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S i t uat edi nt hecount r ys i deofS omer s et1971,Roger S aul es t abl i s hedt hebus i nes sMul ber r y.I tr emai nst o t hi sdayoneoft hemos tcovet edBr i t i s hl ux ur yf as hi on br andswi t has t r ongs ens eofs ki l l edcr af t s mans hi p, s pl endourandi di os yncr as y.Mul ber r ycar r yanex t ens i ve l i neofbeaut i f ul l ux ur yl eat hergoodsf ormenandwomen t hatar ecar ef ul l ychos enwi t ht hef i nes tdes i gnsandmos t ex qus i t eofnat ur al l eat her s .Eachi coni cs i gnat ur epi ece i ss ki l f ul l ycr af t edwi t ht heut mos tdedi cat i on,qual i t y andcr eat vi t yt hatmaket hi sbr andaut hent i cal l yBr i t i s h.

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T hebr andi dent i t ycanbe s ummedupas“anEngl i s h l ux ur ybr andi ns pi r edby t hecool oft heci t yand t hecr af toft he count r ys i de. ”Oneway Mul ber r y’ ss i gnat ur es t yl e i sef f or t l es s l ycommuni cat ed i st hr ought hebr and’ s vi s ual i dent i t y.Mul ber r y haveal ogot hati si ns t ant l y r ecogni z abl e,t akenf r om t hemul ber r yt r eeS aul encount er edever yday asachi l d.As i mpl ei coni c l ogot hatdel i ver st hebr and es s ences os ucces s f ul l y.I t i shumbl e,andcl eanwi t h abas i cf ontf ort het ex t t hatex pr es s est he s i mpl i ci t yMul ber r yof f er . Adver t i s i ngi sex t r emel y whi ms i cal ands t r at egi cal l y pl annedi nt er msoft he Mul ber r ycampai gns , ex pr es s i ngt hebr and’ s her i t agebackgr ound yetnothol di ngbackwheni t

comest oaddi ngmoder ni t y. Mul ber r yhaveas t r ong r ecogni z abl ecol l ect i onof col or sass eenf r om t hei r webs i t eandpackagi ng, s t r i ct l ys t i cki ngt ogr ey gol dands omet i meswhi t e. T hebr andhandwr i t i ngof qual i t yandmi ni mal i s mi s cl os el yadher edt o. Mul ber r y’ sbr andval ues ar eex pr es s edt hr ough t hei runwaver i ngpas s i on wheni tcomest ot he s t andar doff abr i c,and wor kwi t honl yt hehi ghes t qual i t yofnat ur al l eat her s . Mul ber r yar eval uedf or t hei rhi ghl ys ki l l ed cr af t s mans hi pandcl as s i c, det ai l eddes i gns .S omeof t hemos ti coni cMul ber r y pr oduct st aket hei r i nf l uencef r om cel ebr i t i es f orex ampl et he‘ Al ex a’ bagi ns pi r edbyAl ex a Chungandt he‘ Del Ray’ i nf l uencedbyL anaDel Ray.

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Overt heyear sMul ber r yhavees t abl i s hedt hems el vesasabr and t hatnotonl yof f er spr oduct sbutas peci f i cl i f es t yl e.T hes t r ongBr i t i s h her i t aget hatt hebr andmai nt ai nsi sal s oapar toft hi sasnotmany br andshavef or medi nt hes ameway.Mul ber r y’ sl eat hergoodsar e l ux ur i ousyetpr act i cal ,aqual i t yt hatot herbr andsdon’ tal waysof f er . I nt er msofcampai gni ngandcr eat i ngadi f f er ent i al advant age Mul ber r yknow how t ocr eat eabuz zwher eot herbr andsdonot . T aket heS S 14campai gnf ori ns t ance,s t r ongBr i t i s hher i t ageanda f ocusont hepr oductyetcapr i ci ouswi t ht headdi t i onofani mal sand vi nt agecr ocker y–ami x t ur eofpr oductandf un.

