As common household names, celebrities are always being discussed; especially in modern society. The Beckham family is no different, although their fame has stems from football and music to the latest venture of fashion. Victoria Beckham has recently partnered with Target, a US retailer to sell her range of cheap designer clothes for all age ranges and all sizes. Whilst this range is extensive, it is set to only be available for a limited period of time, with online access as well through victoriabeckham.com creating a global customer base.
The target for this fashion range is the high street as opposed to high end retailers. This not only brings more customers to the brand but it also allows people of any level of wealth to look and feel good about themselves. The potential for knockoff items is great in this market, as is the issue of the re-selling of items through retail websites. The main issue of this cheaper designer brand is for other designers who are being undercut, which to an extent forces their business decisions to allow for people of all wealth, age and sizes. Victoria Beckham has targeted a new niche customer market, bringing everyone together under the premise of Girl Power.