What Force Does Victoria Beckham Rely On In Its Transformation?

Simon is also talking about celebrity endorsements, including tennis stars Andy Murray, F1 racing car Lewis Hamilton, and of course Victoria's husband David. But he was the first hot potato group, the pop singer group composed of five queer British girls, becoming the most popular pop band in pop music history. Simon is also the founder of Pop Idol, which has been replicated countless times, and the more than 100 countries in the world have bought the copyright of the program.

Even if Simon is added, it will not change the bias of the fashion world, but it is also a star's weight to raise popularity.

"Everyone says," it's not going to work because stars don't even draw lines. But I didn't have any psychological pressure, because everyone thought my design would be rotten. Nobody looked at us at that time. " Victoria said, "I didn't think so much. I didn't enter the fashion world to prove it to anyone. I just wanted to prove it to myself."

Like other shrewd entrepreneurs, Beckham has chosen partners and cooperation teams before creating a fashion business, and has created a good corporate culture and corporate vision, so that everyone wants to integrate into it. This is another key to her success.

Victoria did not set up a full-time team. She used the backstage resources of XIX entertainment group. It was XIX who gave birth to the Victoria Beckham brand and built a streamlined core team. In the early days of brand building, there were only three full-time staff: the first was Victoria; the second was her right-hand man Melanie Clark (who had worked with Jonathan Saunders and Roland Mouret before); the third was Tracy Lowe, the manager of production and R & D, who had worked with Luella Bartley.

"The key is that Simon has its own company and there are other projects on hand. Victoria businesses rely on borrowed resources. To some extent, I was also borrowed by myself, and the money was raised by borrowing. "Zach Duane explained that he was first employed by Victoria as a lawyer and helped the company make the earliest license agreement. Now he has become the CEO of the company.

Through the cooperation of this lean team, Victoria released the first series of personal namesake brands during the fashion week of September 2008, which was released in a relatively private display mode at Waldorf Hotel in New York. This pushed her to the cusp of public opinion, and finally found the opportunity to ridicule her. The tabloid tabloids were eager to catch up.

"I didn't worry much about how the daily post appraise me very early. When I asked her how she dealt with the tabloid press, she said. However, it was still very bold to launch the first women's wear series in the fashion week.

"I am not nervous because I am a celebrity, but I am as nervous as any young designer who will launch the fashion series." "I remember the main media people who entered the first day of fashion week," she said. As they watched the presentation, they buried their heads in their notes. When they finished, they stood up and turned away. I said to my colleagues at the time, "so, do they like our brand?" she laughed. "No one will tell me if I like it. When they write it, you will know."

However, like their elusive style, even some of the most trendy fashion commentators praised Victoria for its success in its first personal fashion show and attracted everyone's attention.

"I can't believe I want to write like this," wrote Lisa Armstrong, a fashion editor of the times in London. (now she is the fashion editor of the Daily Telegraph). "But this series of women's wear is really impressive, and the design is quite colorful, with no flaws. Although there are only 10 women's clothes of different colors, each of them is the clothes that designers will wear out of the street recently. They have unique aesthetic elements: the 10 are all tall waist tight skirts with slim, tall, long legs. But what is more impressive is the fabric used for clothing (silk, wool and transparent hard yarn) and the assurance of the details of the design.

After Victoria launched the first women's wear series, someone immediately compared the series with Roland Mouret. Roland Mouret and Victoria Beckham belong to XIX group. The outside world often suspects that Roland Mouret is the design army behind the brand behind the Victoria brand. Victoria insisted that he himself participated in the whole process of design. "People used to think that there were a lot of conscientious design soldiers behind me. Until today, I thought it funny," she adamantly denied that Mouret was the designer behind the scenes. "There is no secret design team at all."

