Victoria Beckham has announced major changes to her fashion house, consolidating its two main lines into one cohesive collection and adjusting its price points to be more accessible. The brand, which has struggled to turn a profit in recent years, is undergoing a broader shift in strategy in hopes of returning to profitability. With a new CEO and the support of a luxury investment firm, the brand is poised for change.

In a recent interview, Beckham and CEO Marie Leblanc de Reynies discussed their new approach to fashion. They highlighted the importance of merging the two lines and creating a more accessible price point. The brand will now release four collections per year, as opposed to the previous eight, allowing for more thoughtful drops. The collection itself embodies a modern approach, focusing on comfort and ease while maintaining a strong feminine aesthetic with nods to the 90s.

Expanding their product offerings and focusing on hybrid pieces are also part of the brand’s new strategy. They aim to provide “designer luxury at a realistic price point.” The first unified collection will be available at the end of November, with subsequent drops through January, catering to the demand for affordable luxury.

Beckham and Leblanc de Reynies acknowledged the challenges posed by the COVID-19 pandemic and expressed caution about traditional fashion shows. Instead, they plan to host smaller, more intimate events in luxurious settings. Despite uncertainties, Beckham remains optimistic about the future, especially given the success of her direct-to-consumer beauty business, which prioritizes sustainability and clean formulas. With plans to expand into shoes and leather goods, Beckham envisions her brand becoming a full lifestyle and luxury brand.

Overall, the fashion house is positive about its future prospects, with the CEO stating that they are on track to return to profitability after reducing their losses in 2020. Beckham herself is grateful for working with Leblanc de Reynies and is excited about the brand’s future. With a strong social media presence and a loyal following, Beckham believes that the brand has vast opportunities ahead.

In conclusion, Victoria Beckham’s fashion house is undergoing a rebirth and implementing a new strategy to enhance its profitability. By unifying its collections, adjusting price points, and expanding offerings, the brand aims to achieve designer luxury at a more accessible price. With a new CEO and the support of a luxury investment firm, Beckham is confident in the brand’s future success. Through her beauty business and upcoming ventures into shoes and leather goods, Beckham envisions her brand transforming into a full lifestyle and luxury brand.

Useful links:
1. Official Victoria Beckham Website
2. Inside the Business of Victoria Beckham – Business of Fashion