Victoria Beckham Natasha Pellegrino
4 Editor’s Letter
5 Target Market
6 First Store Opening
7 Exterior Of New Store
8 New Bond Street
9 - 10 Inspiration & Theme
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11- 18 Collection
19 - About the collection
20 - 21 Branding
22 -29 Extertor & Interior Of Store
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Editors Letter Starting out my fame in a all girls singing group “The Spice Girls “ than a wife to famous and talented football player didn’t make many people take me seriously when I entered the world of fashion . Everyone thought I was just another famous house wife trying to make it big . The truth is even though my family is my number one priority , my collections and designs are my second family . I don’t think being a designer is a job , to me being a desginer is something I love to do and have great passion for . In this collection for Sping / Summer 2013 I wanted my designs reflect myself and my style , by giving off that full - time mom look but still being able to be a successful business women . I wanted to bring the two piece suit into the my collection but having my own twist to it. The designs are based on art which as always been an interest to me , with asymmatical cuts . Also there no other way of showing my passion for art and fashion than opening my very first retail store here in London. Being a designer is something trutly close to my heart and I will never give it up .
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Victoria Beckham is targeting young women around the ages of 25 to 35 years old . Her clientele wear’s simple garments with asymmterical cuts and pops of color . Victoria says she doesn’t design anything she wouldn’t wear . She also says that she herself is her target market while desginning the garments . Most of Beckham’s consumers are business women who are high up in the working world, they are mostly living in big metropolitan such has London , Milan , New York etc . Victoria Beckham clientele has an income of 65, 000 and plus . With 199,000 young women living in London and 26 million tourists per year , opening Victoria Beckham first retail store in London will give consumers the chance to be apart and buy the collection . These consumers are always on the go with their busy lives ; therefore these women have to look confident in simplicity and artful by using colors in their garments . These busy business women love is to travel which so happens to come with their job . By traveling they meet all sorts of new people of all over the world , this is why these women always have to dress to impress because they never know who they just met run in to . Most of these women are single or are newly married . They spend their free time taking care of themself and doing what they like best , which is going out with the girls and visiting art museums . Our clientele is loyal to the brand because they just love our signature Victoria Beckham body con dresses how they fits their body like a glove . The plus side of having one of Victoria’s body con dress is that her clientel can take the same dress and wear it from day to night . Even though they are the loyal type of consumer they do love other big designer brands . With such a loyal clientele there is not reason why they wouldn’t like our new collection of this spring . This pieces are strong and bold giving off the impowered women look but are still being able to look feminine just like Mrs Beckham.
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After the great success of the collection in luxury department stores , Victoria Beckham have decided to grow her company and brand . With her very first store opening on New Bond Street London , England . Victoria has joined one the most luxiours shopping streets with a couple of her desinger friends . Victoria Beckham is located right across Calvin Klein and just couple of store down from the Flag ship store Victoria Secret . With 2,648 square feet and 570,000 pounds for rent our consumers with have a varity of Victoria’s whole new season collection. Buying both retail spaces was a must for us , We wanted our first retail store to have great window displays and really show off Victoria’s unique eye for design.
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Victoria Beckham
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Victoria Beckham
Our Area London’s famous Bond Street is revered throughout the world for its wealth of elegant stores, exclusive brands, designer fashion, luxury goods, fine jewels, art and antiques. Set in the heart of Mayfair, in London’s popular West End and encompassed by many of the world’s most outstanding hotels and restaurants, Bond Street is a landmark for all things sophisticated. Bond Street has been the playground of society’s wealthiest most stylish and influential people. Over 300 years on, Bond Street remains a much-loved destination for celebrities, socialites and the international jet set. Home to some of the world’s most prestigious retailers including Armani, Asprey, Bulgari, Burberry, Chanel, Cartier, Chopard, Dolce & Gabbana, Hermès, Louis Vuitton, Mulberry, Nicole Farhi, Prada, Ralph Lauren and Tiffany & Co, to name just a few, Bond Street offers a unrivalled mix of traditional elegance and modern luxury. New Bond Street is the perfect envoriment to open our new store because it is where Victoria’s up scale target market shopping street . We wanted our store really to be well located to our target market because when consumers come in to Victoria Beckham we want to creat an luxiours experience that fit in with the rest of New Bond Street .
