IT has never been unusual to glimpse a face like thunder behind Victoria Beckham’s trademark oversized sunglasses.
But as The Sun reported yesterday, she now has good reason to look glum, since her fashion empire made an £8.4million loss last year – 78 per cent up on the previous year.
XposureVictoria Beckham has seen her fashion crown slowly slip away as her fashion line's earnings plummet
Only a few years ago, the style set were singing her praises as she went from Spice Girl to Wag to bona fide fashion designer.
But now her style crown is slipping, thanks in part to her outrageous pricing and lack of wow factor.
So just what can she do to get the Beckham brand back on track?
Here, we investigate what has led 43-year-old Posh to lose so much dosh – and how she can fix it, before it’s too late.
Getty - ContributorDue to a lack of wow factor and overpriced clothing, consumers are less interested in Victoria's once successful brandWay too pricey
COME on, Vic. Your real fans have followed your career from the start, sticking with you through the highs and the lows.
We knew all the lyrics to the Spice Girls songs and watched in awe as you began to reinvent your image and climb the fashion ladder.
Rex FeaturesThe public have watched Victoria's style transform over the years from matching Versace leather looks to something much more contemporary
We even turned a blind eye when you wore that matching leather get-up with David.
And in return you offer us your eye- wateringly pricey clobber? That’s just not on.
True VB fans generally can’t pay £1,500 for a dress or £1,700 for a bag.
And here lies the problem with brand Beckham. She has pitched her business as a contemporary of the fashion elite without the history, experience or know-how.
AlamyIf anyone has a couple thousand spare for a handbag, you are more likely to go to Chanel than Victoria Beckham
Those who can afford her stuff have the pick of the entire fashion bunch. If you have a few thousand quid to spare, you’ll more likely bag a chic Chanel jacket that has real value than Victoria’s latest effort.
We mere mortals would give our right arm for a piece of her style, but she has cut all ties with the ordinary public who put her on that pedestal.
As the Spice Girls themselves sang: “Who do you think you are?”
WHEN Victoria launched her fashion line in 2008, it was a natural progression for her.
She had been making connections, one stiletto at a time, by appearing in campaigns for designers Marc Jacobs and Armani and walking the catwalk for Roberto Cavalli.Victoria's designs lack so much wow factor as seen in this basic white shirt which will set you back £495
But the fashion frenzy over her career change wavered after a few seasons.
There’s no denying her designs are beautifully cut and oh-so-stylish, but at catwalk shows, much of the talk now surrounds the Beckham clan sitting on the front row rather than the clobber itself.
And there has never been an “it” product. Unlike Burberry’s mac that is still considered a masterpiece or the must-have Mulberry Alexa bag that became the only accessory to be seen with, Victoria has never had a single item that has really wowed fashion fans and ignited their desire to save up and buy.
Even M&S has managed a sell-out item each season. But it seems VB doesn’t do “stand-out” pieces.
Getty - ContributorVictoria Beckham needs to become more creative and make her heavy price tag worth the splurge
Her aesthetic is minimal, and while undeniably gorgeous, it is easy to replicate.
Yes, her £500 white shirt, left, may be luxurious, but Next does a similar, far cheaper one. It turns out we can Spice up our lives at a fraction of the cost of the real thing.Diffusion delusion
OFTEN a fashion brand’s real profit does not come from its main fashion range, but from so-called diffusion lines.
When we normos sadly realise we can’t sacrifice our car for a designer coat, we turn to the next best thing — a perfume or aftershave, a lipstick or an eyeshadow palette in a pretty box emblazoned with a designer logo that costs a more purse-friendly £50.
BackGridVictoria Beckham has collaborated with beauty powerhouse Estee Lauder but does not have her own diffusion line which would bring in the money
Immediately we feel as though we have a small piece of luxury to mix in with our high street favourites.
Fashion house Chanel reportedly brings in 60 per cent of revenue from cosmetics, and its former digital director revealed that fashion lines are essentially a tool to market the label’s other licensed goods.