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“We’ r ebonker sandcr az y andcr af t . ”

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Mul ber r yhavepos i t i onedt hems el vesatal evel headeds pacei n t hemar ketwi t hpr i cest hatcanbeex pect edoft hebr and,and al t hought hecos t sar ehi ght hecons umeri sal waysguar ant eed gr eatdes i gnwi t hanex t r aor di nar yl evel ofqual i t y.T hewor t hand des i r abi l i t yofpr oduct sar er ef l ect edi nt hepr oductl i f ecycl eas popul ari t emss uchast heBays wat erandCont i nent al wal l etbot h havet i mel es sdes i gnst hatl i vebeyondanys eas on. Mul ber r yof f ercons umer spr oduct si navar i et yofmeans ;s uchas t hei rs t or esandconces s i onsort heabi l i t yt oor derf r om t hei rwebs i t e. T hi smakedi s t r i but i onoft hepr oduct seas yasMul ber r ycanr el yon al oyal cus t omerbas et ovi s i tt hei rs t or esr egul ar l y,wher easnew cons umer smayf i ndi tmor eacces s i bl et obr ows eonl i ne,es peci al l y i nt hi snew di gi t al age.

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Mul ber r ycommuni cat ewi t hcons umer swhos es t yl esar e mor eunder s t at edands t yl i s h.Wi t hf ourf i gur epr i cet ags t heyt ar gett hos et hatr es teas i l yi nt heuppers cal emar ket andappeal t oal ar gevar i et yofcus t omer sbet weent he agesof2560.T heMul ber r ycus t omerl i kest oi nves ti npr act i cal , l i f el ongpr oduct st hats t i l l mai nt ai nas ophi s t i cat edl ook;whi ch al s ogi veMul ber r yal ar ges copef ornew cons umer sast he pr oduct sar et i mel es s . T hecons umerwoul dbebas edi nmai nci t yl ocat i onss i mi l ar t ot hes t or esf orex ampl e,L ondon,New Yor ket c.Mul ber r y’ s cons umerwoul dmos tl i kel ybet hepr of es s i onal ,educat ed andi naf ul l t i mej obwi t hs ophi s t i cat edl i f es t yl echoi cesand anunder s t andi ngofBr i t i s hher i t ageandcul t ur al i s s ues .

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I nt er msofpr i cer ange,Mul ber r y’ scur r entcompet i t or sl i e wi t hi nBur ber r yandChanel ,howeveri magewi s ei t smai n compet i t ori sS ai ntL aur ent .Eachoft hes ebr andshavea wi des pr eadl oyal cus t omerbas easwel l asnew cons umer s gi vi ngpr oduct sat t ent i ons oduet ot hededi cat i oneach cons umerhas ,des pi t et hepr i ces ,Mul ber r yandot her sar e gener at i ngal i kepr of i t s ,s i mi l art ot hos ehi ghs t r eetf as hi on s t or ess uchasZ ar aaccumul at ei npr of i t seachyear . Mul ber r yhavebeent r yi ngt omoveawayf r om t he convent i onal t owar dsamor et as t ef ul appr oach,i ncr eas i ng t heamountofcus t omer seachannum.I nor dert ogai na hi ghers t at usi nt hi scur r entmar ketandt or i s eabove compet i t or s ,Mul ber r yneedt oex pandt hei rcons umer mar ket ,andi ndoi ngt hi s :appeal t oayoungeraudi ence. However ,i nt er msofgener at i ngawi dert ar getmar ket-a weaknes soft hebr andwoul dbei t spr i cepoi nt s ;as al t hought hel oyal cus t omerbas ewoul dbewi l l i ngt os pend f ourf i gur eamount s ;i ft hebr andwer et r yi ngt oex pandt he t ar getaudi encees peci al l yt oayoungermar ket ,pr i cesmay bes eenasunat t ai nabl e.

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T heper s onal i t yofMul ber yi sper cei vedasmodes t ,r el ax ed andchar mi ng,wi t has i gnat ur es t yl et hati sef f or t l es s l y communi cat edt hr oughi t spr oduct sandi t scommuni cat i on channel s .As i def r om t heMul ber r ys t or es ,manyot herr out es t ot hecons umerar edi gi t al i s edorl i nkedt os oci al medi a.One ex ampl ebei ngt heMul ber r ywebs i t e,r ecent l yupdat ed,i ti s cl as s i cal l yr es er ved,andt heper f ectf i tf orl ux ur yf as hi on,and pr ovi desaf ur t heri nt i mat el ookatt hebr and.T hedes i gnof t hewebs i t er ef l ect st heMul ber r yet hosi ns uchawayt hati t al mos t“hascus t omerex per i enceati t scor e. ”Wi t hi nt r i cat e f i ner i esandar es pons et hati tmuchf as t er ,t hes i t eal l ows cons umer st ovi ew cat wal kandpr oducti mager ybeaut i f ul l y. “Di gi t al s pacei sbecomi ngt hepr i mar ychannel f orl ux ur ybr andsi nt heUK andbeyond. ”-Ni chol asRoope,2013. @Mul ber r y_Edi t or-t het wi t t erpagei sal s oact i vef orcons umer s t ovi ew cur r entcampai gns ,s eenew pr oduct sandt of i ndout anyi nf or mat i onaboutpr omot i ons ,of f er sandt hecompanyi n gener al .Mul ber r yal s ohos tacol l ect i onofot hers oci al medi a webs i t est opr omot et hems el vesandcommuni cat ewi t h cons umer ss uchasF acebook,Googl ePl us ,I ns t agr am,Wei bo andPi nt er es t .

