Bei Sao Has Done Many Things For "Vitoria Beckham".

Beckham won the prize again.

In the first two days, Glamour presented the twenty-fifth Annual Women's award.

She was also honored with the ballet dancer Misty Copeland, the psexuals social activist Caitlyn Jenner (the father of the supermodel Kim Xiaomi), the American women's football team and so on.

In fact, this is not the first time that Beckham has been recognized as a designer.

In March, British fashion magazine Grazia named her the most inspirational woman in the fashion industry for ten years (how to see it bitterness), louder than Kate Moss and Stella McCartney.

Last year, the British Fashion Awards, known as fashion vane, awarded the best brand award to Victoria Beckham.

In the same year, Bei Sao was also selected as the most successful British entrepreneur in 2014 by Management Today of British business magazine. She competed with her in the ranking of British pharmaceutical, clothing and real estate groups.

Yes, the identity of Beth sister-in-law seems rather monotonous - the former woman pop band member, the wife of the most handsome and most expensive player in the world, Beckham.

But now, referring to Bei Sao, more people will regard her as a designer. From the perspective of her award, someone may have regarded her as a businessman.

As to how high the fashion world is, how can she count the magazine cover?

In 2014 only, she had 9 covers of Vogue versions of different countries in the world, the vanity fair cover in Italy and Spain, and the cover of the American version of Allure.

She did this to expose her brand Victoria Beckham more.

In 2013, the sales volume of Victoria Beckham, the brand of the same name, was 30 million, compared with 91% in 2012.

The company's brand value also grew from the initial 1 million pounds to more than 30 million pounds, and the number of employees also changed from 3 in 2008 to 100.

As a matter of fact, the business which seems to be quite smooth now is not so natural for the fashion sign who always faces a serious face in the street shooting.

The retailer's purchase tells us the truth: customers do not want to buy star brands.

Therefore, the team will not try to play the "Bei Sao" card at the initial stage of promotion, and ignore all the information related to her.

Some retailers in the market tear up the tag of Victoria Beckham, so that customers can try them on.

Until some customers rush out of the locker room and shout, "this dress looks wonderful. Who designed it?" after a long time, they began to reconsider the word "Vitoria Beckham" to make the brand.

At first, Beckham chose only 9 stores in the world, mainly in Asia, India, America and Europe.

The idea of brand channel director Duane is: "for Victoria Beckham, the identification is never a problem. International recognition is not a problem. We just need to choose the location first."

Even now, Duane is still cautious about choosing sales channels.

Many people may not remember the days when she had a hard time.

That is

In the last days of existence, the golden wave of Bei Sao was over stained.

Many brands asked her not to wear their own clothes, even if she was spending money, they did not want to have anything to do with the blonde.

In 2014,

In an interview with BOF, he recalled: "for a long time, I was a laughing stock.

When people are laughing at me, I am just learning and accumulating what I need in my business. "

She even talked about her concerns about endorsement for her brand: "I want to be a hardworking image, keep a low profile and be a smart businessman.

To control the real part of the eye, rather than to appear like a vase.

Of course, the change of identity took some time.

Beckham first tested water in fashion business through a series of cooperation with other brands, including Linda Farrow glasses and rock & Republic Cox cowboy series, launched perfume products with Coty, and Japan's accessories brand Samantha Thavasa collaboration.

None of these brands is a luxury brand, but it gives Betsy a good opportunity to recognize the fashion industry.

It also made her realize that she wanted to participate more in fashion and even in business decisions.

Initially, the team had only three full-time staff, Beth Sao herself, the Melanie Clark who worked with Jonathan Saunders, Roland Mouret, and Tracy Lowe, who was responsible for production and customer development. She worked in Luella Bartley before.

2008 9 months.

At the Waldorf Hotel, Bei Sao released her first series.

Beckham recalled that when she finished her first show, she was a little nervous. She asked the staff at the scene whether she liked her design when she left the stage.

The answer is, "don't worry, you have to wait for those people to write something."

In 2014, Bei Sao spoke at the United Nations.

Bei Sao briefly appeared after her show.

As a result, even the most severe fashion critics praised the first series designed by Bei Sao.

Because the reaction is so good, some commentaries compare her design with Roland Mouret, and some even question whether Roland Mouret is the real designer behind her. But the fact is, this is the hand of Bei Sao.

Even though she loved Roland Mouret's design very much, she did get some guidance from Roland Mouret when she was doing this series, such as helping to set up a team of three people.

Despite the endorsement of the design community, the Victoria Beckham of bee Sao did not start at all.

Now, Victoria Beckham's ready-made clothing series is sold in 150 retail outlets worldwide.

In the 2014 year of the year, she decided to build a global e-commerce platform, and estimated that her brand sales would reach 100 million in the next three years.