Victoria Beckham: What Does "Real Scale" Mean?

"At the beginning, we chose 9 stores around the world," Zach talked about the distribution strategy at that time. "If we can convince people that Victoria knows fashion, brand awareness will not be a problem in itself.

So we must choose the location of the store that is consistent with the brand itself.

We know that we have many fans in Asia, India, the United States and Europe.

Even today, Zach is very cautious in adopting this distribution strategy, because the Victoria Beckham brand clothing series will be sold to 150 stores around the world.

"Every season we decline some of the former distributors."

He said.

"But in the ready-made garment series, we may increase only 30 distributors in the next few years.

Because we always have to pay attention to choosing the right sales outlets, so as to ensure the direction of business.

In short, from the beginning, Victoria and Zach decided to launch e-commerce on a global scale and face up to customers.

"Because our customers are all over the world, we initially took the e-commerce route."

Zach explains.

So what is the key direction for the next fast developing fashion kingdom?

"Retail business."

Zach said the company opened a 7000 square foot London store in Dover Street in September this year.

"I think we can only develop slowly like a wholesale brand.

Victoria has a clear vision of its brand development.

She sniffed such business opportunities when she stroll around Dover Street, so we plan to follow this route.

Before opening an independent store, we plan to start offering personalized stores in some department stores.

"In the past two to three years, we have focused on developing this.

We believe that our brand has great room for development in the international market, "Zach added." one of our strengths is that we can become partners with other brands and attach great importance to them.

They truly believe that we can create the true scale, and in my view, the most important thing is to concentrate. "

"I believe that in the next two to three years, we should be able to easily win the sales of 100 million pounds (950 million yuan).

But this is only my personal guess. After all, the situation is uncertain. We have a retail promotion plan, but it has not been used yet. "

However, we have seen that Victoria has made plans, set up such an excellent team, has certain financial resources, and can enhance its reputation.

Global fame, but the success of Victoria Beckham is far from being as simple as it appears.

I asked Zach what power Victoria had to drive her to try new things, especially when she was in the spotlight. She was not always seen by others.

"I guess it's probably a sense of insecurity. This sense of insecurity drives all celebrities and successful people to keep trying," Zach guesses. "Victoria is the first to admit that she may be an ugly duckling, but she also believes that she will not always be an ugly duckling."

"As a successful pop artist, she paid millions of pounds of music royalties and sponsorship fees to marry the most famous star in the world. She could have said," I am the winner of life. "

But she did not stop there.

Zach commented.

"I have been working hard."

When I threw this question to her, she said, "why do you want to do this?"

I'm lucky that I don't have to earn money to support my family, but I have to work.

I have a lot of things to do. I have been working very hard.

This is the kind of person in my bones.

"When I was in school, I was never the smartest student.

Later I went to drama academy, and I was not the most talented one.

All along, I have to work very hard.

I've never seen any pie falling from the sky.

But I have been fighting for it all the time.

I am not sitting there waiting for good things to come to me, but going out to fight for it.

I never wait for opportunities to come to me, but to take the opportunity to take the initiative.

I'm going to pester someone, ask him for help, and keep worrying him.

In short, I feel my destiny is my decision. "

When a friend recommended me to read a Book (the book was long on my bookshelf), I instantly realized the answer to the interview question.

In Paul Arden, a best seller to future advertising managers, "not how good you are, but how well you think", he takes Victoria as an example for people to learn and quotes her original saying: "I want to be as famous as Persil Automatic."

Persil Automatic is a well-known brand of washing powder in the UK.

In fact

When she was a teenager, she decided not only to be better than her peers, but when she was a famous singer, then she had the dream of building a world famous brand.

It is the ambition in her heart that has made her different.

How good she is is not very important. How well she wants is the key. "

This explanation becomes the title of this book.

"Now, it's a bit like a prophet when you say that."

After reading the Victoria Manifesto and the passage in the book, I told her.

"At that time, more people may be laughing at my pathetic."

She laughed at herself. "When I said this sentence, I was still in the hot girls group.

At that time, I was very eager to succeed. I had great ambition and thought everything was possible.

I want to do a lot of things.

I am still young and energetic.

I may not be aware of what I am talking about myself.

"I like to hear people say that we can't do anything because we can actually do all these things.

At that time, everyone felt that the popular women's group could not be put on the cover of the magazine, nor could it be sold in magazines.

But this is nonsense.

We boarded the cover of the magazine, and compared with any other magazine with men's band as the cover, we sold a lot.

At the end of the interview, she said.

"When someone says," no one has done it yet, "or" it can't be done at all ", I will be very excited.

Why? Then we can find new ways to do it. Let's do it quickly! "She said." how exciting! "