The British company will lower average prices for dresses by 40 percent and merge its main Victoria Beckham collection with its diffusion line to appeal to a wider audience, it told BoF.
The new brand direction, which will see Victoria Beckham and Victoria, Victoria Beckham merge into a single label, will launch with a Pre-Spring 2022 collection that debuts in stores this November.
Victoria Beckham reported losses for 11 years in a row until 2018, but saw sales return to growth before the pandemic hit, according to accounts published in January. While the brand is still working towards profitability, Covid-19 has redrawn the fashion landscape, prompting many businesses to rethink their offerings.
”None of the collection feels like a compromise to me,” Beckham said in an email. The new direction is a “rebirth,” she said. “We have worked hard on fabrication and production to deliver the same quality for our community.”