Today sees the exciting launch of this week's Grazia cover star Victoria Beckham's first e-commerce site where you can shop the designer's collections at the click of mouse. The new online platform will showcase VB's accessories, eyewear, denim and Victoria Victoria Beckham line and will offer users an exclusive behind the scenes glimpse into her world via videos, images and social media feeds that will be posted on the website. Victoria revealed: "My new website has been in the making for a very long time. It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer. The site will be ever evolving featuring never seen before insights into my world through the medium of film. I'm incredibly excited with what I have created and the unique access to the brand I am now able to offer."
While we wait for VB to hit the button and make her e-commerce site live, here's 5 things you need to know about the designer's new venture:
1. Online sales amount to 20% of the company's business...
Currently, this comes from online sales through other retailers' websites so Victoria and her chief executive officer Zach Duane will be aiming for sales on victoriabeckham.com to match the size of the brand’s existing e-tail business.
2. VB had a hands on approach in creating the site
As well as choosing what products the site will sell in each category, VB also had a steer in the modern and clean look and feel of her e-commerce proposition which was designed by King & Partners.
3. VictoriaBeckham.com will give you an All Access Pass into the designer's world
Not in the mood to 'Shop'? Then enter the 'Look' section of the site where you can browse through Victoria's social media feeds as well as hundreds of images, GIFs and videos.
4. The production is limited so customers get exclusivity
If you're wondering why the dress you wanted sold out so quickly, it's because Victoria is very strict on the amount of product produced. She explained: “Once it’s sold out, that’s it. There will be no more. I limit my production. 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.”
5. It's not super glossy
Despite Victoria's polished personal style, the designer wanted her e-commerce site to be a little more rough around the edges. “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.”
Want more Victoria Beckham style? Pick up this week's Grazia for the designer's fashion rules.