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17-04-2013
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glamrockgal's Avatar
 
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the leather booties and dress cuts so elegant, sharp and very inspired from Mrs.Beckham I really adore the success she had with the collections and these significant dresses and also handbag collection is a big success.The dresses are very VB and when you see one wearing ı can tell yes this a VB dress.thats what makes a brand , brand.

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03-09-2013
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03-09-2013
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The New York Times, T Style Article:

Quote:
Victoria Beckham, Working Girl
By Sarah Lyall
Photos by Juergen Teller




Past the closed-circuit cameras, past the nondisclosure-agreement-wielding security guard, past the Damien Hirst pictures, past the hyperorganized assistant and the bold monochrome walls and the sumptuous gray sofas and the three giant orchids — past all the accouterments of the celebrity household — a toddler sat on the floor, playing with her nanny.

The toddler was plump and adorable, her hair in a little bun that just then was being decorated with a chain made of tiny flowers. The nanny, a minute, seemingly nondescript person in a careless ponytail, was doing the decorating. She looked up. “I’m sorry — I’ll be looking after her while we do this,” she said, a remark that prompted a moment of severe cognitive dissonance, because this was not the nanny at all, but Victoria Beckham herself, barefoot, T-shirted, skin glowing, so tiny as to appear to be in danger of dissolving into the furniture. She wore baggy, oversize boyfriend-y jeans suspended above her super-slim hips by little more than a casual canvas belt and a prayer, and she was surprisingly smiley.

“Harper and I went to the park this morning and picked daisies, but she didn’t quite understand that to make daisy chains you need to leave some of the stem on,” she explained, gesturing to the pile of teeny flowers on the floor. Harper, 2, is Beckham’s daughter, but of course we know that already. We know it just as we already know the names of Beckham’s three sons (Brooklyn, Romeo and Cruz), the name of her husband (David, who, tragically, was not at home), her Spice Girls handle (Posh Spice), and many other interesting Beckham-related facts, both important and trivial.

Beckham seized fame by the collar in 1996, when the Spice Girls emerged to become, briefly, the biggest thing in girl bands since the Supremes; fame in turn grabbed her by the throat when she married David, then a dishy Manchester United midfielder with mercurial hair, boundless talent and a yen for the limelight. They were more than the sum of their parts; he, one of the world’s most famous soccer players, with a deadly free kick; she, the impossibly thin, impossibly high-heeled quintessential wife, followed everywhere, photographed everywhere, even her most banal utterances repeated and dissected.

But in the last few years, a new kind of renown has been creeping up on Victoria Beckham, an unfamiliar phenomenon in a Kardashian world where people are famous for just being famous. This is the renown that comes from having a serious job and being seriously good at it. Five years after she shocked the blasé New York fashion world by unveiling a collection of beautifully made, elegant dresses that were chic and understated and ultraflattering, Beckham has established herself as a powerful force in the industry, proving again and again that she is far more than another celebrity slapping her name onto someone else’s product.

She knows her product intimately — she often says she designs clothes that she herself fantasizes about wearing — and they reflect her tastes: nothing busy, very few prints, color used sparingly, lots of calm clean grays, creams, navys, blacks. Her first collection evoked the work of Roland Mouret, one of whose dresses she made famous when she wore it to David’s official introduction ceremony with the Los Angeles Galaxy, but she has gradually acquired a new boldness, the confidence to find her own style. Her current collection for fall is widely considered one of the standouts of the season, with masculine-influenced coats, long hemlines and skirts and trousers that skim the body rather than cling to it.

Beckham’s ready-to-wear collection is still purposely small, but she is thinking big. She has branched out into sunglasses, handbags and denim. She has started a younger, less expensive line, Victoria, Victoria Beckham, which features clothes that are less tailored, more casual, more colorful. She has taken her brand global and is expanding most rapidly in the Asian markets, particularly China. Her company, based in Battersea, south London, already employs 90 workers, and is due to expand its office space soon. It recently started an e-commerce site, and there is talk of opening the first Victoria Beckham stand-alone store, in central London.

