Victoria Beckham Launches E-Commerce

Victoria Beckham unveiled a revamped website with e-commerce at victoriabeckham.com. Thew site is a multicategory destination carries her ready-to-wear collection, contemporary Victoria Victoria Beckham line, accessories, denim and eyewear.

As of now about 20% of the company's business comes from online sales through other retailers' websites. Victoria Beckham's chief executive officer, Zach Duane, calls e-commerce "the biggest channel of sales by far."

"That statistic alone makes it an important next step for us. When you think about opening your first physical shop, you come to the point of view that e-commerce allows you to service a global customer. We sell to over 54 countries, and we have a very even distribution across those counties," Duane said.

Beckham herself was "very hands on" in the entire process. Beckham was not only involved with the buys for each category, the site will also sell an exclusive selection of reissued dresses from previous seasons that Beckham still wears herself. The Victoria Beckham Icon collection currently is comprised of five dresses including a black basket-weave cotton corset dress (spring 2009), and a navy and teal double crepe cap sleeve shift (spring 2012). A new selection will be available to the VB Icon collection every few months.

Beckham explained that part of creating an rtw offering available only on the site was to produce each style in limited quantities.

"They don't seem to date, and the customer feels good in them. Once it's sold out, that's it. There will be no more. I limit my production," she said. "It's not about making and selling as many dresses as I can. I've never done that. I want to limit it so the customer feels special. It won't go to any other retailer. It's really exclusively for me."

Other features on the new site are customer services like same-day delivery in New York City and London. Also, sales associates are reachable by phone if you have a question, or want to locate an item not carried on the site. Beckham noted that she's even shot some of the images in the "Look" section of the site.

"There's a cool, edgy rawness to it - and that's very much how I wanted it to look. With regards to the imagery, I haven't done anything too complicated. I've kept it real. It's very relatable. I didn't want the images to be super glossy and retouched - I find that quite an old-fashioned approach. It's very honest. That's why people respond to the brand in the way that they do," Beckham said.