default-output-block.skip-main
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Victoria Beckham Cuts Prices in Brand Restructure

Victoria Beckham Pre-SS22 collection. Victoria Beckham.
Victoria Beckham Pre-SS22 collection. Victoria Beckham.

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.

Though the brand plans on retaining its luxury positioning and aesthetic, its eponymous designer and CEO Marie Leblanc are betting on accessible prices and pared-back designs to draw in new shoppers. “We’ve seen a huge opportunity in the market, which is a space for an affordable luxury brand,” Leblanc wrote in an email. “It’s about maintaining our elevated DNA, but providing an ease — and making sure our consumer can relate to the brand both in terms of use and price point.”

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.”

In This Article

© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
Provide insight and analysis on fashion’s most powerful luxury brands.

Shares jumped 4 percent following a Milan Fashion Week outing which saw Sabato de Sarno hone the brand’s universality and upscale appeal. Critics were left wanting more in ways both good and bad.





view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
Introducing The BoF Brand Magic Index
© 2023 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
Introducing The BoF Brand Magic Index