Here she is at the center of all this, a tiny dynamo in skyscraper heels who gives off an aura of calm — how real it is is anyone’s guess — while everything spins around her. Her ambition is endless. “I want to reach as many women throughout the world as I can,” she said. “There are more categories that I want to enter into. I have five categories at the moment. But at some point I would love to do shoes, I would love to do fragrance, I would love to do makeup, I would like to do underwear. There are so many things I want to do.”

At the moment, though, it was time to eat lunch. (Yes, she eats, though on the other hand she spends a large chunk of time each day doing a Tracy Anderson workout with a personal trainer.) We moved to the table. On one wall was a huge collage-y Julian Schnabel; on another, a David Beckham original: a blown-up black-and-white photograph of the four children bouncing together on a bed. The house is a rental, and Beckham said she missed Los Angeles, where the family lived most recently — the climate, the openness, the work ethic. “I am very career minded, and I think my personality is more suited to America,” she said. “I am a working mum.”

She is also a perfectionist involved in every aspect of her company, from the smallest detail on a cuff, to the type of cushions on the spectators’ chairs at her fashion shows, to the largest strategic decision about where she wants the company to go, to a celebrity’s request to borrow a piece for a party (yes to the query from Naomi Watts, she said into the phone at one point during the afternoon). From the beginning, Beckham said, she realized that her work was “not just turning up on the red carpet wearing my dresses.” She has in the last few seasons begun doing proper runway shows, but wisely started out doing small presentations, making a point of introducing each collection personally, walking the buyers and editors and sales reps through every aspect of every piece, dazzling them with her command of her product. She frequently schedules in-store events in which she talks to customers trying on her clothes in the dressing room, advising them even as they advise her right back. “I’m involved in everything,” she said.

Lunch — corn soup followed by a salad of greens and fruit for Beckham; sushi for Beckham’s assistant and me; and a fruit platter for everyone — was prepared and served by a chef. “You are going to think this is real — this is what I get every day!” Beckham said. But it is not, apparently. “Chris” — that is the chef — “comes in a couple of days a week and might make a giant lasagna so I can put it in the freezer and then do it myself,” Beckham said. “David does the cooking.”

David does the cooking? “Yes, he’s really good,” his wife said. When David was playing soccer in Italy a few years ago, she explained, the family was living in L.A., and he was left alone on his days off. “So he decided to go to culinary school.”

She says he is a hands-on father, just as she is a hands-on mother. The nanny apparently works just a few days a week, too, and so Harper sat with us at lunch, trying on my shoes, wandering off with pieces of fruit, and at one point grabbing a piece of paper, covering it with Post-it notes and announcing that she was going to her office. If they can, either Victoria or David always drives the children to school — three boys, three different schools — and collects them. At least one of them, she said, is at every parents’ meeting, every play, every sports event.




Beckham said that she has never missed a birthday, and that it is important to her to keep the children grounded and unspoiled. Both she and David come from close, hard-working families: David’s father was a gas-company engineer, and hers was an electrical wholesaler. She contrasted her attitude toward that of some of their friends in L.A.

“We have what I consider to be normal birthday parties,” she said. “I’ve been to parties in L.A. that are mind-blowing. I mean, quite literally mind-blowing. People get cellphones in the party bag, that sort of thing. Fabulous, fabulous parties. Ours aren’t like that. They are normal kids’ parties. We’ll have a bouncy castle, a face painter.”

After lunch, Beckham put Harper down for her nap, the nanny having materialized; sat for hair and makeup; and changed into her work outfit, all in black: slouchy Isabel Marant trousers, a skimpy sleeveless silk top, a Balenciaga leather jacket and a pair of towering leopard-print stilettos. The ordered taxi failed to show up, so an operative from the on-site Beckham security detail drove us to Beckham Ventures Ltd., where the various teams — the handbag group, the denim group, the financial group — all work in a big open-plan space, and where Beckham was due to have her photograph taken by Juergen Teller.

