How Does The Fashion Brand Mulberry "Get Back To Life"?

Recently, the British leather brand Mulberry has been reunited after 30 months, bringing a wonderful fashion show in the 2016 autumn winter London Fashion week. This is the first series led by the new creative director, Johnny Coca, which can be said to be a success.

On the other hand, Mulberry is coming out of the near death state.

If you don't know how Mulberry died before death, it is necessary to introduce it first.

Mulberry has been hailed as Britain's most powerful brand after Burberry, but since the then CEO Bruno Guillon took office in 2013, it took two years to write a capital letter.

Self willed death has serious consequences.

Bruno Guillon from Hermes wants to take

Some inappropriate practices such as reducing wholesalers, decorating the flagship store, moving parts of China and Turkey to the United Kingdom and raising the pricing, eventually led to a series of earnings warning.

However, under the joint operation of CEO Thierry Audretta and creative director Johnny Coca, life is returning to life.

The two of them were former colleagues. After reunion, Mulberry returned to the "right path", and a series of measures to get rid of it.

Return to light luxury position, plan to pform into lifestyle brand.

The first thing Thierry Audretta, who took office in March last year, was to reposition and pform into a lifestyle brand.

The most direct approach is to adjust the price and control the bag price of up to 700 to 1600 pounds between 500 and 995 pounds. At the same time, the classic and new models will be introduced, and the market will be focused on the most important parts of the United Kingdom. Clothing and footwear will be distributed in the global market.

This approach has been quite effective. By the end of December, Mulberry had recovered its profit in the first half of September 30th, and its share price was also stable in the first half of September 30th.

The style has become less formal.

Compared with the past style, the new creative director, Johnny Coca, has injected new vitality into Mulberry.

This season

Subversion of the past traditional sense of retro, full of British punk rock fan, but also a bit of a girl's feelings.

Johnny said he did not change for the sake of change, but just wanted the product to have some recognition in the market.

How the acceptance of such a change is accepted by consumers is unknown before the sale, but at least now it is well received.

Conform to the trend and implement the principle of "seeing is buying".

And many of the big names such as Burberry, Tommy Hilfiger (Tommy Hilfiger), Tom Ford (Tom Ford), Rebecca Minkoff and so on are in line with each other. They must implement "watching and buying" and developing social networking.

Channel.

Before this 2016 autumn winter series, Mulberry released some previews on Instagram and pinterest to preheat its big show. The new series will also be on the shelves in April.