Victoria Beckham "Bei Sao" Brand Disclosure On Fiscal Year Data

British celebrity designer Victoria Beckham (Vitoria Beckham) founded the same name fashion brand Victoria Beckham formally submitted to the British registered company authority Companies House for the 2018 fiscal year's annual income statement. Due to the delayed delivery of orders, the number of orders for wholesale channels declined, brand sales in fiscal year 2018 fell 16% to 35 million 100 thousand pounds, and operating losses also expanded again.
The annual profit and loss statement submitted by the brand shows that brand sales in fiscal year 2018 declined 16% to 35 million 100 thousand pounds compared with the wholesale channel orders, and operating losses increased 18% to 11 million 700 thousand pounds over the same period.
Ralph Toledano, chairman of Victoria Beckham, said the brand's performance in the 2018 fiscal year was in line with expectations. Lack of systematic management leads to delayed delivery of wholesale channel orders, and the decline in orders is the main reason for the decline in sales. They are improving this. Brand make-up and skin care series are popular among consumers. Sales of flagship stores in Dove street in London are also increasing. They expect brand losses to narrow in the 2019 fiscal year. In 2020, the brand will launch perfume series.
In the 11 years since its establishment, the Victoria Beckham brand has been slow to make profits even though its elegant design and sharp tailoring have attracted the attention of consumers and celebrities. This is closely related to the lack of in-depth research on target consumers and the lack of brand positioning. Although both the design and the texture are very good, the high price of the product has discouraged many consumers.
Ralph Toledano said that fans of Victoria Beckham appreciated her own ideal and appreciated her aesthetics, which was the main driving force for the growth of brand sales, but they generally indicated that the price of products was too high. In the future, they will reduce the price by 20% to 30% when the quality of products is guaranteed.
In order to achieve profitability, Victoria Beckham brand has made a lot of efforts.
Fierce competition from mainstream luxury brands and Internet start-ups has discarded the traditional wholesale distribution mode and gradually expanded the online business channel. They not only launched the direct selling beauty product line, but also upgraded the online business platform, and launched beauty and wear channels on social media. In order to better attract millennial consumers, the brand design style has also changed, and began to carry out the "Drop" style.
In addition, the brand has launched a series of glasses, and has extended the lifestyle area and increased the international exposure rate through the long-term cooperation agreement with the sports shoes brand Reebok.