Teller has shot Beckham before. He was responsible for the witty 2008 Marc Jacobs ads in which, among other things, she lay inside a shopping bag, with only her splayed legs visible — and she appreciates his no-fuss approach. “Normally in a fashion shoot you’d be plastered in makeup, in amazing clothes,” she said. “I find it embarrassing when you don’t look like yourself, when you’ve had tons of retouching.”

At the same time, Beckham is incredibly controlling of her image. Even in supposedly candid photographs, she is invariably shown posing as if she were on the red carpet: one leg in front of the other, body leaning back so that her hips jut forward and emphasize the slenderness of her form.

She never smiles — it is almost as if someone once told her that she looks better scowling — and instead affects a mien of distant hauteur that can come across as snobbishness but in person reads more like shyness and insecurity.

“I dunno,” she said, when asked about the no-smiling phenomenon. “I smile in family pictures.” Perhaps, she mused, the reputation she got for being moody during the Spice era stuck. Also, she said, “When you’re in a position to be paparazzi-ed just walking down the street, you’d look a little daft if you were smiling all the time.” (Apparently, the eternally sunny-seeming Kate Middleton never got that particular memo).

She says she is relaxed about how she looks in pictures. “I don’t want to be made to look like I’m 25,” she said. “I’m 39. I don’t have any issues with my age.” That is what she said, at least. But she fretted a bit before the session, and as Teller prepared to take her picture she asked — jokingly, but not — that he go easy on her wrinkles (not that she has any noticeable ones).

For the shoot, Beckham reclined on her office floor, surrounded by fashion chaos: swatches of fabric, soda cans, sketches. She declined the suggestion to include a plate of grapes or some such in the picture. “We don’t want anyone to know I eat,” she said. “Why ruin that?”

David, who spoke on the phone to his wife several times during the afternoon but, alas, never appeared in the flesh, is no slouch in the fashion department, either. “He might sometimes ask advice if he’s going to be late — ‘What should I wear?’ — but generally speaking, he has a really good sense of what works on him,” Beckham said. “I think he looks great whatever he does. He literally always looks really, really good.”

They work well together, she said, and then began talking without irony about the brand — the brand she and David have fashioned together, along with Simon Fuller, creator of “American Idol”— as if being part of a brand was the most normal thing in the world, as if that is simply what people do.

“You know, we don’t look at it as a big brand,” she said. “It is, but it happened very, very naturally. It seems that now everybody wants to make a brand; everybody wants to build a brand. Ours happened very organically.” And then she said: “The most important thing is each other and the children.”

The Beckham brand is one thing; the Victoria Beckham brand is another. “I just wanted to create beautiful clothes, good quality clothes I wanted to wear myself,” she said. “And then I wanted to create handbags, because I couldn’t find the right handbag that I wanted to carry. Then I couldn’t find the right sunglasses, so I decided to make my own sunglasses.”

There is no stopping her. “I want to get bigger and bigger,” she said. “I absolutely want an empire.”

Images/text source: nytimes.com

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03-09-2013
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Vogue Portugal, March 2013
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03-09-2013
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14-02-2014
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Interesting article about plans for her first Luxury Boutique:

Quote:
Victoria Beckham Makes Two Big Moves
By Jessica Iredale


wwd.com


Unlike most of the designers who were in New York and roaming the halls of 450 West 15th Street last week, Victoria Beckham was not there to discuss the particulars of her pre-fall collection, but rather real estate.

Dressed in all black and accompanied by her chief executive officer, Zach Duane, Beckham was seated in a conference room at the KCD offices, ready to talk about the two major leases she has signed: The first for a New York office, located at 511 West 25th Street and opening in February; and the second, her first store at 36 Dover Street in London, slated to open this fall. At a total of about 11,000 square feet (4,000 for the office, just under 7,000 for the store) divided between two of the world’s most sophisticated metropolises, Beckham is staking a major claim in the fashion landscape. At this point it goes without saying, but she did it anyway: “I’m taking my business very seriously.”

