When Life Knocks You Down Calmly Get Back Up Smile And Say You Hit Like A Bitch 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.When Life Knocks You Down Calmly Get Back Up Smile And Say You Hit Like A Bitch Shirt
Swift, for one. “Taylor Swift was, without a doubt, the biggest moment for my brand to date,” Beecham says. “She’s worn Charlotte Simone three times now and each time it feels bigger and better.” The last time Swift wore a coat (last month, to a pre-Super Bowl dinner in New Orleans), site traffic shot up 500 per cent. The brand saw almost 10,000 sign-ups to its mailing list in five working days, and gained between 8,000 to 10,000 followers on Instagram (virtually based in the US, the brand’s fastest-growing market). Other brand fans include Charli XCX, Dua Lipa and Madonna. “If we get a celebrity hit, that day, we’ll see an increase in site traffic,” Beecham says. The buzz may be growing, but the designer is intent on going steady. “We’ve had the model for five years now, but we have not added another drop,” she says. “We’ve been slow and incremental with perhaps adding an additional piece here and there, but are really wanting to stay true to the business model and produce things that feel considered in limited quantities — I’d rather have them sell out than be sitting on stock.”
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