But Victoria Beckham doesn’t have her own diffusion line. She has put her name to collaborations such as this year’s range with US budget brand Target and her make-up line with Estee Lauder.
Both are hugely successful, but not entirely down to her.
Rex FeaturesPosh Spice also released a clothing line with budget friendly Target, but is not going to bring in the profits as luxury items would
She does run a sideline called Victoria, Victoria Beckham, which is meant to be a cheaper arm of her business.
But at £550 for a pair of trousers it doesn’t really scream out “affordable” to us.
DURING awards season, the question most celebrities get asked on the red carpet is “Who are you wearing?”
Among the Dolce & Gabbanas and Guccis, it is rare to hear an A- lister is wearing a Victoria Beckham — unless it’s her best and most loyal pal, Eva Longoria.
Getty Images - GettyYou will rarely see celebrities wearing Victoria Beckham's creations on the red carpet unless its her best pal Eva Longoria
The other snobby stars might feel a bit awkward about saying their dress was designed by a former Spice Girl from Essex.
However, if Vic was to create real red carpet showstoppers, we reckon they’d put their misgivings aside.
Sure, it’s not her style, but even the re-strained Stella McCartney knows the power of free publicity.
The red carpet offers a platform to elevate any fashion house. It puts them on the map as a serious power player in the industry.
Getty - ContributorBritish designer Stella McCartney knows the true power of celebrities wearing your creations on the red carpet
And partnerships between celebs and fashion brands can be invaluable. Take Jennifer Lawrence, for example.
Her alliance to Dior has seen its glam designs on best-dressed lists worldwide.
Yes, celebs do wear VB looks, but not at events that really get column inches.
Maybe she could design Meghan Markle’s wedding dress. That would really set her apart from the competition.Not in the gang
IT is no secret that VB doesn’t have the formal fashion training that most big-name designers can boast.
She has previously admitted: “I have a different way of expressing myself . . . I’ve learnt a lot in the last seven years. I’ve learnt a lot very, very quickly. And I continue to learn.”
HandoutControversial fashion duo Dolce & Gabbana blasted Posh Spice saying she does not make clothes the same way established do like Versace or Chanel
But while we appreciate her honesty, not all in the industry have been quite so accepting.
In 2014, esteemed fashion duo Dolce & Gabbana, said: “She’s a designer but for us she doesn’t make clothes the same way like a fashion designer.”
It takes years to become an established fashion house and, while Victoria should be praised for her ability to crack the industry, she should not be too arrogant about her position.
In the 1997 film Spice World, above, Posh famously lusted over her “little Gucci dress”, but the real Posh still has a way to go before her clobber can be coveted in the same way.
�Phil Loftus/Capital PicturesJust 20 years ago, Victoria Beckham obsessed over her 'little Gucci dress' in Spice World
With the snooty fashion world still looking down their noses at her, VB’s appeal suffers from her
Wannabe status.Marketing muddle
DIRECTORS of the Beckham fashion brand explained that last year’s losses were caused by heavy investment in “design, production and marketing”.
But who exactly is she targeting with tens of thousands of pounds of marketing?
Splash NewsVictoria Beckham has allegedly invested tons of money into marketing but its completely unclear who her audience is
It’s not as if most of her fans are about to come into a secret inheritance, so what is the point?
You may be hard pressed to recall any Victoria Beckham “marketing”, but you will have seen her use her own image as a promotional tool.
Though she looks grumpy most of the time, she is papped wearing her own designs whenever she steps outside, which costs her nothing.
A great marketing ploy would be to team up with a high street brand such as H&M for a one-off collection. But when the fashion giant last tapped up a Beckham for a collaboration, it was David they chose, not Victoria.
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His range ran from 2012 to 2016.
Let’s hope that Victoria has really been funneling money into fixing the problems that her brand undoubtedly has.
Perhaps it’s time for her to turn her back on Posh Spice and embrace a new identity as High Street Spice instead.Victoria Beckham speaks about new budget clothing line with Target
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