Mulberry launches "back to British roots" reboot after sales slump
Mulberry launches "back to British roots" reboot after sales slump
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Struggling Mulberry is to follow its fellow luxury fashion brand Burberry in a “back to British basics” reboot after a steep fall in sales over Christmas. The company - best known for leather handbags favoured by public figures such as the Princess of Wales - said revenues were down 18.3% in the 13 weeks to 28 December with the UK falling more than a fifth.
Mulberry said this was due to the “continuing challenging macro-economic environment “ and admitted that its performance is “sub-optimal.”. The 55 year old business today launched a new strategy called “Back to the Mulberry Spirit described as “a plan to restore Mulberry to profitability through simplification, brand realignment and enhanced customer connection.”.
This will place a new emphasis on “Mulberry's identity as a British lifestyle brand” and “reposition the company to celebrate British lifestyle, whilst appealing to global, fashion forward audiences.”. The company said it “believes that Mulberry is a beloved British brand, operating in a resilient category of leather goods and employing quality craftsmanship to manufacture and sell its products at a unique price point. “.
The new strategy comes months after Burberry also decided to “refocus on Britishness” after a rocky period of losses and falling sales. It launched a new campaign fronted by stars such as Olivia Colman, Barry Keoghan and footballer Cole Palmer that seems to have helped kick-start a sales recovery.
