Victoria Beckham is the UK’s number one style icon among females, according to GlobalData research, heading up a list which includes royalty, singers, actresses and celebrities. While Victoria Beckham is focusing on her own luxury label, her forthcoming collaboration with US general merchandiser Target, providing affordable womenswear, girlswear and babywear, could indicate she is open to retail partnerships outside of the luxury segment. In truth, it more likely signals her intention to expand her brand into childrenswear.
Incorporating these style icons into editorial content such as ‘shop the look’ features will help retailers to remain relevant to today’s shoppers. While there is little variation in age in the list, Helen Mirren’s top 5 positioning should provide inspiration for retailers such as M&S, Jacques Vert and Bonmarché, which target a more mature demographic. Consumers’ admiration for Helen Mirren’s sense of style reinforces the trend that older shoppers are looking and feeling younger, with the actress looking much younger than her 71 years.
The Duchess of Cambridge is well known for championing British fashion, and premium players such as LK Bennett, Reiss and Whistles have benefitted from the ‘Kate effect’, with sales being boosted as shoppers want to emulate her style.
- Victoria Beckham
- Holly Willoughby
- The Duchess of Cambridge
- Taylor Swift
- Helen Mirren
- Kylie Jenner
- Cheryl Cole
- Kim Kardashian West
Source: GlobalData Retail’s 2016 UK clothing survey
It is unsurprising that some of these personalities have already dabbled in clothing collections, with Rihanna collaborating with River Island in 2013, and Beyoncé launching ‘athleisure’ brand Ivy Park backed by Topshop. Holly Willoughby previously collaborated with Very.co.uk on a womenswear range, the deal ended in 2013; however given her popularity among shoppers, she would make a good celebrity partner for retailers such as Sainsbury’s and Next – especially given her potential to extend into childrenswear as well.