Based in London, Beckham sells her collection in 60 countries. It’s a roughly even split, but the U.K. is her strongest market, with the U.S. coming in second, Asia third. Beckham and Duane hope to change that with local manpower. Thus, the Chelsea office. As Duane pointed out, the U.S. is still the largest luxury market in the world. “I want to focus on the U.S. this year,” said Beckham. “To take it to the next level, I need a team on the ground living and breathing everything here in America.” They’ve made three hires for the New York office, including a sales director whose name could not be disclosed due to his current employment. The staff will be dedicated to supporting the domestic department stores, eventually targeting Central and South America, two yet untapped markets for Beckham, and generally maintaining the company culture abroad. “You can’t just put your collections into the market and leave them there,” said Duane. “You realize that you need to be there to make sure that there is plenty of merchandise, that your team is being motivated, etc.”

Key to that is an inspiring workplace, so Beckham plans to decorate the office in a way that is “very open and quite minimal. I don’t like anything too fussy, but I don’t want it to feel cold.” As for the neighborhood, it was a matter of practicality over image. “I’d love to say it was a deliberate choice on our side but it was just about finding a space that reflected what the business needed,” said Duane.

They took a much more calculated approach to the store, for which location is everything. After two years of scouting, they were able to get a lease on their desired spot, which was previously a shop and office space. “It’s young and cool,” said Beckham of Mayfair. “There are great galleries in the area. There’s Dover Street Market directly opposite of us, which is not a bad thing.” Speaking of, Beckham spent the day before this interview at Dover Street Market New York, a bastion of the inspirational retail experience designers aspire to. “The people there were lovely,” she said. “They showed me around the store — there are seven floors! They explained the collections. You can tell everyone in there is very excited, and it’s very cool.”


collaboration.skype.com


While the New York office represents a commitment to American growth, the London store is arguably a bigger deal. Other than her Web site, “It will be the first time that the people will really be able to see the brand through my eyes,” said Beckham. She’s hired architect Farshid Moussavi, whose projects include the 2012 London Olympic Park. “She is a woman that loves fashion as well,” said Beckham. “She has quite a conceptual eye, which I like. We want to make something different without making it overly complicated. I just want it to feel real for me.” Specifics of the store’s look are yet to be determined, but Beckham is set on connecting the three-floor space by “drilling a massive hole through the middle.” The store will house all of the collections under her brand, including Victoria Beckham, Victoria Victoria Beckham, denim, optical and accessories. For the first time, she will control the buy, about which she feels confident.

“I think the time is now because I know my customer,” said Beckham of opening the store. Indeed, she has put in her time with her clientele, routinely going on the road for trunk shows. She’s also tested retail on her own terms with her Web site, which launched e-commerce last year with accessories and the Icons collection, a selection of best-selling dresses from past collections, a savvy move that offered her exclusivity over her wholesale partners while piquing their interest. Last month, Selfridges asked to include Icons in a Victoria Beckham pop-up space, which itself was a big step for Beckham. There are more shops-in-shop to come, with their first permanent one at Printemps in Paris opening Feb. 28. For Selfridges, she and Duane recall that they had two weeks to come up with their design concept and 24-hours notice to merchandise the space, which fell at a rather inconvenient time when her team was in New York to sell pre-fall. “The only person there to go unpack boxes, steam clothes, and do the merchandising was me,” said Beckham. “I was at Selfridges at 6:30 or 7 in the morning, or some rather unsociable hour, unpacking boxes and steaming clothes.” They beat their weekly target by 60 percent.

All of this momentum comes as Beckham marks her designer label’s fifth anniversary. Asked if the state of her business matches up with her original five-year plan, Beckham said, “I did believe in creative visualization and I always had high hopes. I believed what I was doing and I think I have a strong point of view. I always hoped. I like to look at the big picture and I like to build things in the right way. I never went into this thinking that it would be a flash in a pan.”


collaboration.skype.com


Beckham has come a long way from her days taking appointments at the Waldorf-Astoria, and nearly every step since has been filmed, not just for posterity but for marketing purposes, which will be put to use for the Skype Collaboration Project, an interactive editorial experience that highlights the intersection between tech and creative. Beckham’s segment goes live later this month.

