Officials Iowa Hawkeyes 2025 Reliaquest Bowl Champions Helmet Shirt
In shifting to this model, Beecham has also freed up time to engage more closely with her consumers. She’s the one replying to those who DM the account. “It allows me to keep my finger on the pulse,” she says. “I know if someone’s complaining or if something’s not working or a shape or a fabric is wrong. I’m the first person to know.” I joke that it’s like another full-time job. She agrees but seems unfazed. It is, after all, these engagements that help to inform the content of forthcoming collections. “I’m always asking: OK, so we had leopard print last year. Do you want leopard again? Do you want it in wool? Do you want it in faux fur?” This is one of the biggest changes Beecham has enjoyed since shifting her business model. She recalls pre-Covid when she’d have to cave to wholesaler requests. “A big retailer made me make an orange coat,” she remembers, grimacing. The coats didn’t sell (the trend came and went). The retailer shipped back the coats — no payment. And Beecham was left with a pile of orange coats that were never for her customer in the first place. “It’s a situation that I luckily don’t need to find myself in any more,” she says. These days, more than ever, Instagram is Charlotte Simone’s brand hub. Eighty per cent of the brand’s sales come from the platform. With no year-round website or physical storefront, Instagram is where the brand world lives. “We have no storefront and our website is closed apart from three weeks of the year,” the designer says. “So Instagram is essentially everything. It’s our world for our customer.” It’s for this reason that she sits at the helm — of the account as well as the brand.Officials Iowa Hawkeyes 2025 Reliaquest Bowl Champions Helmet Shirt
It also keeps Beecham abreast of what consumers are willing — and able — to pay. “When we are in design and development, we always think to ourselves that we want [the coats] to be attainable,” she says. “It’s still luxury, but it should be attainable.” Beecham always asks herself what she’d be comfortable spending on a jacket. “That’s why we use a lot of faux fabrications as well,” she explains. “It allows us to bring that price bracket down and for it to feel more achievable.” As luxury prices continue to climb, it’s a notable feat. In Q4, the average price for Lyst’s hottest products (the list on which Charlotte Simone placed eighth) was $628 — a 27 per cent decline year-on-year. Charlotte Simone’s pieces, averaging at £385, fall well below this average. It’s a sign of where consumers are at: they’re pulling back and spending less, squeezed by both high costs of living and the skyrocketing luxury prices they feel no longer match the quality of the product. So for Charlotte Simone, sitting on the lower end of this bracket is a sort of safety net. This, coupled with the designer’s close contact with her consumers, positions the brand better than many.
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