Beckham to cut back her fash­ion range and work­force

The Daily Telegraph - Business - - Business - By

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

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