Measures of their success include international record sales, a 2007–2008 reunion tour, merchandising, record-breaking achievements, iconic symbolism such as Halliwell's Union Jack dress representing "girl power", and a film, Spice World. The group became one of the most successful marketing engines ever,[16] earning up to $75 million per year,[17] with their global grosses estimated at $500–800 million by May 1998.[16] Under the guidance of their mentor and manager Simon Fuller, the Spice Girls embraced merchandising and became a regular feature of the British and global press. In 1996, Top of the Pops magazine gave each member of the group aliases, which were adopted by the group and media. According to Rolling Stone journalist and biographer David Sinclair, "Scary, Baby, Ginger, Posh and Sporty were the most widely recognised group of individuals since John, Paul, George, and Ringo".[18] With the "girl power" phenomenon, the Spice Girls were popular cultural icons of the 1990s.[19][20] They are cited as part of the 'second wave' 1990s British Invasion of the US.[21]
In 2016, Mel B, Emma Bunton and Geri Halliwell reunited and launched a new website called "Spice Girls - GEM".[22]
Fashion trends, image and nicknames
The Spice Girls are considered fashion icons of the 1990s.[161][162] They are credited with setting 1990s fashion trends such as platform shoes—particularly Buffalo’s platform 1310-2 sneakers[163]—and double bun hairstyles.[164][165] Their image was deliberately aimed at young girls, an audience of formidable size and potential. Reinforcing the range of appeal within the target demographic were the bandmates' five divergent personalities and styles, which encouraged fans to identify with one member or another and were a departure from previous bands.[145][166] This marketing of each member's individuality was helped by the distinctive monikers assigned to each member of the group. In particular, the Spice Girls are remembered for their individual trademark looks, in which each member had a unique, over-the-top style that served as an extension of her public persona and nickname.[167] Their individual styling of each band member has since influenced later teen pop groups such as boy band One Direction.[168][169]Shortly after "Wannabe"'s release, a lunch at a Notting Hill restaurant with then-editor of Top of the Pops magazine Peter Loraine inadvertently led the Spice Girls to adopt the nicknames that ultimately played a key role in their marketability and the way their international audience identified with them.[170][171]
In an interview with Music Week, Loraine explained that, "In the magazine we used silly language and came up with nicknames all the time so it came naturally to give them names that would be used by the magazine and its readers; it was never meant to be adopted globally." Shortly after using the nicknames in a magazine feature of the group, Loraine received calls from other British media outlets requesting permission to use them, and before long the nicknames were synonymous with the Spice Girls.[170]
- Victoria Beckham: Victoria was called Posh Spice because of her more upper-middle-class background, her choppy brunette bob cut and refined attitude, signature pout, form-fitting designer outfits (often a little black dress) and her love of high-heeled footwear.[167][172]
- Melanie Brown: Melanie (also called Mel B) was given the nickname Scary Spice because of her outrageous, "in-your-face" attitude, "loud" Leeds accent, throaty laugh, pierced tongue, manner of dress (which often consisted of leopard-print outfits), and her voluminously curly Afro hair that was sometimes worn with two horn-like "bantu knots" on the top of her head.[167][173]
- Emma Bunton: Emma was called Baby Spice because she was the youngest member of the group, wore her long blonde hair in pigtails, wore pastel (particularly pink) babydoll dresses and platform sneakers, had an innocent smile, and had a girly girl personality.[167][174]
- Melanie Chisholm: Melanie (also called Mel C) was called Sporty Spice because she usually wore a tracksuit paired with athletic shoes, wore her long dark hair in a high ponytail, and sported a tough girl attitude as well as tattoos on both of her arms. She also possessed true athletic abilities, her signature being her ability to perform back handsprings.[167][175]
- Geri Halliwell: Geri was called Ginger Spice because of her "liveliness, zest, and flaming red hair." She often wore outrageous stage outfits, as in the iconic Union Jack dress.[167] Geri was seen as the de facto leader of the group thanks to her articulate conversational style and business savvy nature.[176][177] She was also the eldest member of the group.
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