Press Kit 2015
36 Dover Street Victoria Beckham 36 Dover Street, London, W1S 4NH +44 2070 420 700
Victoria Beckham consists of highly successful dVb jeans label, dVb sunglasses, Victoria Beckham dress collection, Victoria dress line and a range of luxury leather handbags and accessories. The reason behind the success of Victoria Beckham – the clothes fit well, and they are designed by someone who understands what women want. The creative process is top secret but the key is Victoria’s dedication and an innate appreciation of what women want to wear. As the designer herself points out, “I’m very proud to be British, and my brand is British, and I’m very proud of that”. All of Victoria Beckham dresses are made in England in order to keep the same quality. The handbags are all made in Italy, from the best quality leather. Each season the Victoria Beckham brand’s identity has become more defined- when a celebrity wears one of her dresses on the red carpet it is instantly recognizable because of its distinctive cut, styling and details. When Sex and the City’s Sarah Jessica Parker was invited to a reception with Barack Obama at the White House last year, she wore a stunning fitted coral Beckham-designed dress. Cheryl Cole opted for one of Victoria’s designs at this year’s Pride of Britain awards and became the talk of the red carpet at the event in the floor-length pink number. And Hollywood star Cameron Diaz is a huge fan, choosing Victoria’s designs to wear at Oscar parties. She says: “Victoria’s clothing line is amazing. She is super talented. I’ve never put on a garment that fits the way hers do. They’re amazing, I love them.” Chat-show queen Oprah Winfrey, who has famously battled with her weight, is another fan. She looked fabulous last year in one of Victoria’s creations, proving you do not need to be a size zero to wear them. Gwyneth Paltrow, Drew Barrymore, Dannii Minogue, Elle McPherson and Kate Winslet have also wowed on the red carpet in Victoria Beckham designs. Victoria Beckham designs and oversees operations and product development along with a small team of professionals. The Victoria Beckham label has grown from a small collection of 9 dresses in 2008 to one which earned £60million in the first quarter of 2015. The brand has a strong brand strategy to provide focused, consistent approach to global brand growth and development.
For immediate release and additional questions please contact: press@victoriabeckham.com
Contact victoriabeckham.com For questions regarding victoriabeckham.com or help placing an order: usclientservices@victoriabeckham.com +1 310 432 2500 Monday to Friday 5am - 5pm EST Saturday to Sunday 7am - 3pm EST 36 Dover Street Victoria Beckham 36 Dover Street, London, W1S 4NH +44 2070 420 700 Monday to Saturday 11am - 7pm GMT Sunday 12 noon - 5pm GMT Shipping and Returns For questions regarding victoriabeckham.com shipments and returns: usshipping@victoriabeckham.com Careers For Human Resource enquiries, please send a CV: careers@victoriabeckham.com Wholesale For Wholesale enquiries: wholesale@victoriabeckham.com
Victoria Beckham Designer, CEO
Beckham's eponymous label was launched in September 2008 in a low-key presentation. By 2011, it had grown into a fixture of New York Fashion Week and a lower-priced Victoria by Victoria Beckham label was introduced. In the first quarter of 2011-12, it was predicted to generate annual sales of more than ÂŁ60 million. Known initially for its dresses, the range has expanded into separates and luxury handbags selling at up to ÂŁ18,000. Alongside the main fashion line and diffusion range, the Victoria Beckham brand still includes separate denim, eyewear and fragrance lines. In November 2011, Victoria Beckham won Designer Brand of the Year at the British Fashion Awards. In September 2012, Victoria Beckham was the most talked about designer on Twitter during New York Fashion Week, also acquiring 57,000 new followers during the shows according to research by The Whisper Group. Writing in The Independent in February 2014, Alexander Fury described how Victoria Beckham had made the transition from novelty to respected designer, citing her recent guest editorship of French Vogue and forthcoming participation in a panel discussion with the dean of Parsons design school in New York. The article concluded that the brand's sales were down to the appeal of the designs themselves, not the celebrity association.
Target Consumer
VICTORIA BECKHAM WOMAN
Between 20-50 Years Old Confident Established and Successful Values Good Quality Loves Fashion Appreciates Art
Product Categories
Ready to Wear • • • • • •
Dresses Skirts Pants Jackets Blazers Separates
Price Range: $1,290 - $ 3,490
Product Categories
Victoria by Victoria Beckham • •
Dresses Skirts + Top
Price Range: $785 - $1,995
Product Categories
Denim • • •
Jeans Jackets Tees
Price Range: $270 - $450
Product Categories
Accessories • • • •
Handbags Wallets Clutches Pouches
Price Range: $550 - $12,250
Product Categories
Eyewear • •
Sunglasses Glasses
Price Range: $535 - $1,050
Fall 2015 READY-TO-WEAR COLLECTION
For Fall 2015 Victoria Beckham Ready-to-Wear was inspired by military uniforms. It’s all about patch pockets, oversized belts, and shiny buttons. Contrast color leather belting gives dresses and jackets a structured shape and impeccable silhouette. Single lapels on raincoats that zip up the opposite side flounced away from the shoulder line. Dresses and skirts in this collection are slightly flare to the mid calf. “I wanted it to be neat, long and lean”, Victoria Beckham says of her spring wardrobing proposition.
Neat, Long and Lean‌
Victoria Beckham’s Guide to Fall 01 MAy 2015 - FASHION - PRESS RELEASE
Come July, when Fall collections land in stores, Victoria Beckham will be a name to keep in mind for great coats. To convey that point, she put them at the beginning of her show at the New York Public Library. The best came in a checked tweed on top and Yves Klein blue pony hair below the hips, but she also showed one in a simpler allover plaid for traditionalists. YSL-inspired smokings, meanwhile, were already prevalent on the Spring runways, but Beckham made a strong case for hers, cutting it with capelike slit sleeves. And when she reinterpreted that smoking as a coat, she put it in the running for best black-tie look of the week.
