The label’s new pricing structure hopes to sustain the brand and appeal to a larger market during the pandemic.
Victoria Beckham made the decision to reduce the average selling price of her clothes by 40%. To achieve a lower price point, she is switching to simpler silhouettes and plain fabrics. She took action to adapt to lifestyle changes and budget restraints caused by the pandemic. She hopes that the more affordable range will appeal to a wider consumer range.
The brand is putting a halt to formal workwear, as more people are still working from home. She is instead introducing loose-fitting dresses that are fashionable yet comfortable loungewear. The perfect ensemble for a last-minute video call.
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Demand for party dresses and eveningwear declined during the pandemic. Instead, a rise in sales of knitwear, sunglasses and Beckham’s ‘athleisure’ collaboration with Reebok was on the rise. Victoria Beckham as a brand is emerging with a new aesthetic to cater to the needs of a global pandemic, with lower pricing.
Victoria Beckham X Reebok
Last year Mulberry slashed prices in Asia by 20%. They announced that the changes were made to align international pricing, but it was also a good way of boosting sales in a difficult time.
Here are some of the looks from Victoria Beckham’s Pre-Spring/Summer 2022 show. The collection plays with vibrant colours including a green spaghetti-strap slip dress paying homage to the 90s in the most glamorous way.
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