British brand Mulberry had the wrong strategy to pay a painful price. In 2011, the company hired from the luxury brand Hermes chief executive officer Bruno Guillon, thoughtfully Mulberry from the British national brand into a high-end luxury brand. But it is clear that the old customers can not accept the double the price, so Mulberry revenue year after year decline.
Since then, Mulberry has been trying to find the “bench”, twice a year the new conference was shelved to one side. Fortunately, in July last year, the company’s core position – Chief Executive Officer and Creative Director finally once again neat. Prior to Céline as director of accessories design Johnny Coca after taking office with the new CEO, the two come up with a new program: lifestyle brands. Mulberry from leather goods will be the main product, with mulberry replica shoes and show money clothing.
In February this year, London autumn and winter fashion week, Mulberry came back. According to Barclays Bank analysis of the latest report said that in the luxury retail environment difficult environment, Mulberry’s outstanding sales performance. Johnny Coca’s first series will bring greater surprise to brand sales. In order to prove that he did not fall behind, Mulberry and even join the “show that is to buy” the tide, 2016 autumn and winter series of mulberry replica handbags show a few weeks after the rushed shelves. The starting point is quite practical – to prevent plagiarism.
Mulberry has been planted in the pricing of the somersault has finally returned to reason, it will be 70% of the product price control in the 500 £ -995 between, that is to say these handbags after a lapse of 5 years and finally returned to the original price, Including best-selling packages Bayswater and Lily. At present, Mulberry 90% of the revenue is created by the leather. Show field clothing price range of £ 250 -1500 pounds; footwear than luxury big cheap 20%.
From a geographical point of view, the UK is still the brand’s largest market, compared with its rival Burberry, Mulberry replica uk low exposure in China has become a major advantage. Mulberry upgraded version of the official website and improved logistics system to create favorable conditions for the digital business, its sales in the past year, 21.4 million pounds, an increase of 19%. In the shop lay out, Mulberry equally cautious a lot. Prior to a period of time, the brand in Paris to replace a flagship store with another smaller store. In addition, the United States has closed three stores. Financial reports mentioned, Mulberry the next few years the number of new stores will become less, the brand will focus on improving the physical store consumer environment and digital business.