The Fall and Rise of Victoria Beckham

Fifteen years Victoria Beckham haemorrhaged money. £80 million ($101 million+) was lost over the years, but they finally turned a profit in 2022. The journey was clearly ridiculously difficult and expensive, but theres certainly something to be said to their resilience and dedication. Would all of this have been possible without the incredible industry connections Victoria Beckham personally had? 100% no. There were times were she could, and did, hire the best in the marketing and fashion world to try to make the company run. From Simon Fuller to Ralph Toledano (then president of La Fédération de la Haute Couture et de la Mode), no expense was spared at trying to make this a success, and at least for now that is working. Will that last forever? I am not sure, it's truly not the most artistically admired brand, but because of that there is a malleability to it that is hard to achieve profitably. So, it might not be the most interesting creative fashion brand, but the behind the scenes are truly fascinating as a study as to what one would go through to make something they love and believe in work, despite everyone (including the man who owned 33% of the company) telling her she should stop.

Affiliate Links for Books Used:

[OGtheGoat]

She’s a good example of spending her money and living her life while she’s here. We see celebs spending millions on other hobbies, hers just happened to be art. Good for her. I have more respect for the brand now that I know its from the heart.

[happyjenny]

Something i love about the brand is that Victoria actually loves it and it makes her happy. She's always wearing her own designs and makeup and does photoshoots and interviews promoting them. She's not like those other celebs and actually does the work behind and infront of the camera. Im very happy for her and that she gets to have her own career thats not with the spice girls or being married to david.

[sharon-bppk]

Yes i am so glad you did her! It’s fascinating that makeup and accessories always allow brands to pull themselves into profitability, the mark up for these products is insane. Furthermore, celebrity brands that manage to become respected in the upper echelons of society is so fascinating to me. The Row by the Olsen sisters is another example, a video on them would also be great.

[gurlbye]

This is why I kept telling people that neither Victoria nor the Olsen twins's The Row had an easy road to success when it came to their brands. Plenty of people were saying the reason Rihanna's Fenty failed was because the public "wouldn't accept a black woman selling at luxury price point", but Victoria, Mary-kate and Ashley does it and they're successful. The reality is, no one was buying The Row and Victoria Beckham in the beginning. They were mocked for years for it's price point and for being a "celebrity brand" until they reached a turning point. But both stuck with it, likely losing their own money to bankroll the projects, while Rihanna had LVMH, which pulled the plug early for losing money.

[katanak]

Watching the ad as a fashion industry outsider, I liked it. It's a playful twist on luxury and wealth. Its nothing too precious or pretentious, but clearly belonging to the upper class. It sells a lifestyle, which I think is what all marketing aspires to.

[robincoatesxo]

Incredible video! I remember studying fashion in 2011/2012, and our tutor told us to research a designer and do a project and I picked Victoria Beckham. I was told to re-pick as they believed she wasn’t a serious designer. I didn’t listen and still did her. Fast forward to now, I must email this video on! Major respect to Victoria Beckham and a big thanks to Understitch for making the video x

[lalc]

What i think is interesting in Victoria's brand story is how ultimately it's similar to a lot of brands. Having a long-lasting business in fashion is hard. You win, you loose but it's needed to establish a brand.
She wanted credibility. I think her brand is credible.
I buy the clothes. She makes beautiful clothes that i think, relatable to women who wants the HF experience at a decent price. I think now that the price point is more contemporary, it can grow and grow.
I think that her offering on the website needs to align with what she is showing on the catwalk. Her clothes on stores and website are very direct. You understand it.
On the catwalk, from season to season, it feels confused.

[sams]

Haha I love she had the reverse of a money grab but still made it work. Tbh I do think of her more as the fashion designer now than her career or just being Mrs Beckham & I think this minimalism era will be great for her

[missjosephinew]

Thank you for this video. Victoria Beckham has always been a WAG to me, she never stood out in her spice Girls days and her entry to fashion through Roc was a cash grab to me..(she was harmless, nothing to write home about!). A little rich girl with strong contacts, a rich hubby and deep pockets, she reigned Supreme as a Wag! Fast forward 2023, my brain has FINALLY has accepted her as a bonified player in fashion. I think because I knew too much about her beforehand, my brain refused to take her seriously. From a business perspective, this video gives me education and maximum respect for her for sticking it out. Again, thank you so much for taking the time to educate me on this ❤

[debbie]

Damn, I'm hoping you do a deep dive into Pat Mcgrath labs on undersking because your point on scarcity marketing made me think of her very first drop with the skin fetish. Her team used a mix of celebrity marketing but still kept the high fashion/luxury aesthetic that she was known for but now her marketing has really become geared to the main public I think.

[keenoled]

I can think of no better way to spend your money than chasing your dreams.

[Jacks_here]

All the puns were brilliant! Haha.
I have never been that interested in Victoria Beckham brand even though I think it was in Harvey Nichols where I out of interest went to see her jeans all those years back. I got to give it to VB for not giving up. I saw her just few days back in Lisa Eldridge’s make up channel and you can genuinely see Victoria being interested and absorbing things from people she thinks are professional and know their stuff. I think with all the criticism she still gets she just withstands it all and just pushes through. I find her quite fascinating now and quite a powerhouse. Really enjoyed this. I might order her perfume testers now. ;)

[TunaYoney]

God I feel old. Guess being born in early 80s, I remember all the way from her in Spice girls to launching her brand. Feels like just yesterday. True to though she was never relatable. Thank you for another well researched topic

[dimplesd]

Luke Meagher on his Haute LeMode channel said it best….” Victoria Beckham makes Zara clothes in expensive fabrics”… I have bought VB from a heavily discounted rack and like my pieces. It’s basic clothes. Sort of Banana Republic at a higher price point. I also have several of the Target pieces that I still wear. Please do a rise/fall or flashback episode of…Richard Tyler, Pamela Dennis, Todd Oldham and Escala. Yes I’m telling my age but these folks were huge when I was in my teens. And profiles of Willie Smith, CalvinKlien under Calvin and Fransico Costa, Donna Karen, and Issac Mizrahi would be wonderful too. Most people don’t know how foundational these 80’s-90’s designers were to American fashion.
🎉🥰
PS I know RT isn’t American but his clothing was huge here.

[Poshgirl]

I LOVE her line, the past few years she’s really hitting the mark! To be fair, in her early years I that looonnggg zipper down the back was super recognizable to me to be a VB dress. Great video, I clicked so fast ☺️

[Jerrard]

We are rooting for you friend trust this level of research deserves to be acknowledged and fully monetized!

[augustoh.]

Such a great video! I love your work, would you mind doing a video analyzing The Row's trajectory?

[mindingpeople]

This was a wonderful video and well explained! You clearly have a lot of knowledge and I learn a lot from video's like this, which I really appreciate. About Victoria Beckham, her (or Davids) money was definitely her saving grace, but the fact that she was willing to learn and adapt made her fashionbrand happen. She must have great leadership in her brand, but I am sure that she is someone who is able to reflect on herself and is someone who wants to learn and grow and I appreciate that.

[karoline.lipp]

I barely use make up but I love her satin kajal liners, highlighter balm and the white eyeliner. Highly recommend but preferably wait for sales because it can be pricey.

[gobyfish]

I disagree that her malleability is a liability, many brands don't have a fixed image, Gucci, LV, Dior, etc have all gone through so many designers, I would say VB brand has always been moderate classic minimalist, feminine, which I believe is actually the most profitable, as it appeals to the most people. Maybe the problem is, it just comes across as something other brands have as well, so she is not the first choice. Maybe she should really settle on something distinctive even if its only a few elements and make that her signature.