The Successful Transformation Of Bei Sao Victoria Beckham

The office environment is not so elaborate and gorgeous. Piles of boxes are everywhere, and tables are crooked and crowded together. The bell rang, and the courier rushed to and fro the package. A conference on clothing materials is being held in the reception room because other conference rooms are occupied.

"Now my office has windows at last, and the former office is like a closet!" she joked and took me to visit her office. "No one here puts up airs. Nobody regards me as a celebrity. What it should be like. " This crowded working environment fully indicates that a new fashion kingdom is rising rapidly.

According to the data released by Victoria Beckham, the turnover of the company in 2013 was very impressive, reaching 30 million pounds (about 300 million yuan), an increase of 91% over the same period last year, and the growth rate was extremely fast.

More importantly, Victoria has also successfully created a good brand image. Compared to the current scale of business, brand image will have greater effect. Her figure has been seen everywhere. In December last year, Victoria was invited to serve as a guest editor of the French Vogue, a pioneer of France, and boarded the cover of two magazines with soccer superstar husband David Beckham, but the cover style was slightly dull. Victoria had been on the cover of the Vogue version of different countries for nine times, but had not yet covered the cover of the US version Vogue. This year, she went on the cover of the 1 monthly edition of the Italy edition of Vanity Fair, the 2 issue of the Spanish version of Vanity Fair and the cover of the 3 issue of the American version of Allure. She also worked with the Internet phone company Skype for a long time and launched a documentary about her personal fashion. How many designers in fashion world can cover the cover of fashion magazines all over the world like her?

"This is a double-edged sword." Asked how her early fame had helped her business success, Victoria replied. The greatest value that fame brings to me is to have the right to speak, and people will listen to what I am saying. That is to say, I can attract a lot of attention and do not need to rely entirely on advertising. But she also admitted, "but I don't like to always play with fame. I like to keep a low profile, work hard and concentrate on business matters. I want to try to control my exposure. I don't want to be photographed every day. "

"So when someone says," this really drives your career development "- this is not necessarily true. She said, "because people also have a lot of prejudice against me, but this is also normal."

If you think that Victoria Beckham's outstanding achievement in the fashion industry depends solely on personal fame, it simplistic the problem. Over the years, Victoria has been an activist in the fashion industry. She appeared on top of the red carpet in the top fashion. It is only her daily life that can cause widespread concern across the Atlantic and the global media.

But she was also ruthlessly rejected. The industry will not forget that for a time, all fashion brands contacted her agent, and asked Victoria not to wear their brand clothes, but she could not afford to wear them. Because the brand doesn't want to be associated with Spice Girl's later Victoria, when she was raised and raised, with an excessive bleached golden short hair. But she is like a chameleon and has a unique strategy in transition. From "fashionable spicy girl" to "star wife" and then to the founder of the famous fashion brand, her amazing transformation ability is also a magic weapon for her success.

Today, Victoria has become a fashionable pronoun. Her costumes are always simple and unique: wearing a light brown back knitted sweater, matching Victoria Beckham black jeans and Saint Laurent black knee jerk boots. She doesn't wear too much makeup, except for a small amount of smoke and makeup on her eyes. The only accessory on her body is the Rolex gold watch, and a Chopard green emerald cut diamond ring. The only sign of the "pop and beautiful" pop singer's time was the two tattoos on her wrist, which could be seen from beneath her sleeves.

Apart from the improvement of appearance, perhaps more important is her changes in taste and aesthetics. Now, she can blurt out a series of designer names, clothing structure and detailed specifications of fabrics at any time, because she has done a lot of work whether she is studying fashion, brand or business.

"For a long time in the past, I have always been the laughing stock of others." She admitted, "but when everyone is laughing at me, what am I doing? I am laying the foundation for all of today."

When Victoria first entered the fashion industry, she worked as a designer in other brands: Linda Farrow glasses, Rock & Republic cowboy series, Coty perfume series and Samantha Thavasa design accessories (Samantha Thavasa is Japan's handbag brand, which is famous for its celebrity endorsements such as Paris and Republic. These collaborations do not mean that she has entered luxury or high-end fashion industry since then, but this gives her a basic understanding of fashion business.

"At that time, I wanted to design. Latest fashion These brands gave me the chance. They have everything there, and I can design directly after I enter. I am very happy. She recalled, "I learned how to realize my thoughts or act in my way. This is a rare experience. "

But the cooperation is still in the final analysis. Star For publicity, it didn't take long for Victoria to realize that he wanted more than that. She wants to really participate in the fashion creation process and become a business decision-maker: she wants to be involved in everything.

"When I found out that I could build my own house and use everything I had on hand, and I had financial support, I immediately seized the opportunity. Yes, I could have continued. brand I got a lot of money, but I got out of it. " She said, "I have learned a lot and I know that I want to take different roads. I got financial support from Simon to achieve all this.

The Simon she mentioned was Simon Fuller, the gold medalists who pushed Victoria to the world, and the first supporter of her own fashion business. Simon XIX Entertainment Group (XIX Entertainment) owns 1/3 of Victoria Beckham, and the remaining 2/3 shares are held by Beckham couples.

At the age of 18, Victoria first met with Simon, the great leader of music production. The office was where her personal office was now. "I was sitting on the sofa with the other girls of the spice girls." She kept talking, smiling and remembering the past. "Simon was wearing a navy blue Prada trousers and the lavender hat on her head was also Prada. I remember very clearly now. He is the spokesman for Prada. "