Mulberry Is Undergoing Great Changes To Usher In The Dawn.

In the first two days, Mulberry finished a 2016 autumn winter show in London Fashion week. It was the first fashion show after 30 months, and the creative director behind it was a designer who had never done any clothing design.

His name is Johnny Coca, 40 years old, Spaniard, graduated from Paris national higher Academy of Fine Arts. She thought LV was the window designer, then she joined Bally and Celine as accessories designer.

Whatever that is.

The trapeze bag that he can see is designed by him.

In July last year, he formally became the Mulberry creative director, and he entered the same year as the current CEO Thierry Audretta in April of that year.

The replacement of CEO with creative director often means that there is a big problem with the brand.

Mulberry has been hailed as the most powerful brand in the UK after Burberry. Bayswater tote bag is hot because of Kate Moss, and Alexa Satchel is also the most popular it bag.

But since CEO Bruno Guillon took office in 2013, the brand spent two years writing a capital letter.

Bruno Guillon, from Hermes, wants to raise the Mulberry position. It has done a series of actions to reduce wholesalers, decorate the flagship store very luxurious, and move some of the production lines that have moved to China and Turkey back to the UK, to raise the pricing.

The new official took up three fires. After Thierry Audretta took office, he immediately adjusted the price and controlled the package price from 500 to 995 pounds. At the same time, he launched the classic and new models, and focused on the British market.

Last week, Mulberry and a Japanese controlled Italian company.

A licensing agreement was signed to allow the latter to distribute clothing and footwear globally.

In December last year, the Mulberry announced that it had recovered its profits, making a profit of 100 thousand pounds in the first half of September 30th, and a loss of 1 million 100 thousand pounds in the same period last year.

At present, the stock price is stable, and the capital market is evaluated as "excellent situation".

In addition, Mulberry also needs to develop social networking and e-commerce channels.

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

After the positioning adjustment, most of the Mulberry handbags are priced at 700 to 800 pounds, 17% of which are more than 1000 pounds, and a Willow handbag that looks like envelopes sells for up to 1600 pounds.

The price paid by the company is that it has been asked to make a three profit warning that the original customers could not afford higher.

Customers in the high-end market have not yet recognized the brand value behind the brand raising price.

For the show style, compared to the previous childhood, it became more punk.

The whole design is about flowers. It is said to be a combination of punk rock and traditional flower patterns. Johnny says he does not want to change for change, but he must have some recognition in the market.

He felt some pressure, but before he got anxious, "I like to have challenges."