous season stock

asia is a more exciting market for the brand
this would bring more ideas about pushing boundaries of design, asia brings a more creative way of dressing

bringing back accessories, bags etc are a key driver, 
VB did have bags in the collection, brand recognition wasnt there for price point
NOW the opportunity is there, for a contemporary accessories collection, will be in house
need bag shapes that are distinctive to the brand, market is crowded need something new
exploring over seasons what works and what doesnt

needs a separate ig and social media for the brand, having her personal and business in one is confusing for consumer

opportunity for home collection
did sell when it was done, how far do you take it?? versace home for example

target consumer:
unsure who it is atm but the main target is:
successful women, well payed, independent women, strong mind, knows what they like, no age bracket, likes to have easy to wear garments tailored and well fitting, good fabrics, wants to dress up in the evening for drinks dinner etc.
women that love to have a good wardrobe they feel confident in.

100% of pride product sales go to AKT charity

product has held back expansion into asia as it wasnt right
need  the right goods to sell
spend more time touring asia, getting a feel for the place before going to launch
good collection and good marketing strategy]]> 2021-06-28 13:06:57 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1628339666 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1640416853 2021-07-07 14:10:50 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1640416853 luxury sustainability strategies 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649548107 2021-07-14 14:45:43 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649548107 SE Asia sustainable 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649549530 2021-07-14 14:46:58 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649549530 Asia shopping forecast 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649550920 2021-07-14 14:48:06 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649550920 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649568557 The tote bag
A transseasonal must-have, the tote allows room for experimentation, highlighting its versatile appeal. Explore XL constructions to enhance its carryall qualities for the #futurecommuter and #beyondthebeach. Refined craft details are key, as seen in the colourful recycled fabric patterns at Chloé and the woven tote at Tod's. Continue to invest in #modulardesign as functionality maintained relevance during 2020, as confirmed in the seasonal Buyers' Debrief.

]]> 2021-07-14 15:02:31 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649568557 Women's bags trends 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649570532 2021-07-14 15:04:15 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649570532 Wholesale 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649585589 2021-07-14 15:16:42 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649585589 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649591654 2021-07-14 15:21:00 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649591654 Korea Consumer Behaviour 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649595831
South Korea is a consumer society. Purchases not only serve the primary needs but also for image and status reasons. The economic slowdown and the high level of debt have pushed some Koreans to pay attention to their spending, even if luxury goods are still trendy. Products attracting the most consumers are successful brands where detailing is visible. Consumption is used to make a statement. In general, purchases are made in department stores, shopping centres but also in new types of stores (example: food retailers).

Korean consumers are not loyal to brands, they tend to be tech-savvy and concerned with brand names. Koreans are very connected. As a matter of fact, more than 98% of South Korean households access the World Wide Web daily and over 85% of the Korean population owns a smartphone. Online shopping is very democratised. In 2019, 88.5% of the nation’s population use e-commerce platforms, and this is expected to rise to 94.4% in 2023. The use of the internet also makes it possible to search for information on a product before picking it up in a store. Social networks are used to explore, review products and buy. Influencers and testers of known products are influential in consumer decision making. Consumers are increasingly less attracted to domestic products while purchases of foreign products are growing.

