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In the past year or so, because Affected by the new crown epidemic, the business of some fashion brands is struggling.

For example, the American fashion brand J. Crew announced its bankruptcy before, and the high street fashion giant ZARA closed 1,200 stores, making life difficult.

Yesterday, another big news came from the British fashion circle.

Ilaria Icardi, the design director of Victoria Beckham’s eponymous brand, resigned.

It is said that a dozen employees planned to leave with her, but were rejected by the brand.

It is not uncommon for designers to have personnel changes in the fashion industry. This is related to the brand style, development direction, profit and loss, etc.

Specifically speaking of Ilaria Icardi’s resignation, it is very It may be related to the operating conditions of the Beckham brand.

The brand has been losing money for consecutive years. The design director said: I really can’t carry it anymore! !

Design director Ilaria Icardi is known as the "creative brain" behind the brand and is a close friend of Beckham.

She announced her resignation after seven years at the helm of the brand. It is said that He broke up with his old club peacefully through an "agreement".

A spokesperson for the Beckham brand said that Ilaria Icardi will officially leave her job later this year.

Over the past seven years, she has played a creative role in helping the brand build its position today. It has played a huge role and I wish her success in the future.

Victoria Beckham founded her eponymous brand in 2008. It has been selling clothing, handbags, shoes and fashion accessories for nearly 13 years now.

Whether you have bought from it or not, Anyone who is interested in fashion will probably be familiar with the style of this brand.

Slim-fitting dresses are its signature products, which are modern and simple, fit the body curves, and are elegant and elegant for big women. , left a deep impression on many people, and the brand style creation was quite successful.

Beckham herself is a singer and often sells products for the brand herself.

There are also other artists and even members of the royal family who wear the brand's clothes.

Including Mei Roots,

Kate Winslet,

Beyoncé,

Lady Gaga,

Cameron Dia Here,

Eva Longoria,

Kim Kardashian and many more.

The style is famous, and celebrities are paying for it, but the strange thing is that the sales of the Beckham brand are not good and it has been in a state of loss.

According to foreign media reports, the brand has been losing money since its establishment. 46 million pounds (approximately 415 million yuan),

The newly developed beauty series in 2019 also suffered a loss of 4.7 million pounds (approximately 42.39 million yuan).

According to the account report submitted by the brand earlier this month, the brand suffered a loss of 11.8 million pounds in 2019 and a loss of 12.3 million pounds in 2018.

Moreover, the brand needs continued financial support from shareholders , can we continue to support it,

The auditor said that these circumstances indicate that there is great uncertainty in the brand's operation, and therefore there is "serious doubt" about the brand's ability to continue operating.

Survival is already difficult, and coupled with the epidemic that started last year, brand management has become even more difficult, and a series of measures have to be taken.

For example, in April last year, the brand asked 30 employees to take two months of unpaid leave. The brand *** has about 120 employees, and 30 people account for a quarter of all employees.

The news sparked outrage as soon as it was announced, forcing the brand to awkwardly change its mind and explain that "we take the welfare of our team very seriously."

In June, Beckham took out a loan of 6.4 million pounds to save the endangered business.

It is said that after receiving the support of a "private investment agreement", she was able to continue to manage the brand.

At the end of July, the brand still decided to lay off 20 employees at once. It is said that it will only maintain the most basic staffing and will reduce the number of fashion products developed that year by half.

It seems that they want to preserve the brand by reducing staff and production.

Since it has been losing money for consecutive years, many people will consider whether it is better to close the brand, at least it will not lose more money.

However, it seems that Beckham has no plans to close the brand. There are three main reasons.

First of all, Beckham's company DB Ventures has always been profitable and has been subsidizing the money his wife has lost over the years. Despite years of losses, the couple are still worth ￡355 million.

Secondly, before the epidemic, that is, in 2019, brand sales seemed to have improved.

A spokesperson for the brand said that although 2019 was full of challenges, the company's losses were reduced by half.

The beauty line launched in the same year drove the brand's overall revenue to increase by 7% compared with 2018.

Moreover, the 21st autumn and winter series of fashions were well received by fashion critics, and some beauty products There are also sell-outs.

In short, various signs indicate that the brand is developing in a good direction, and it seems that it can still be saved.

After years of trouble, there are finally signs of success, Beckham. Maybe they will be reluctant to close the brand.

The last reason comes from Beckham herself. Her refusal to close the brand is probably due to her "vanity."

One of her friends revealed that even though she was criticized for not closing the brand out of vanity, Beckham still insisted on her opinion.

This is because Beckham loves In the fashion industry, I also want to make a career in this industry. Despite the difficulties, I am still full of enthusiasm.

Due to the above reasons, Beckham's brand has only been able to survive for so many years.

Since last year, the brand has been exposed to news of loans and layoffs.

People who eat melons may feel that these difficulties are caused by the epidemic. After all, the fashion industry did suffer a lot during the epidemic.

However, a member of the brand design team said that this is not the actual situation and that the epidemic is just an "excuse."

According to reports, if it were not for the epidemic, most of the brand's employees might have resigned.

But after the epidemic, the fashion industry was in a recession, and no one dared to change jobs casually.

Therefore, the design director Ilaria Icardi chose to resign this year, probably because there was nothing he could do.

After working for the brand for 7 years, he just lost money and made no money. There was nothing he could do about it, so he chose to resign. Bar.

After the news was exposed, netizens did not seem too surprised, but more speechless.

Wait a minute, Victoria’s chief designer is leaving? We all thought Beckham did all the designs herself, right?

Well, we were all tricked.

Everyone knows that she did not design those clothes herself. She is a liar.

It’s so successful. Does anyone wear your brand’s clothes? No.

I feel sorry for the real designer...that so much money was wasted.

Is this a project too far to pursue because of a vanity hobby?

Well, after Ilaria Icardi leaves, I don’t know who Beckham will find as the design director.

Let us continue to eat and see who can help the brand turn the tide and get rid of Loss...

ref:

https://www.dailymail.co.uk/news/article-9305247/Victoria-Beckhams-designer-leave-job -hard-hit-fashion-brand.html

https://www.dailymail.co.uk/news/article-8574495/Victoria-Beckham-axe-20-staff-loss-making-fashion -label-bid-afloat.html

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