David Beckham has chosen H&M to launch his all-new Bodywear line and have settled for a long-term distribution partnership deal. Read: it is not a one-off collaboration. For those not in the know, here’s a quick update. David Beckham has been working with American Idol franchise creator Simon Fuller to create a David Beckham lifestyle brand.
“David and I have a number of ambitious and exciting ideas in development across a broad range of categories. The next 10 years will see David evolve into being recognized, not just as an iconic sports figure, but also as an important entrepreneur.” -Simon Fuller
David Beckham has already announced the launch of his third fragrance with Coty called Homme by David Beckham, due out this September. Following that, his Bodywear line in collaboration with H&M will be launched on 2 February 2012. That means affordable price points that will go easy on the wallet. H&M will carry the line in 1800 stores globally. Well, I find this peculiar. This could be a licensing agreement gone wrong. While launching his Bodywear line via H&M means a larger share in the market, it also means that David Beckham is positioning his lifestyle brand as a contemporary/better label. Interesting.
“The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward.” -David Beckham
I would expect David Beckham to place his brand at bridge level at the very least, taking into consideration that his wife Victoria Beckham has her own designer label; he would want to match up to that. Maybe it is still too early to tell as his Bodywear line will be the first of many lines but surely it is a hint of things to come. Pierre Cardin comes to mind and it makes me cringe. I only hope David Beckham surprises me in his next launch. Fingers crossed!