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Bei ngs uchar es pect edands ucces s f ul gl obal br and,nott oment i on oneoft hebes tBr i t i s hl ux ur ybr ands ;Mul ber r yhascons t ant l ybeen gr owi ngevi dencedbyt heboos ti ncompanys al esaf t eraj umpof 79per centi nt hel as tt woyear s .Duet ot hi ss ucces sandevergr owi ng bas eofcus t omer s ,wear edel i ght edt oannouncet hatt hi ss eas on Mul ber r yhavecol l abor at edwi t hL i ber t yofL ondoni nanat t emptt o cr eat eanex qui s i t e,des i r abl enew r angeofacces s or i es ,andgai na wi derr angeofcons umer s .T hi sconcepti sanot hermani f es t at i onof Mul ber r y’ scons t ants ucces sandbr andex pans i on. T henew concepti nvol vest hei coni cBays wat erbagandt he Cont i nent al wal l etbei ngadapt edwi t hL i ber t ypr i nt si nor dert o cr eat eanex cl us i ve,i nnovat i venew r angeofl eat hergoods .F or manydes i gner sandbr andsi ti sal l aboutas i gnat ur es t yl eandt hi s col l abor at i onwi l l i nvol vet wouni quel ookst hatwet hi nkwi l l boos t s al esandbeex t r emel yadvant ageous .Bycont r as t i ngt het r adi t i onal Mul ber r yacces s or i eswi t ht hever yvi vi d,moder nL i ber t ypr i nt s , cons umer swi l l beabl et oex per i encet heher i t ageoft wogr eat empor i umswi t has i ngl epr oduct .

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Us i ngt henew S S 14L i ber t yAr tF abr i cs ,bot ht r adt i onal Mul ber r ypi eces wi l l bei nt egr at edwi t ht hes epr i nt si n3di f f er ents t yl escr eat i ngar ange of6new pr oduct si nt ot al .T heMul ber r y-L i ber t ycol l ect i onwi l l onl ybe avai l abl ef orhal ft hef as hi ons eas on,l aunchi ngi nt hel as tweeksof F ebr uar yandendi ngmi dMayaccent uat i ngi t sex cl us i vi t y. T hecol l ect i onwi l l f eat ur et heL i ber t yBays wat erandL i ber t y Cont i nent al wal l et ,bot hi n3di f f er entl ooks .T heL i ber t yBays wat er keepst ot hecl as s i cdes i gnoft heor i gi nal under s t at eds t yl e,yet i ncl udest headdi t i onofL i ber t y’ si nnovat i veandecl ect i cdes i gnsi nt he l i ni ng.T heL i ber t yCont i nent al Wal l etdi f f er ss l i ght l yast hei ni t i al s hape andi deas t ayst hes ame,yett heover al l appear ancei scont r ol l edby t hes avvy,s ophi s t i cat edL i ber t ypr i nt .

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“Near l yas embl emat i can I tbagast he F endi baguet t e, l i kei t ski nt he Al ex aandt he Del Ray, t he Bays wat eri s uni que i ni t sBr i t i s hnes s . ” Page21


