Beckham misses the Target market, but does it matter?
Our intern, Rose Wolfe-Emery, takes a look at Brand Beckham's PR...
Victoria Beckham, otherwise known as 90s pop sensation Posh Spice, debuted her first high street collection with US fashion retailer Target on Sunday. Launched in September 2008, Beckham’s eponymous fashion label has flourished as a permanent fixture of New York Fashion Week. However, the Beckham brand is associated with an opulence that few can afford, with some of her luxury handbags retailing for up to £18,000. By collaborating with a decidedly budget label, Beckham clearly plans on expanding her brand to include the mass market. However, due to a combination of technical problems and internet entrepreneurs, Beckham has missed the target market with this range.
Many of the sold-out pieces from the collection have resurfaced on eBay, now fetching up to four times their original price. A top sold for £35 is repriced at £125, while a bomber jacket that was sold for £70 is now on offer for £199. On average, each item is selling for £100. Originally, nearly all of the pieces were sold for less than £40. With the collection nearly sold out and the inflated eBay prices unaffordable, many would-be customers have been unable to purchase anything at all. One frustrated Twitter user (@AleroButtercup) lamented:
“The @victoriabeckham site cannot cope with the release of her target collaboration. So ill prepared. It’s a shame”
After her website buckled under the weight of browsing customers, Beckham Tweeted an apology on Sunday: “I am overwhelmed by your response to my Target collaboration launch! Thank you for your patience and sorry for any frustration! x VB”.
Does an apology cut it, though? The integrity of her brand is surely affected by technical issues and customers treating the range like an online car boot sale. Nevertheless, the PR generated from the eBay sales coupled with the careful marketing of her brand is sure to spawn new interest. As many of the pieces feature large floral prints, the collection has been marketed with a calculated personal touch. Before the launch, Beckham told The Telegraph: “I tell this story about how me and Harper walk to Holland Park to collect flowers. You can see that the collection is really about my relationship with her.” Alongside the low prices, this personal touch allows ‘normal’ women to relate to the glamorous businesswoman. In the grand scheme of things, Sunday’s mishap proves little more than a bump in the road for the Beckham brand.