“We had a sense that we should be recording behind-the-scenes,” said Duane. “There were times in London when we questioned the purpose and asked, ‘What is the purpose?’ Now, we see the purpose.” Plus the practical payoff of filming day in and day out has triggered a little nostalgia. “I’m always so busy moving on to the next thing and I always want to do better than the previous season. I’m very ambitious and we move at such at a fast pace, so what’s great about Skype is actually looking back at our story,” said Beckham. “I get emotional actually watching it.”
Article credit : wwd.com

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19-04-2014
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im not sure the dress on gaga is victoria beckham...or is it????

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28-04-2014
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The Business Of Fashion did a nice article on her brand, i like how honest she is about her beginnings, and ambitions about the future of her business.

Quote:
Victoria Beckham, Fashion Transformer
By Imran Amed, Photographs by Alasdair McLellan, 28 April, 2014

For the cover story of BoF’s Companies & Culture Issue, Imran Amed sits down with Victoria Beckham to learn how she has proven her critics wrong and become one of fashion’s fastest rising stars.



LONDON, United Kingdom — Victoria Beckham’s private office in the London headquarters of her fledgling fashion brand, just south of the river Thames in Battersea, is a calm oasis of earthy hues and understated designer furniture. But just outside her door, spread across two floors and two separate, fully-staffed ateliers — complete with in-house patternmakers, sewers and cutters — is a buzzing office with more than 100 people working across design, product development, sales, marketing, operations and finance.

It’s not at all fancy. There are piles of boxes everywhere and mismatched desks are crammed together in every which way. Phones are ringing off the hook and couriers are trailing in and out, with delivery after delivery. A fabric meeting is taking place in the reception area as all the other meeting spaces seem to be fully occupied.

“I’ve only actually just had an office that has windows. I was downstairs in the cupboard!” Ms Beckham jokes as she shows me around the office. “There are no airs and graces here. Nobody treats me as if I’m a famous person. It is what it is.” The crowded workspace has all the signs of a rapidly growing young fashion company.

The Victoria Beckham business turned over a respectable £30 million in sales (about $50 million) in 2013, an impressive 91 percent increase on the year prior, according to figures provided by the company.

But critically, Beckham has also managed to create a brand profile that is significantly larger than the current scale of her business. recently, she has been everywhere. In December, Beckham guest-edited edgy Vogue Paris and appeared on two smouldering cover spreads with her football star husband David. (In total, Beckham has appeared on the cover of nine different international editions of Vogue, with the notable exception of the American edition.) Then there were two simultaneous Vanity Fair covers in Italy and Spain in January, the March cover of Allure in the United States, and a ubiquitous collaboration with Skype, documenting her personal fashion journey. How many other designers can regularly land cover stories on fashion magazines around the world?

“It’s a double-edged sword really,” says Beckham, when asked what role her fame has played in the success of her business. “The most valuable part of being famous is that you have a voice and people will listen. I mean I can get a lot of attention. I don’t have to rely on advertising campaigns,” she admits. “But I don’t like to use that card very often. I like to keep my head down, work hard, focus on what I’m doing business-wise. I like to try and control how much I’m seen. I don’t want to go out and be photographed every day, you know.”

“So, I think that as much as one might say, ‘it has helped,’ I’m not so sure,” she says, “I’ve had to overcome lots of preconceptions, and that’s okay.”

Indeed, it would be too simplistic to credit Victoria Beckham’s phenomenal rise in fashion to the power of her celebrity alone. For years, Beckham actively courted the fashion industry, making red carpet appearances in high-end designer clothing and gaining global media attention on both sides of the Atlantic, simply by going about her day-to-day life.

But she was shunned. Insiders remember a time when brands would call her representatives to ask that she please not wear their clothes, even if she had bought them herself. They did not want to be associated with the perky breasts, pouty poses and over-dyed blonde bob that had come to define her style in the post-Spice Girls days.

But like a chameleon, Beckham has a knack for transforming herself. From ‘Posh Spice’ to football ‘WAG’ to celebrated fashion entrepreneur, her ability to successfully adapt her appearance has also been key to her success.

