25th Jun 2021
Victoria Beckham is about to get a lot cheaper, as Vb is looking to “future-proof” her brand by reducing the average price of her dresses by almost 40%.
Victoria Beckham is set to reduce the average selling price of her dresses by almost 40% in an effort to reach a broader customer base and to adapt to the lifestyle disruptions caused by the pandemic.
The designer will merge her main luxury line, Victoria Beckham, with her more accessible diffusion line, Victoria, Victoria Beckham, according to Vogue, by using less embellished fabrics and changing silhouettes. Marie Leblanc, the label’s CEO, said the changes were to “future-proof” the brand.
“Right now feels a bit like that moment after you’ve had a baby, and you can’t remember what you wore before you were pregnant,” said Victoria Beckham at the launch of her new collection. When I was pregnant with [daughter] Harper I wore very different clothes, and after she was born it took me a while to figure out what I wanted to wear. Coming out of the pandemic feels a bit like that. I really embraced a more relaxed way of dressing during lockdown, and that changes what I want to wear now.”
“We are going to come out of this time with a hybrid lifestyle,” said Leblanc. Maybe you don’t have to dress up so much to take a meeting.”
“The other day I was packing for a trip to New York, and I pulled out the pieces I would normally take – midi-length skirts and pussy-bow blouses – and they didn’t feel right at all. I wore denim and tailoring instead,” said Vb.
Beckham and Leblanc said they hoped the pricing structure change would broaden their customer base. Despite being one of the biggest names in fashion, Victoria Beckham is yet to turn a profit.
“Our customer is smart,” said Leblanc, “she wants value for money.”
Photography by Jason Lloyd Evans.