Mulberry Return To Lower Price Positioning

< p > after issuing the annual profit will be lower than the expected alarm, the British "a href=" http://www.91se91.com/news/index_c.asp "/a" (Mulberry) brand will reduce its products and return to the original light luxury price positioning.

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< p > this position is still vacant after chief executive Bruno Guillon left office last month.

The group said that the resumption of the original price of the civilian line would bring short-term financial impact, but this is essential to ensure the future development of the company.

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Under the leadership of < a href= "http://www.91se91.com/news/index_c.asp" > Bruno Guillon /a > P, Mary once raised the price sharply, striving for more high-end products, and at the same time attracting consumers who had been dug up by more expensive brands.

But at the same time, it is constantly impacted by Mike Cole, Michael, Kors and other lightweight luxury creative brands.

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< p > Mulberry's < a href= "http://www.91se91.com/news/index_c.asp" > handbag < /a > price up to 4500 pounds.

Due to the sharp reduction in sales during the Christmas season in the United Kingdom, the market demand of South Korea also had an impact on sales. The company issued a major profit warning in January.

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< p > on Wednesday, the company indicated that the pre tax profit expected for the financial year ending March 31, 2014 will be 14 million pounds (equivalent to 23 million 500 thousand US dollars).

The group's profit last year was 26 million pounds.

Economists had expected it to make about 19 million pounds this year.

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"P," said Godfrey Davis, the acting president, "according to recent management changes, we are now concentrating our efforts on re positioning the product price to make it more reasonable so as to cater to the expectations of consumers and achieve sales growth".

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< p > "this will cause financial impact in the short term, but it is essential to ensure the future development of the brand."

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< p > related links: < /p >

< p > sales of clothing market continued to slow down.

According to the National Bureau of statistics, the volume of clothing retail sales increased by 11.5% over the same period last year. The growth rate was 13.6 and 6.2 percentage points lower than that in 2011 and 2012 respectively, showing a three consecutive year slowdown, the lowest since 2003.

Slowdown in growth rate, clothing prices rose significantly narrowed.

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Last year, China's clothing consumer prices rose by 2.4% over the same period last year, and the growth rate dropped by 0.9% compared with 2012.

The sales price of clothing products in key large retail enterprises increased 2.9%, up 7.1% compared with 2012.

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< p > last year, the sales price of clothing commodities in major large-scale retail enterprises in the country rose at the lowest level in nearly three years, or even declined in individual months.

From this, we can see that the intensity and frequency of the promotion of retail enterprises are great, but from the effect, the growth rate of clothing sales has not significantly accelerated compared with previous years, and sales decline is still.

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< p > China National Business Information Center statistics show that last year, the retail sales of clothing commodities in major large-scale retail enterprises increased by 5.2% over the same period last year, a sharp decline of 7.3% compared with the previous year, and the slowdown in sales growth was obvious.

Compared to 2012, last year, the concentration level of clothing sales brand of major national retail enterprises continued to decline, and most commodity brand concentration remained at a low level.

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Less than P, however, online sales still maintain a relatively high growth rate. According to the data of China Electronic Commerce Research Center, last year, the scale of China's apparel online shopping market is expected to reach 407 billion 610 million yuan, up 33.6% over the same period last year.

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