Today, she is the epitome of chic understatement, dressed in a beige cashmere sweater, open at the back, with worn-in black Victoria Beckham jeans and knee-high black leather Saint Laurent boots. Her makeup is restrained, with dark kohl around the eyes, and little else. Her only accessories are a statement gold rolex watch and an impossible-to-miss emerald cut yellow diamond ring by Chopard. The only signs of her days as a rebellious and coquettish pop diva are the twin tattoos on her wrists, peeking out from underneath her sleeves.

But perhaps even more important than the physical transformation that took place for all to see, was the personal transformation that she was undergoing in terms of her own taste level and aesthetic. Today, if Beckham can rattle off designer names, construction techniques and fabric specifications in detail, it is because of the effort she has made to learn about clothes, brands and the business.

“For a long time there, I was a bit of a laughingstock,” she acknowledges. “And while everybody was busy laughing, what was I doing? I was laying the foundation to what I have in place now.”

Beckham’s first foray into fashion was through a series of licensing arrangements with Linda Farrow for eyewear, rock & republic for denim, Coty for fragrances, and Samantha Thavasa, a Japanese label known for its accessories collaborations with celebrities including Paris Hilton and Beyoncé Knowles. None of these collaborations could be described as luxury or high fashion, but they gave her basic training in how the fashion business works.

“At the time, I wanted to design and the opportunities came up to work with these people. They had the setup so I went in as a designer and I loved it,” she recalls. “I learnt an enormous amount about how I like things to be done and maybe how I would do things differently, myself. It was an incredible experience.”

But in the end, these deals really just boiled down to a form of celebrity endorsement, and after awhile Beckham says she realised she wanted something more. She wanted to be a part of the creative process, the business decisions, everything.

“When I was in a position to bring everything in-house and own everything myself and fund everything, I jumped at the chance. Yes, I was walking away from a lot of money cutting off those license deals,” she says. “But I had learnt as much as I could learn and I knew I wanted to do things differently. And I had the support from Simon and I had finances to do that.”
Image & Text : businessoffashion.com

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28-04-2014
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The Simon she mentions is Simon Fuller, who has emerged as Beckham’s greatest cheerleader and the first key member of her team as she set out to build her own fashion business. Fuller’s XIX Management owns one third of the Victoria Beckham business, alongside the Beckhams, who together own the remaining two-thirds.

Victoria Beckham first met music impresario Simon Fuller, at the age of eighteen, in the very office space she now occupies. “I sat down on the sofa with the other Spice Girls. Contrary to popular rumours, we looked like that. Nobody put that on us. That was how we all looked,” she says unprompted, smiling with a hint of nostalgia. “Simon had on a pair of navy blue Prada trousers and a lilac Prada top. I remember it so clearly. He was a complete Prada man.”

These days, Mr Fuller also negotiates multi- million dollar endorsement deals for tennis star Andy Murray, Formula 1 driver Lewis Hamilton, and, of course, Beckham’s husband David. But his first major find was the Spice Girls, a quintet of quirky British girls who went on to become the best-selling female pop group of all time. Mr Fuller also created the Pop Idol television franchise, which has spawned countless knockoffs and been sold in more than 100 countries around the world.

But even Mr Fuller’s involvement in Beckham’s new venture did little to change industry perceptions that it was just another celebrity vanity project.

“Everybody said, ‘Well it’s never going to work because a celebrity can’t do a line.’ There was no pressure because everyone thought it was going to be rubbish. There were no expectations,” says Beckham. “I didn’t expect it to be any other way. I didn’t go into this to prove anything to anybody other than myself.”

Like any savvy entrepreneur, Beckham’s success has also come down to choosing the right partners and team to make it all work, and creating a culture and vision that people want to be a part of.

Instead of hiring a big full-time team, she piggybacked on the back office resources of XIX, which acted as an incubator for her business, and kept her core team lean. At the beginning, there were only three full-time people in total: Beckham; her right hand in design Melanie Clark, who previously worked with Jonathan Saunders and Roland Mouret; and Tracy Lowe, a production and development manager who had worked with Luella Bartley.