"I used to wear Roland Mouret brand clothes. I think he is a very talented designer, and I respect him very much both personally and professionally, "she explained." I talked with him about what I wanted to do, and he was very supportive of me. He introduced Melanie [Clark] to me. Roland has never been involved in design, but he helped me when I set up a team. "

However, this series is in the hands of retailers. No matter how much praise they have won, customers still refuse to do so because they do not want to buy celebrity brand clothes. Therefore, Victoria Beckham's team will try to avoid the relationship between brand clothing and her name.

"We have been apologetic when we first entered some markets. We have to let people forget that the brand name is Victoria Beckham. Zach explains, "some private shopping guides tear the trademarks on the dress directly, then pass them to the customer and say," try this one. " Then customers come out of the dressing room and say, "it's really great. Who designed it?" he recalls. "Then shopping guide will reveal the answer."

"At the beginning, we chose 9 stores around the world," Zach talked about the distribution strategy at that time. "If we can convince people that Victoria knows fashion, brand awareness will not be a problem in itself. So we must choose the location of the store that is consistent with the brand itself. We know that we have many fans in Asia, India, the United States and Europe.

Even today, Zach is very cautious in adopting this distribution strategy, because the Victoria Beckham brand clothing series will be sold to 150 stores around the world. "Every season we decline some of the former distributors." He said.

"But in the ready-made garment series, we may increase only 30 distributors in the next few years. Because we always have to pay attention to choosing the right sales outlets, so as to ensure the direction of business.

In short, the Victoria Beckham brand currently has four product lines: garment series, cowboy series, spectacle series and accessories series. At the same time, the sub line brand "Victoria, Victoria Beckham" is also introduced. Compared with the main line style, this series is more suitable for eccentric and eccentric young girls, and is becoming a major pillar of the brand.

From the beginning, Victoria and Zach decided to launch e-commerce on a global scale and face up to customers. "Because our customers are all over the world, we initially took the e-commerce route." Zach explains.

So what is the key direction for the next fast developing fashion kingdom?

"Retail business." Zach said the company opened a 7000 square foot London store in Dover Street in September this year. "I think we can only develop slowly like a wholesale brand. Victoria has a clear vision of its brand development. She sniffed such business opportunities when she stroll around Dover Street, so we plan to follow this route. Before opening an independent store, we plan to start offering personalized stores in some department stores.

"In the past two to three years, we have focused on developing young brands in this international market. We believe that our brands have great room for development in the international market," Zach added. "One of our strengths is that we can become partners and attach great importance to other brands. They truly believe that we can create the true scale, and in my view, the most important thing is to concentrate. "

But what does "real scale" mean?

"I believe that in the next two to three years, we should be able to easily win the sales of 100 million pounds (950 million yuan). But this is only my personal guess. After all, the situation is uncertain. We have a retail promotion plan, but it has not been used yet. " However, we have seen that Victoria has made plans, set up such an excellent team, has certain financial resources, and can enhance its global reputation by virtue of its reputation. However, the success of Victoria Beckham is far from being as simple as it appears. I asked Zach what power Victoria had to drive her to try new things, especially when she was in the spotlight. She was not always seen by others. "I guess it's probably a sense of insecurity. This sense of insecurity drives all celebrities and successful people to keep trying," Zach guesses. "Victoria is the first to admit that she may be an ugly duckling, but she also believes that she will not always be an ugly duckling."

"As a successful pop artist, millions of pounds of music royalties are paid. Sponsor Fei married the most famous star in the world. She could have said, "I am the winner of life." But she did not stop there. Zach commented.

"I have been working hard." When I threw this question to her, she said, "why do you want to do this?" I'm lucky that I don't have to earn money to support my family, but I have to work. I have a lot of things to do. I have been working very hard. This is the kind of person in my bones.

"When I was in school, I was never the smartest student. Later I went to drama academy, and I was not the most talented one. All along, I have to work very hard. I've never seen any pie falling from the sky. But I have been fighting for it all the time. I am not sitting there waiting for good things to come to me, but going out to fight for it. I never wait for opportunities to come to me, but to take the opportunity to take the initiative. I'm going to pester someone, ask him for help, and keep worrying him. In short, I feel my destiny is my decision.