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Oh yes, I am wise But it’s wisdom born of painYes, I’ve paid the price But look how much I gained If have to I can do anything I am strong I am invincible I am woman
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This collection is all about showing the world Victoria Beckham’s love and passion for her clothing line . Her designs show the creativeness and the eye she has for mixing timeless art painting with fashion . With a twist on the body con dress Victoria and brought in the two pieces women suit . Still being femninine , she embraces the business women of today’s world . It reflect her lifestyle as a young women who is a wife , fashion designer and a full time mom . Victoria is reflecting her life in her designs because she wants to prove to the world that even though she is a mother of four kids she can do anything she sets her heart on and really has a passion for . Many working women look up to Victoria on how she juggles her personal family life with her business life .
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Victoria Beckham spring / summer 2013 collection combines asymmatical cut two pieces and dressess with a pop of color . This collection has chromatic and achromatic colors , using the black , white and neutrals with a pop of orange in many different tints and shades . This collection has a lot of tailoring mixed with a lot of lace and sheer . Most of Victoria Beckham collection contains of the two pieces such as single breasted blazers , skirts , pants and blouses , and of course the skin tight body con signature Victoria dress . The price for this ollection variety between 1400 euros to 3500 euros . Since our first store have a lot of room the collection will be arranaged juxtaposition around the store .
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Size 0 Mini A-line skirt Price : 1,400 euros Color : Black Refence Number # 10089
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105-106 New Bond Street
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Victoria Beckham
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Victoria Beckham
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Our store consists of two floors . The main floor is where the collection of garments will be sold . Once the consumer walks in on the right hand side on the retail store they will walk in to a store that is decorated using simple designs . There will be a glass chandelier in the center of the first floor. The rest of the store will have dark chocolate floors and white walls. The clothes will be hanging by black hangers that will be held by glass shelves held by clear invisible wires on each end attached to the ceiling . The cash will be made also out of wood , the cash is located towards the front of the store reason why being is because we want our customers to feel comfortable in our boutique , We do not want to rush them and their purchases . After all we want our consumer to love their experience at the store and love their purchases . The design of the store was to give it the clean and organize look , also by reflecting off the collection simple design but still being stylish . The changing roomes will be made out of wood with a linen curtain . The second floor of the retail store will be where our accessories and shoes will be displayed . While goeing up to the second floor the stairs will be made out of dark wood , the floor of the second floor will be a cream white carpet . Our biggest wall will contain a built in shoe display to show off all of our shoes . We will also have a built in wooden rack for our hand bags of the newest collection While our consumer are trying on their shoes we will have arm chairs for them and their company to sit on. We want to create an atmosphere for our customer where they can come in and get a full head to toe outfit . Making our consumer leave happy and hopfully coming back .
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The art of minimalist was main idea for the window , reflecting the garments . most of Victoria’s design are source by the passion she has for art . With the two pieces suits and art inspiration , we found it would be a great idea to combine the two things Victoria is most interested and passionate about and put them together . For our first store we really wanted to connect the consumer with Victora . Most people just know how as a former singer and now a wife for a famous soccer player . We wanted to show her personal style on and what interest her the most to create a connection that young women can relate to Victoria on . We know that most of her collection are based on art so this is way we took one the most famous painting in the world and took it as our main focus point adding on the colors that was used in the collection . With the orange dress being at the beginng at the window it will pick up on the orange aquare in the back ground painting and vis versa . This will make the consumer spot the pop of color right away it is the first thing that will catch their eye and the last thing . Bring art to fashion are just two things that go together . Victoria has take simple pieces and just cut them off differently than other designers do . This whole window display is about the art that she has created in to her designs
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