Recently, the British leather goods brand Mulberry replica after a lapse of 30 months after the rally, in the autumn and winter 2016 London Fashion Week brought a wonderful fashion show, which is the new creative director Johnny Coca under the leadership of the first series, Can be said to be very successful. Mulberry and the current development of the point of view, be from the dying state before coming out, welcome.
If you do not know how Mulberry replica uk is dying before, it is necessary to first introduce. Mulberry has been known as Burberry (Burberry) after the UK’s most discourse brand, but since 2013 when the CEO Bruno Guillon took office, it took two years to make a capital death.
Wayward death serious consequences
Bruno Guillon from Hermes in an attempt to overstating the brand positioning, to take some outdated practices such as reducing the number of wholesalers, the flagship store decoration is very luxurious, some of the production lines in China and Turkey to move back to the UK, raised pricing, and ultimately lead to a series Earnings warning.
However, the current CEO Thierry Audretta and creative director Johnny Coca under the joint operation is back to life. The two of them are former colleagues, reunited after Mulberry also return to the “right way”, a series of measures to get rid of the dilemma.
Left: Thierry Audretta Right: Johnny Coca
Back to light extravagant positioning, plan to transform into a lifestyle brand
The first thing Thierry Audretta, who took office last March, is to reposition and transform into a lifestyle brand. The most intuitive approach is to adjust the price, the original price of up to 700-1600 pounds of the bag in the control of 500 to 995 pounds, while the introduction of classic and new, and the market focus on the most important British home; clothing and footwear Then in the global market distribution. This approach quite effective, to Mulberry replica handbags in December last year, has returned to profitability, as of September 30 in the first half profit of £ 100,000, the stock is also very stable.
Style becomes less serious
Mulberry2015 autumn and winter series
Mulberry2016 autumn and winter series
Compared to the previous eight children are the style, the new creative director Johnny Coca to Mulberry injected new vitality. This season’s women’s subversion of the past, the traditional sense of retro, full of British punk rock Fan children, but also a little more girls feelings. Johnny said he did not change for the sake of change, just want the product in the market have some recognition. How such a change in consumer acceptance before the shelves, although still unknown, but at least after the release of popular acclaim.
Conform to the trend of “that is to buy”
And now a lot of big names such as Burberry, Tommy Hilfiger, Tom Ford, Rebecca Minkoff and so the same practice, should be “to see that buy” and development Social networking and e-commerce channels. In the 2016 autumn and winter series before the show, Mulberry outlet Instagram and pinterest on the release of some notice for its big show warm, this new series will also be shelves in April.