Auxiliary Line Helps Victoria Beckham Brand Turn Losses Into Profits

　　 Victoria Beckham Vitoria Beckham launched the brand name Victoria Victoria Beckham, which was launched in 2011. It has helped the brand to turn a profit after losing one year.

According to Beckham Ventures Limited reporting to Companies House UK company management, the Victoria Beckham brand revenue increased more than doubled to 15 million pounds in 2012 compared with 2011, and realized a profit of close to 1 million 500 thousand pounds, while 2011 made a loss of 1 million 600 thousand pounds.

Victoria, Victoria Beckham captured a fashion fan with more casual and lively designs and relatively "approachable" prices. The lowest price of the series is 495 pounds, while the price of main line Victoria Beckham takes off from 1300 pounds.

So far, the revenue of Victoria Beckham brand is mainly contributed by wholesale business, and 20% of them are from online sales of cooperative retailers such as Net-a-Porter. Zach Duane, chief executive of Victoria Beckham, described it as the most important sales channel so far. In addition, the Victoria Beckham brand website was added to the e-commerce function at the end of March this year, and the website was set up to sell the main line Victoria Beckham main line accessories, the secondary line Victoria Victoria Beckham's ready-made garments, accessories, glasses and denim products. It also included ICON classic series, opened up retail channels to serve the global customers, and the Victoria Beckham main line clothing items will also be launched on the brand website from January to next year.

According to Zach Duane, Victoria Beckham is available in 54 countries and regions, with 500 retailers. Among them, the United States is the largest market, occupying 20% of the total sales, followed by the UK and Germany led Europe, and the Asian market driven by Hongkong, China, Korea and Japan.

Different product lines have prominent sales in different regions, such as Victoria and Victoria Beckham, which are popular in Japan. Consumers in the Middle East are most fond of accessories, and glasses sell well in Asia and Europe, which are insensitive to price. Ready-made clothes The series is excellent in the world.

In view of the outstanding performance of the US and Europe, Victoria Beckham e-commerce is currently being launched in the two regions simultaneously, and China is also one of the future target areas. However, because it is more difficult to enter the field of e-commerce in China, the brand wants to be opened under mature conditions.

Although Zach Duane does not want to disclose the sales expectation of e-commerce, he hopes to compare with the sales volume of the brand on the cooperative retailer website. It is believed that with the expansion of channel and e-commerce, the Victoria Beckham brand will gain a new high in 2013.

But Victoria Beckham Vitoria Beckham's ambition is more than that. Earlier in an exclusive interview, she said that in the future, if conditions permit, it hopes to be launched on the basis of the current five categories. shoes Other categories, such as children, cosmetics, underwear, perfume and so on, should establish their own fashion kingdom.

Beckham Ventures Limited is located in London, currently has about 90 employees, Victoria Beckham Vitoria Beckham said it plans to expand the work team.