Brand founder Charlotte Beecham recalled that when she first saw the star wearing her scarf, it was shocking. Since then, she has won the favor of many influential people, including Gigi Hadid and Bella Hadid sisters, Sienna Miller and Millie Mackintosh.
London, United Kingdom - A few years ago, London Fashion Week saw a curious fashion item: a furry, colorful scarf. Street beat star Olivia Palermo was the first to wear these striking scarves, and later singer Rita Ora joined the camp. Vogue also noticed the new product line called Charlotte Simone.
Brand founder Charlotte Beecham (Simone is her middle name) recalled that when she first saw the star wearing her scarf, it was shocking. Since then she has won the favor of many influential figures, including Gigi Hadid and Bella Hadid sisters, Sienna Miller and Millie Mackintosh.
“It feels so good,” Beecham said. “Maybe they know that the brand is run by a young girl and it may seem more resonant.”
The 27-year-old designer started doing business four years ago, and now she controls the scarf empire that has just started but is very profitable. Revenue has reached a million, she also said that the past year has increased by 40%. Harrods, Harvey Nichols, Nordstrom, Bloomingdale, Neiman Marcus, and Bodoff Goodman ( Bergdorf Goodman) is selling her scarves. Her biggest market is the UK and Japan, but with these retail customers, she can turn her attention to the United States.
Her most popular item is a pop-up, eye-catching plush scarf with a burst of color at the tip. Most of the styles are lively and playful, not as serious as the style you usually see in the front row of fashion shows. Many designs come with branded signature colors such as bubble gum pink or ice crystal candy blue. The artificial lamb wool style costs £175 and the real fox fur style costs £450.
These are undoubtedly absolute declarations. If you put on a Charlotte Simone scarf, you definitely want to be seen by everyone.
“Every woman has a pair of jeans, a T-shirt and a little black dress that they feel comfortable to wear,” Beecham said. “They are still looking for that important piece.”
Perhaps it is this destined and compelling trait that makes Charlotte Simon the darling of Instagram. Beecham personally manages the brand's official account, mixing her daily life photos with the brand's dazzling scarves, attracting about 60,000 followers. This account is a cash cow - about 40% of the brand's official online sales come from Instagram. Of course, every time a star wraps these scarves around their necks, it will also lead to a surge in sales.
Charlotte Simone rose in 2012 when Beecham and her friends at the Parsons School of Design in New York were looking for some seamstress in the Garment District. Beecham doesn't know what her friends are doing. She doesn't read fashion at college, but majors in English and art at New York University, hoping to become a journalist. But no matter what, soon she dragged a large bag of scarves to find retail buyers, hoping someone was interested in what she designed. In the end she could only find a Neiman Marcus buyer and signed her first big order. "At that time I knew that I was standing in front of this door," she said.
Yes, these scarves are all furry, but not every one is made of real fur. Scarves sold by Charlotte Simone include fur and faux fur versions that cater to different types of female consumers and also design brand prices at various levels. Beecham has always been concerned about new developments in the manufacture of artificial fur fibers and hopes to incorporate them into the design. She also said that this area has a long way to go in recent years. Faux fur is no longer a fashion taboo, she said.
“Maybe 10 years ago, almost no one touched the faux fur fashion, because it was not considered a high-grade or luxurious material,” Beecham said. “And the artificial fur will fall off, and it will rain when it rains. This should Not a fashionable person or something that the Upper East Side girl is eager to get."
Beecham's plan is to continue to design scarves - at least for now. She has been involved in jackets and other accessories such as hats and keychains. On the high-fashioned flyover, after the clothes, high-end ready-to-wear parts, shoes, handbags and other products, the items that the major fashion houses hope to chase are scarves.
Beecham said that in Charlotte Simone, these scarves must be stars forever.