South Koreans tend to change their consumption behaviour.  Koreans are increasingly looking for leisure free time. Consumption friendly to the environment is not yet fully widespread, even if it developing. A new group of consumers has emerged, insisting on “green labels” and hunting for eco-friendly, or organic and natural alternatives. Concerns for the environment are a little stronger among young people. There is a second-hand market in South Korea that is developing, especially with flea markets and internet exchanges. The collaborative economy is present and growing in South Korea.]]> 2021-07-14 15:24:34 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649595831 how to market to south koreans 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649599469 2021-07-14 15:27:55 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1649599469 EMF 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1654637603 2021-07-19 10:59:56 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1654637603 Mulberry SK 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1657235268 2021-07-21 15:30:11 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1657235268 Mulberry SK 2 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1657236740 2021-07-21 15:31:52 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1657236740 Mulberry pt3 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1657238222 2021-07-21 15:33:36 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1657238222 McKinsey Report 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1661220790 2021-07-26 16:05:23 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1661220790 Cut prices to future proof 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1661239917 2021-07-26 16:31:47 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1661239917 Vogue Article/Interview 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1661243617 2021-07-26 16:37:33 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1661243617 VB Beauty 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1663301865 2021-07-28 17:01:02 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1663301865 Why Expand?? 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1663305203 2021-07-28 17:05:29 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1663305203 VB Accounts Year End 31.12.19 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1666759787 2021-08-02 13:52:00 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1666759787 Hofstede South Korea Pres 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667908008 2021-08-03 14:55:25 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667908008 Strengths 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667911339 Strong brand character
Influential person
British heritage behind the brand]]> 2021-08-03 14:58:50 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667911339 Weaknesses 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667912028 Narrow product offering
Limited size range, not very inclusive
High price point may put off consumer]]> 2021-08-03 14:59:39 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667912028 Opportunities 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667913158 Extend product line; accessories, bags, homewares etc
More product promotion as opposed to lifestyle
Create separate instagram page for brand, rather than having personal and business combined]]> 2021-08-03 15:00:55 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667913158 Threats 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667913656 No entry level price point
Weak or no USP]]> 2021-08-03 15:01:28 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667913656 VB Marketing Pres 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667918875 2021-08-03 15:06:42 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1667918875 SK Market Size 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668769970 2021-08-04 10:11:59 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668769970 Sustainable Strategies 2023 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668774100 2021-08-04 10:21:36 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668774100 Pestle Analysis of SK 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668933302 2021-08-04 14:00:53 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668933302 Stages Theory 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668937799 2021-08-04 14:04:37 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668937799 State of Fashion 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668938148 2021-08-04 14:04:58 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1668938148 Fabric 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669024912 Responsibly sourced leather]]> 2021-08-04 15:22:33 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669024912 Zero Waste Leather 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669028489 Look at Anya Hindmarch]]> 2021-08-04 15:26:26 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669028489 Retail Forecast 21 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669146903 2021-08-04 17:36:29 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669146903 Asia Shopper Forecast 21 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669151962 2021-08-04 17:42:36 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1669151962 Hofstede South Korea 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1670183960 2021-08-05 16:26:43 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1670183960 Hofstede in Korea 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1674009865 2021-08-10 11:58:37 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1674009865 Sustainability Asia Stats 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1674223072 2021-08-10 15:01:18 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1674223072 Font page image 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675279374 2021-08-11 09:37:08 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675279374 SK Fashion 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675297958 2021-08-11 10:11:18 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675297958 Flag 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675298828 2021-08-11 10:12:54 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675298828 Eco Fashion 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675299818 2021-08-11 10:14:51 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675299818 Department Store 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675300592 2021-08-11 10:16:22 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675300592 Insta 'flex' 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675307475 2021-08-11 10:29:03 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675307475 Contents Image 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675435624 2021-08-11 13:20:17 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675435624 Challenge Image 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675481703 2021-08-11 13:52:11 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1675481703 Marketing Strat 1 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677033326 2021-08-12 16:02:47 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677033326 Marketing Strat 2 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677034071 2021-08-12 16:03:26 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677034071 Patch bag 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677046161 2021-08-12 16:13:19 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677046161 Modular Bag 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677060291 2021-08-12 16:24:19 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677060291 Layout 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677158161 1 – Introduction; set the scene of the situation by providing context and background about the brand and its products.
2 – Challenge; what is the problem that the brand is facing; why they would need to expand internationally?
3 – Solution; provides a general overview of the proposed strategy and how this would benefit the Brand. 
4 – Benefit; Justify why this strategy is the right choice for the brand and how this could be further expanded to different markets (if relevant)
5 – Result; bring your conclusions and recommendations.
]]> 2021-08-12 17:46:25 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677158161 Layout 2 400914431 https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677158608 Introduction:

About VB. The brands history/ purpose 
current Positioning in the market
Current performance, current consumer
Existing product

Challenge:

What is the problem the brand is facing? why is it not performing well?
How has the global landscape changed and what impact has this had?

Solution:

What is your solution for global expansion, how are you going to implement it?
The Concept
The Expansion Strategy
The South Korean Consumer
The Operational Process
Marketing strategy

Benefit:

Why will it help?
Benefits of the South Korean market
Benefits of the South Korean consumer
Benefits of global exposure
How/Why will this market and concept encourage success?
Legal and regulatory policy at local, national and international levels/
Government laws that would benefit the concept.
Market drivers success

CONCLUSION & RECOMMENDATIONS - Further expansions?
]]> 2021-08-12 17:46:48 UTC https://padlet.com/400914431/lc22p2mpv3y04b0l/wish/1677158608