“The view was, Simon [Fuller] had the infrastructure and he had other projects that he had been working on. Victoria set up with borrowed resources. I was loaned, finance was loaned, to a certain extent,” explains the affable Zach Duane, the lawyer who hammered out her early licensing agreements and is now the company’s chief executive.

With this bare-bones team, Beckham unveiled her first collection in September 2008 with a series of intimate presentations at the Waldorf-Astoria Hotel in New York during fashion week, opening herself up to potential ridicule from a fashion industry that loved to hate her and gossipy tabloids that were ready to pounce.

“I gave up worrying what the Daily Mail said some time ago,” she tells me as I raise the spectre of tabloid media culture. Still, presenting her first collection to the assembled fashion masses was nerve wracking.

“I wasn’t nervous because I was a famous person, but nervous as any young designer would be when building a collection,” she says. “I remember the first day it was mainly press that came to the show. And the press watched the presentation and they’d be writing [notes] and then they’d get up and they would leave. I remember turning to someone who worked with me, and saying, ‘But, did they like it?’” she laughs. “No one told me if they liked it and I had to wait for them to write and to follow their pieces.”

But like it they did, and even some of the toughest fashion critics praised Beckham for her polished, focused debut.

“I can’t quite believe I’m writing this,” wrote Lisa Armstrong in The Times of London, where she acted as fashion editor, a role she now plays for The Telegraph. “It was a very impressive, accomplished collection, with not a single dud. True there were only 10 designs, in various colours, each adhering to the aesthetic the designer has favoured in her own wardrobe of late: slender calf-length fitted dresses with raised waists. But it was the fabrics (silk, wool and organza) and the attention to detail that impressed.”




Her debut collection drew instant comparisons to the designs of Roland Mouret, also part of the XIX family, leading to speculation that he was the ‘real’ designer behind the brand. Beckham insists she has always been intimately involved in the entire design process.

“It makes me laugh even to this day the fact that people used to think I had this little stash of design elves, beavering away,” she says, firmly dismissing Mouret’s involvement. “There was no secret design team.”

“I used to wear Roland Mouret dresses. I think he’s a very talented designer and I have a lot of respect for him personally and professionally,” she explains. “I told him about what I wanted to do and he was very supportive and he was the person who introduced me to Melanie [Clark]. Roland never had anything to do with the design of the clothes, but he helped set up the team.”

But despite the very positive critical reaction, when the collection was picked up by retailers, it faced resistance from customers who didn’t want to buy what they perceived was a celebrity brand. So, the Victoria Beckham team tried to play down the association with her name if necessary.

“In some markets, we were very apologetic in the beginning and what we had to do was get people to forget that this was Victoria Beckham,” explains Duane. “Some of the personal shoppers in some of the markets were ripping the labels out of the dress and saying, ‘Try this one on.’ The clients would emerge from the changing room and say, ‘This is amazing – who is it by?’” he recalls. “And then there would be the reveal.”

“At first, we picked nine stores around the world,” says Duane of the distribution strategy. “Once we were able to get people to believe that Victoria actually had something to say in fashion that is relevant, awareness was not going to be a problem. And, awareness on an international scale was not going to be a problem. So let’s make sure the location is right for that level of awareness so, you know, we knew we had people in Asia, India, America and Europe.”

Even today, Duane’s approach to distribution is very carefully managed – the brand’s ready-to- wear collection now wholesales at about 150 doors globally. “We spend every season turning down far more accounts than we’ve taken on,” he says.

“If anything, ready-to-wear is a category where we’d probably only add another 30 accounts in the next few years. Because it’s about being in the right points of sale where you can actually build the right kind of business.”

In all, the Victoria Beckham brand now boasts four product categories – ready-to-wear, denim, eyewear, and accessories – and there is also Victoria, Victoria Beckham, a younger, quirkier collection of signature dresses, which are emerging into a pillar product for the brand.

Early on, Beckham and Duane also decided to launch a global e-commerce business to reach customers directly. “We started that process in a digital way, with e-commerce, because Victoria had such a global audience,” explains Duane.

