Victoria Beckham cuts retail prices to 'future proof' brand

Victoria Beckham cuts retail prices to 'future proof' brand

By Cecilia Matanatabu
Saturday 26/06/2021
Victoria Beckham cuts retail prices to 'future proof' brand.

Victoria Beckham is cutting its retail prices by up to 40 percent in a bid to ‘future proof’ the company.

The London-based design designer said she is moving to a simpler silhouette and less expensive fabrics after the pandemic saw demand for embellished party dresses fall.

Victoria Beckham’s chief executive officer Marie LeBlanc said the changes were necessary in order to “guarantee the future.”

In an interview with the Guardian broadsheet, LeBlanc stated: “We are going to come out of this time with a hybrid lifestyle.

Maybe you don’t have to dress up so much to take a meeting. Our customer is smart, she wants value for money.”

While tailoring is expected to remain a core category, Beckham is embracing a lo-fi aesthetic paired with a more accessible price point.

A collection of easier silhouettes focussed less on high-end simplicity and more on price and wearability could see Beckham expand her market reach and draw in new customers, especially a younger, more cost-conscious clientele.

Since launching in 2008, the pop-star-turned fashion designer is yet to see her fashion business make a profit.

In the company’s last funding round in 2017 Victoria Beckham Ltd raised 30 million pounds.

In recent years the London team has seen a roster of high-profile designers and managers exit the label. The business remains in flux, albeit with a new plan.

By: Don-Alvin Adegeest


Pryde is entitled to be paid salaries until he is removed from office - Rabuka
Prime Minister Sitiveni Rabuka has stated that the suspended Director of Public Prosecutions, Christopher Pryde is entitled to continue receiving his ...
11 hours ago
PM calls for Online Safety Commission to take action after alleged cyberbullying tragedy
Following allegations that a member of the LGBTIQ+ community was driven to take their own life after getting cyberbullied, Prime Minister Sitiveni ...
8 hours ago

WOWS Kids Foundation seeks donations to aid children with cancer at Fiji Showcase
The WOWS Kids Foundation is seeking assistance from the public and business houses to support the work they do in assisting children living with ...
8 hours ago

21 reps from 7 political parties undergo workshop with FEO
21 representatives from the 7 registered political parties in Fiji participated in a 3-day "Introduction to Elections" workshop with the Fijian ...
9 hours ago

Two 15-year-old students questioned for alleged drug possession at school
Two 15-year-old students have been questioned for allegedly possessing methamphetamine and marijuana on school premises. Assistant Commissioner of ...
9 hours ago

FCCC assesses if duty protections on items are benefiting consumers
The FCCC is currently looking at the price of items that currently enjoy duty protection to assess whether those tax concessions and the benefits are ...
9 hours ago

fijivillage Straight Talk with Vijay Narayan
Latest Videos

Stay tuned for the latest news on our radio stations

CFL radio frequencies
2024-2025 National Budget address by the Minister for Finance
2024-2025 National Budget address by the Minister for Finance Prof. Biman Prasad. 2024-2025 Budget ...
6 days ago

Crisis within FijiFirst that led to its deregistration
The FijiFirst Party has been de-registered by the Registrar of Political Parties, Ana Mataiciwa. This is the end of the party that led government ...
10 days ago

Pre-Budget 2024-2025
Pre Budget 2024-2025 budget recommendations and an insight of what people on the ground wish to see in the National Budget
16 days ago