Charlotte Simone shifts to sustainable drop model

Charlotte Simone Beecham, a British designer, has changed her fashion business model after ten years. Initially, she followed a traditional schedule, releasing four collections each year and partnering with big retailers like Saks and Harvey Nichols. Her fluffy Penny Lane coats became popular during this time. However, the Covid-19 pandemic drastically affected her brand, leading to significant losses. In response, Beecham turned to Instagram, showcasing one-off samples. This pivot allowed her to focus on community and sustainability. Now, she operates with two collections a year and a unique drop model, where products are available for only one week. The next drop is set for March 26. During her last drop in November 2024, approximately 12,000 people visited her website in just seven minutes. This interest helped her brand appear on the Lyst Index for the first time. Celebrities like Taylor Swift have also helped boost her brand's popularity, increasing searches for her coats significantly. Beecham’s design style, especially the curly fur details, has seen a rise in interest. Forecasts predict a 15 percent increase in these fashion trends early this year. Reflecting on her journey, Beecham acknowledges that the first phase of her brand was driven by the fast-paced fashion industry. In contrast, the last five years have allowed her to create on her own terms.