So what’s next on this impressive growth trajectory?

“Retail,” says Duane, confirming that a 7,000 square foot London store is set to open on Dover Street this September. “I think you can only doso much as a purely wholesale brand. Victoria’s got a clear vision for her label. She’s got the vision for the experience in the shop so we’ve got to do that. And next to opening our own store, we’re working on opening personalised spaces in some of our department stores.”

“Over a two or three year period, we are trying to anchor what is still a very young brand in international markets where we believe there is a great deal of potential,” adds Duane. “One of the advantages is that we are able to walk into [potential] partnerships and be taken seriously. They genuinely believe there is the potential to create something of real size, and that for me is the focus.”

But what does “real size” mean?

“I think we should be getting easily towards £100 million (about $160 million) within the next two to three years. And then beyond that I would be guessing – it depends you know, we have a retail roll-out plan but it is very much ‘in pencil’ at the moment.”

But looking at the plans in place, the formidable team that has been assembled, the requisite financial resources and the global visibility she can bring through her celebrity, there is still more to Victoria Beckham’s success than what appears on the surface. I inquire about the personal drive that pushes someone like Beckham to continue to try new things, even in the glare of a spotlight that has not always been kind to her.

“I mean, I guess it is insecurity, what drives anyone that is famous and successful,” surmises Duane. “Victoria is the first to admit that she was a kind of ugly duckling and that she believed that she shouldn’t be.”

“Having been a successful pop artist, putting away millions of pounds in royalties and sponsorship fees, with the most famous sportsman as a husband, she could have said, ‘I’m done.’ But you know what – she didn’t,” observes Duane.

“I’ve always had to work very hard,” explains Beckham when I pose the same question to her. “And people say, ‘Why do you do it? You don’t have to do it.’ I’m very fortunate that I don’t have to work, but I do have to work. I have a lot to say – I’ve always worked hard. That’s just part of my DNA.”

“When I was at school, I was never naturally the brightest of students. Then I went to theater college and I was never the most talented. I have always had to work. Nothing has ever just landed on my lap. I’m a go-getter. I’m not sitting back and waiting for things to come to me, I will go out and get it. I’ve never waited for the phone to ring. I will pick up the phone and I will badger people and make them crazy and I will make it happen myself.”

My final ‘aha moment’ came when a friend referred me to a book I already had on my bookshelf. In his best-selling book for would-be advertising executives, Paul Arden uses Beckham as an example to learn from, citing her as saying, “I want to be as famous as Persil Automatic,” a household brand for laundry detergent in the United Kingdom.

“As a teenager, Victoria Beckham’s ambition was not just to be better than her mates or even be a famous singer, but to become a world brand. She not only dreamed about it, but wanted it enough to go about getting it. That in itself makes her different from most of us. It’s not how good she was that mattered, it’s how good she wanted to be.” This insight formed the basis for the title of the book: “It’s Not How Good You Are, It’s How Good You Want To Be.”

“It’s kind of prophetic now,” I say to Beckham, after I read her quote and the passage out to her.

“It’s probably thought of as pathetic,” she quips. “I was in the Spice Girls when I said that. I think that I was hungry, ambitious, and for me, the sky is the limit. There was a lot I wanted to do. I was young, I was energetic. I probably didn’t realise exactly what I was saying.”

“I love to be told something isn’t possible because it is possible. I was told a female pop group couldn’t be on the cover of a magazine because it would never sell. That’s bullshit. We were on the cover of that magazine and we had sold a hell of a lot more than any boy band had ever done,” she says, as we come to the end of our conversation.

“I get excited by being told it’s not been done before or it’s not possible. Why? Let’s find a different way to do it and let’s do it,” she says. “Now, that’s exciting!”
Image & Text : businessoffashion.com

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28-04-2014
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Originally Posted by kakaposh View Post
im not sure the dress on gaga is victoria beckham...or is it????
Yes the dress on Gaga is without a doubt VB, check more photos on JJ to see it from the back.

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