“Everything was impeccably done—that's Victoria”, said her longtime supporter Anna Wintour, who was sitting front row right next to Victoria's family. Among the other developments, Beckham is feeling for color—not just indigo but also sunny yellow. A color-blocked turtleneck in yellow and black was her first crack at knitwear. The real surprise here, though, was her embrace of longer lengths. "I like to ask myself how would I wear something, then I turn it on its head," she said, alluding to the fact that more often than not she's in an above-the-knee skirt herself. Truth is, longer lengths are happening elsewhere, but that doesn't diminish the appeal of the cement gray felt number she showed with a taupe silk blouse and Manolo Blahnikdesigned kitten-heel booties. All in all, a very powerful evolution of the VB brand.
Awareness- Victoria Beckham Cares!
Victoria Beckham is turning her creative skills to a more philanthropic cause in support of World Aids Day 2015, and has created a limited edition T-shirt featuring a screen printed campaign ribbon logo. Having recently been appointed as UNAIDS Global Goodwill Ambassador, Victoria is donating all proceeds from the sale of the t-shirt and pin to the Joint United Nations Programme on HIV/Aids (UNAIDS) to support their efforts in ending the AIDS epidemic by 2030. 'My personal commitment to raise awareness and resources to end the AIDS epidemic is one that is shared by my brand and we wanted to mark World Aids Day with an initiative that my customers could also participate in,‘ she said. Victoria made her debut on the political world stage back in September when she was formally named as a goodwill ambassador. Speaking at the United Nations building in New York upon the announcement of her new role she said was ‘honored’ to be made an ambassador for their UNAIDS campaign. Victoria Beckham said she was inspired following a recent trip to South Africa, where she met with children stricken by the deadly disease. The fashion designer visited Cape Town in February as part of the Born Free initiative, which tackles the issue of HIV being transmitted from mothers to their children In August, Beckham hosted an online sale of 600 items from her wardrobe to raise money and awareness for mothers living with HIV in sub-Saharan Africa. 'Thanks to her commitment as UNAIDS Global Goodwill Ambassador, we will raise awareness and much needed resources to get closer to our shared vision of zero new HIV infections, zero discrimination and zero AIDS-related deaths,' said Michel Sidibé Executive Director of UNAIDS.
Q & A with Victoria Beckham • Where is your brand currently located? My brand’s heart and soul are located in London where I, and my family, currently live. Some business and marketing operations are also being held in New York City. My flagship store, which I’ve launched on September 2014, is located on 36 Dover Street, London. • What motivated you to design clothes? It was something that I always wanted to do. It’s a dream come true for me. I’ve waited a long time to do this and I’m finally given the opportunity to express myself in a way I never knew would be possible. • Was it difficult to move on from the music career into fashion? Music was my passion, but that’s not the case anymore. I was never a natural singer. I worked hard for my success and put a lot of time into it to perfect it. It’s different for me with fashion because it came naturally to me and it was an easy transition. • To what do you owe your success? I’ve learned what women really want to wear and what they feel comfortable in. There is difference between wearing clothes because they’re in style and wearing them because they make you feel beautiful. Realizing that made me a better designer and an artist. • Who’s your customer? Everything that I design I would wear myself. With that being said, all of my designs, especially dresses, can be worn by women of all sizes and shapes. I want women to feel beautiful in my clothes but also comfortable. I want to empower them. • What inspires your collections? A lot of my inspiration comes from my husband and my children. Sometimes something as simple as Harper’s drawing can start an artistic process for me. I also look at artists like Julian Schnabel and Damien Hirst to get a different perspective on life. • Do Hollywood celebrities who wear your designs help you promote it? I design for all women. I’ve been fortunate enough that my designs were warmly accepted by various celebrities and I’m very thankful for that. My dresses were seen on artists like Kate Hudson, Eva Longoria and Jennifer Lopez, who all have a very different body shape. Allowing my customers to see that versatility in my pieces is all I could ever ask for. • How are your accessories relevant in today’s ever-changing fashion industry? The accessories that I design, sunglasses, handbags and other leather goods, are an extension of my brand. They represent my innovative designs and complement the entire collection. Staying relevant is a difficult challenge today, but listening to my clients and giving them what they desire has always worked for me. • What’s your favorite piece from your Autumn/Winter 2015-16 Collection? Look number 33. The texture on the skirt and its silhouette took weeks to perfect but the outcome was spectacular. I cannot wait to wear it! • Where do you see your brand in ten years? I would love to open up a store in New York to make it easier for my U.S. customers to shop my designs. Also, designing a shoe collection has always been a dream of mine but for now I’m just focusing what’s in front of me.
Recent Press Coverage • Magazines: Allure- April 2015 Cover and Story. Cosmopolitan- February 2015- Story in Party Fashion InStyle- January2015- Story in The Fashion Power List Grazia- September 2014 Cover and Story.
• Celebrities: Olivia Palermo Michelle Williams Gwyneth Paltrow Amy Adams Eva Longoria Jennifer Hudson Anna Kendrick Heidi Klum Leighton Meester
Works Cited • https://www.victoriabeckham.com/ • http://www.allure.com/celebrity-trends/covershoot/2014/victoria-beckham • http://www.dailymail.co.uk/femail/article2855064/Victoria-Beckham-unveils-glamorousnew-t-shirt-designed-help-AIDS-victims.html • http://www.biography.com/people/victoriabeckham-485406 • http://www.style.com/fashion-shows/fall-2015ready-to-wear/victoria-beckham • Google Images