Vicky Beercock

Fashion Industry Experience

I bring extensive experience in the fashion industry, having held leadership roles that merge creativity, strategy, and execution to drive impactful global campaigns, launches, and events. Below is a detailed summary of my expertise:

Collection Launches

• Y-3, Y-3 SPORT, adidas by Rick Owens, adidas by Raf Simons, adidas by Porsche Design Sport, and adidas NEO:
  Successfully launched Spring/Summer and Fall/Winter collections from 2016 to 2018 (SS16, FW16, SS17, FW17, SS18, FW18) across six iconic adidas brands. These launches combined innovative global and local PR strategies, influencer campaigns, and compelling storytelling, elevating brand perception and driving market success.

  • Y-3 SPORT Launch: Collaborated with i-D and Vice networks to globally launch the SS16 collection, achieving:

    • 12M+ global reach on i-D and Vice platforms.

    • 587M+ earned media readership across 15 markets.

    • 33M social impressions.

  • Developed comprehensive toolkits, including photography, video content, social assets, and messaging guidelines, enabling seamless activation across markets such as Germany, France, Japan, Italy, and China.

Fashion Shows

• Paris Fashion Shows for Y-3, adidas by Rick Owens, and adidas by Raf Simons (SS16, FW16, SS17, FW17, SS18, FW18):
  Delivered standout seasonal runway shows that positioned adidas as a leader in high-fashion collaborations.

  • Results:

    • Achieved 1 billion PR reach and 34M social reach for Y-3's Paris Fashion Week shows.

    • Revamped event agency strategy, earning Yohji Yamamoto’s praise for the FW17 show as the best in over a decade.

    • Increased media engagement with a 515% rise in quality coverage and a 645% boost in social coverage from FW16 to SS17.

    • Doubled the attendance of key editors, achieving record post-show media sample requests and buyer interest in over 10 years.

Campaigns

• Y-3 x Virgin Galactic Partnership (FW16):
  Conceptualised and executed a groundbreaking editorial activation, taking key editors on an exclusive journey to Virgin Galactic’s facilities to unveil a prototype flight suit.

  • Results:

    • Generated 270+ media pieces across 34 markets, reaching 3 billion.

    • Delivered 90M+ social impressions and 19,113 mentions.

    • Secured a six-page feature and front cover in Wallpaper magazine.

Collaborations and Other Launches

• Wayne Hemingway – Vintage Festival:
  Played a pivotal role in pairing the Vintage by Hemingway Festival with Sir Peter Blake’s 80th birthday to recreate the iconic Sgt. Pepper’s Lonely Hearts Club Band album cover.

  • Results:

    • 400 pieces of positive media coverage across 11 countries, including 3 front-page features.

    • Ranked as the 8th most-read story on BBC.com and featured as the ‘And Finally’ piece on the News at 10.

    • Secured an ROI of 83:1, with interviews from Sir Peter Blake and Noel Gallagher achieved free of charge.

• Crisis Communications and Transitions:
  Managed stakeholder and media relations for significant transitions, including the exit of the Porsche Design Sport contract and the closure of adidas NEO retail stores, ensuring smooth communication and engagement.

• Driving Digital Innovation:
  Contributed to adidas’ digital transformation projects, leading initiatives to enhance speed, innovation, and open-source strategies within the Sport Style division.

This diverse experience highlights my ability to deliver creative, high-impact campaigns and launches, while managing global stakeholders, agencies, and teams to achieve outstanding results in the fashion industry.