Amidst year-on-year stumbling financial performances and generally failed efforts of trying to reposition themselves in the market, Mulberry decides to hit refresh on their strategy. The fashion brand has announced their decision to forgo a runway presentation at the upcoming London Fashion Week and instead, go direct-to-consumer and follow the ‘see now, buy now’ model from this season.
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The label will present its Spring 2018 collection through private appointments with press and buyers in London and Paris. “Mulberry has always been focused on offering a real and accessible lifestyle,” explained Thierry Andretta, CEO, Mulberry, adding, “The shift announced today enables us to continue to drive engagement and increase our relevance to our customers. Our strong omni-channel, retail-led business ensures we are well placed to align our collection launches globally and support growing consumer demand for immediacy.”
While the move comes as a surprise to some since the brand was reporting better sales since the command was handed over to Creative Director Johnny Coca – first half revenues were up 10 per cent to £ 74.5 million (US $ 94.25 million) from the same period last year – this move just might be perfect fix for them to move into the right direction.
