Fashion And Football: Brand Beckham Sets Eyes On China

Victoria Beckham Set To Promote Fashion Line In Mainland China

Victoria Beckham at Lane Crawford in Hong Kong last year

Having made promotional appearances last year in Hong Kong (hyping her fashion line) and Beijing (with her special-edition Range Rover Evoque), singer-turned-designer Victoria Beckham is reportedly set to make her biggest attempt at cracking mainland China later this month.

Slated to make “high-profile appearances” and show off her collection to potential buyers, Victoria’s upcoming China jaunt comes just after the appointment of her husband, football star David Beckham, as ambassador for Chinese soccer.

According to Britain’s Daily Record, the combined efforts of Victoria and David is their attempt at raising the profile of “Brand Beckham” in China. (And hopefully, in the process, cashing in on a receptive public.)

A source close to the former Spice Girl said: “She’ll make several public appearances to publicise her collection.

“She wants to particularly push her dresses while she is out there but her accessories are equally important.

“Posh will make an absolute fortune and with David doing some work out there too, they could easily crack the market within months.

“The idea is they do a team thing, a Brand Beckham to woo the Chinese public.”

While we’re not so sure Victoria’s fashion line will “easily crack the market within months,” entering China as part of a united front with her footballer husband offers quite a bit of valuable PR. However, if her expansion into the Mainland is tied to a high-profile retail name like Lane Crawford — where she appeared last year to promote her namesake fashion line — it’ll certainly go some way to paving the way for success among a certain niche demographic.

Victoria Beckham in Beijing last year with her special-edition Evoque


Fashion, Market Analysis, Marketing, Retail