Beckham to cut back her fashion range and workforce
VICTORIA BECKHAM has announced plans to future proof her brand and potentially quell sceptics who have tended to view her label as an indulged, former pop star’s hobby.
The company will halve the number of its collections from four a year to two, cut the individual styles (or SKUs) by 40 per cent – although it may produce more of each one.
Overall this should mean a reduction of around 20pc in its product output. The business, which handed back furloughed money to the Government following a public backlash at the start of lockdown, is also currently in redundancy consultations with around 18pc of its 120 strong team.
Mrs Beckham is far from alone in her travails. Lockdown has hit fashion businesses particularly hard – or at least those who make relatively formal, fitted clothes. While Boohoo saw sales of its £19.99 tracksuit sets rise by 45pc year on year, demand for tailored jackets and body con dresses has collapsed.
Sales of Victoria Beckham Beauty, which launched last autumn exclusively on her own website, have performed well, however, as video conferencing prompted an uptick in skincare and make up sales. Her Reebok collaboration also performed well.
“This enforced pause has given me time to think,” said Mrs Beckham.
“I see a real opportunity to go back to basics and identify what the core of my business – a curated, fashion brand that helps women to be the best version of themselves.”
She added that Covid-19 “has influenced how I’m designing my mainline collection – more denim, jersey and shirting alongside the classic dresses, skirts and suiting – to respond to the new world of flexi-dressing”.
Victoria Beckham says that the crisis has offered an opportunity for her brand to go back to basics and respond to the new world of flexi-dressing, it is also halving its collections Lisa Armstrong