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Victoria Beckham is the hottest fashion brand during New York Fashion Week last September
With the changing pattern of the global fashion industry, the brands of New York Fashion Week are losing.
Following Vivienne Westwood’s decision to leave, Victoria Beckham, who is currently based at New York Fashion Week, also recently announced that she will withdraw. The fashion show that was scheduled to be released in February will be changed to a private clothing show at the James Burden Mansion in Upper East Side, Manhattan, New York.
The picture shows the Victoria Beckham 2018 Spring Summer Collection fashion show
According to data analysis agency ListenFirst, Victoria Beckham was the hottest fashion brand during the New York Fashion Week last September. The number of mentions was about 5.662 million times, accounting for 17% of the total number of topics during the fashion week. The departure may further weaken the attention of New York Fashion Week in the industry.
To commemorate the tenth anniversary of the brand's founding, Victoria Beckham will return to London to host the fashion show in September. This will be the first time that his eponymous brand has landed on London Fashion Week.
Founded in 2008, Victoria Beckham's simple and elegant design cuts its brand to become one of the hottest fashion brands on New York Fashion Week. Its products are divided into three categories, namely garments, glasses and accessories. Among them, the glasses products launched in 2009 are the best-selling brands.
However, with the downturn in global fashion retail, Victoria Beckham, with two design teams and 100 employees in London, is under tremendous pressure. According to sources quoted by foreign media sources, Victoria Beckham lost more than 8 million pounds last year, sales fell 1.6% year-on-year to 363 million pounds, but the group is optimistic about the brand's prospects.
At present, the Victoria Beckham brand belongs to the Beckham Brands Group. Last year, the company reorganized and refinanced, and in November of the same year received a total of 30 million pounds of private equity fund NEO Investment Partners financing. Some analysts expect Victoria Beckham to have a valuation of about 100 million pounds.
According to industry sources, the funds invested by Neo Investment Partners will be used to repay debts while being used to expand Victoria Beckham's retail business and develop e-commerce channels.
In addition to Victoria Beckham, the Chinese designer Alexander Wang has also announced that the same brand will start from the spring/summer 2019 series. The Spring/Summer series that should have been released in September will be released as early as June. The fall/winter collection will be earlier than February. It will be released in December and will no longer participate in the traditional schedule of New York Fashion Week.
Obviously, with the rapid development and innovation of the fashion industry, the system of New York Fashion Week is too conservative, and designers have gradually lost confidence and patience and fled.
According to incomplete statistics from fashion headlines, the brands currently quitting New York Fashion Week include Public School, Proenza Schouler, Rodarte, Vera Wang, Tommy Hilfiger and Rebecca Minkoff.
It is reported that the American Fashion Designers Association CFDA is considering changing the schedule of New York Fashion Week to keep pace with the changing fashion retail environment. For example, New York Fashion Week has decided to combine the February men's and women's fashion week schedules. Among them, men's wear brands are mainly exhibited from February 5th to 7th, and from February 8th to 14th, they are mainly women's wear brands.
According to analysis, the purpose of merging the men's and women's fashion weeks may be to rejuvenate the core competitiveness of New York Fashion Week.
Some analysts believe that on the surface of New York Fashion Week is to optimize the schedule, but in fact it is to cover up the gap of the brand's continuous exit. The decline of Fashion Week is the real reason for the change.
It is worth noting that, while loosing some of its resident brands, New York Fashion Week is constantly absorbing fresh blood. Bottega Veneta, which has always been focused on making Italian traditions, has become the latest luxury brand to join New York Fashion Week.
Under the leadership of e-commerce giants such as Tmall, Jingdong, Chinese designer brands will continue to overwhelm the New York Fashion Week. On February 7, Tmall will hold "China Day" at New York Fashion Week. In addition to Li Ning and Taiping Bird, the brands on the same day under the banner name of the Tmall also include Edison Chen’s CLOT brand and designer brand Chen Peng.
Jingdong also reached a cooperation with the CFDA/ Vogue Fashion Foundation at the end of last year to help the young design forces of the United States smoothly enter the Chinese market and achieve seamless integration with the current largest online market. Analysts pointed out that this may become the New York Fashion Week attracting emerging designs. A great weapon for the division's brand.
However, the reform of New York Fashion Week seems to be imperative and even happening. New York Fashion Week, which is worried about the downturn in the industry, will continue to fluctuate.