After Some Adjustment, Mulberry Finally Rebounded.

After some adjustment, Mulberry finally rebounded. In the fiscal year ended March 31st, its pre tax profit amounted to 6 million 200 thousand pounds (58 million 234 thousand and 700 yuan), three times more than that of the previous year.

This UK

It has paid a painful price for the wrong strategy.

In 2011, the company from

brand

The chief executive, Bruno Guillon, was trying to turn Mulberry from a British national brand to a high-end luxury brand.

But apparently old customers are not prepared to accept double price, so Mulberry revenue has declined year after year.

Not only that, the company started to split up, but the creative director, Emma Hill, resigned in 2013.

Since then, Mulberry has been trying to find "substitute players". The new two year conference has been put aside.

Fortunately, in July last year, the core position of the company, chief executive officer and creative director, was finally consolidated again.

Previously, Johnny Coca, director of accessories design for C line, took office and worked closely with the new CEO Thierry Andretta. Two people came up with a new plan: lifestyle brand.

Mulberry will use leather products as its main products and shoes and shoes.

Thierry Andretta

In February this year, London, autumn and winter fashion week, Mulberry came out again.

"Johnny Coca's latest series of repercussions", the company mentioned in the earnings report.

Barclays Bank latest report analysis, in the difficult environment of luxury retail, Mulberry sales outstanding performance.

The first series of Johnny Coca will bring more surprises to brand sales.

In order to prove that he did not lag behind, Mulberry even joined the tide of "show to buy," and 2016 weeks after the handbag show in the autumn and winter series came into full swing.

Its starting point is quite practical -- to stop plagiarism.

Thierry Andretta explained to this: "you spend a lot of money on designing, walking and marketing, but the time difference on the shelf can make the fast fashion catch the loopholes and plagiarize directly."

Mulberry 2016 autumn winter series

Mulberry 2016 autumn winter series

The Mulberry, who had been on the pricing side, has finally returned to reason. It controls the price of 70% of the product to 500 pounds -995 pounds (about 4694-9341 yuan), that is to say, these handbags have returned to their original prices after 5 years, including the best-selling packages Bayswater and Lily.

So far, the revenue of Mulberry 90% has been created by leather products.

The price range of the show is 250 pounds -1500 pounds (about 2327-1.39 million yuan); shoes are 20% cheaper than luxury brands.

From the geographical point of view, the UK is still the largest market for brands. Last year it generated a total of 97 million 400 thousand pounds (about 914 million yuan), while the contribution from overseas was only 21 million 300 thousand pounds (about 200 million yuan).

Compared with its rival Burberry, Mulberry's low exposure in China has become a major advantage.

In terms of shop layout, Mulberry has also been cautious.

Over the past few years, the brand has replaced another smaller shop in a flagship store in Paris.

In addition, three stores in the United States have been shut down.

According to the earnings report, the number of new stores in Mulberry will be reduced in the next few years, and the brand will focus on improving the consumption environment and digital business of the entity store.

Mulberry upgraded official website and improved logistics system created favorable conditions for digital business. Its sales in the past year recorded 21 million 400 thousand pounds (about 200 million yuan), an increase of 19% over the same period last year.

This part of the revenue accounts for 14% of the company's overall, compared with only 12% and 10% in 2015 and 2014.