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Combi ni ngt r adi t i onal andunder s t at eds t yl ewi t hl ux ur yand i ndul gence,t heMul ber r y-L i ber t ycol l abor at i ondoes n’ ts t r ay f arf r om t hebr andsval uesandwi l l s ui tal l .Ournew concepti s ex t r emel yr el evantatt hepr es entt i meandf ort hebr and,as duet ot hepopul ar i t yands ucces sofMul ber r y’ scur r entpos i t i on, wehavenohes i t at i oni ncr eat i ngs omet hi ngf r es h. L i ber t yi soneoft hel as tgr eatempor i umsf ori nnovat i veand ecl ect i cdes i gnswi t har i chher i t aget hathasbeencombi ned wi t ht hecut t i ngedgeandavant gar deandwi t hbot hbr ands r evol vi ngar ounds uchBr i t i s hnes sands t r ongher i t age;Mul ber r y’ s qui nt es s ent i al el ement sbei ngi nnovat i onandaut hent i ci t y,we bel i evei ti sonl yappr opr i at et ogoaheadwi t ht hi scol l abor at i on gi vi ngournameanew t wi s ti nt hehopet hatt hi schangepr oves ef f ect i ve. F orabr andt hatr epr es ent sEngl i s hl ux ur yandcus t omer s at i s f act i onaswel l ascul t ur al i s s ues ,webel i evei ti sex t r emel y i mpor t antt os t i ckwi t ht henat ur al l eat her st hatweus epr ovi di ng goodqual i t yandecof r i endl yi nksi nr egar dst ot heL i ber t ypr i nt s butasweai mt opr i cet hecol l ect i onatl eas t10% bel ow cur r ent val ue,cos t swi l l needt obecuti nt er msoft hel i ni ngandot her ar easofmanuf act ur e.

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T henew col l abor at i onwi l l notonl ypr ovi deourcons umer swi t h new andadvancedpr oduct s ,butwi l l beapl at f or mf orL i ber t y, asduet ot hem bei ngs uchaBr i t i s hbr andyetunabl et oex pand, col l abor at i ngwi t hMul ber r yandt hes epr oduct sbei ngs ol d wor l dwi de,t hebr andwi l l beex pos edt oanumberofdi f f er ent cl i ent s . Mul ber r yi sabr andt hathasnotpr evi ous l ybeens ol datL i ber t y andast hes t or ei sf or everex pandi ng,i twoul dbei nt er es t i ngf or t hei rf i r s tr el at i ons hi pt oget hert obei nt hef or m ofacol l abor at i on. T hi snew conceptwi l l bebenef i ci al t obot hMul ber r yandL i ber t y ast heywi l l gai nal ar gert ar getaudi encef r om ex i s t i ngcons umer s ofbot hbr ands ,t ot hel i kesoft hos et hatt hi snew i deas peaksout t o. T hepr oduct swi l l beex t r emel yex cl us i veel uci dat i ngbot hbr ands appr oachofl ux ur yandi ndi vi dual i t y.I ti sanex t r emel ywi s e par t ner s hi pasbot hbr andshaves uchas t r ongher i t ageandBr i t i s h backgr oundt hati twi l l appeal vas t l yandbeani nt er es t i ngwayf or bot hcompani est oevol ve.I nt hi swayL i ber t ywi l l beabl et o i mmer s ei t s el fi nt ol ux ur yf as hi onwor l dwi dei nawayt hathas n’ t beenpos s i bl ebef or e.

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T hi sconceptwi l l di f f ervas t l yf r om t hecur r entMul ber r ycol l ect i on asi twi l l f ocusent i r el yont hei deaofel eganceands ophi s t i cat i on wi t hat wi s t .T henew col l abor at i onwi l l al s obedi ver s et obot h Mul ber r yandL i ber t ypas tcol l ect i ons ,asi tbenef i t sbot hbr ands i ndi vi dual l y. Bot hMul ber r yandL i ber t yhavei mpeccabl er eput at i onsand wi t ht hecol l ect i onbei ngs ol di nbot hs t or es ,wehavenodoubt t hatt hi snew r angewi l l beahuges ucces s . Ourmar ket i ngs t r at egyi sanew campai gn,t ober el eas edatt he endofJ anuar y,f ol l owedbyapr el aunchpar t yi nourcount r y manor ,s t i cki ngt oas i mi l art hemer unni ngt hr oughoutourcur r ent campai gn,butwi l l becompl et el yf ur ni s hedi nL i ber t ypr i nt sand qui r kyi nt er i oracces s or i es .Mul ber r ypl ant ocommuni cat et hi snew col l abor at i ont hr oughavar i et yofmeanss uchast hewebs i t e j our nal ,T wi t t erandPi nt er es t ,i ncr eas i ngbr andawar enes sand compet i t i onandal t houghMul ber r yar ej us tasex cl us i veast hei r compet i t or s ,s omer ef r ai nf r om t heus eofdi gi t al medi awhi ch er odespr of i t abl i t yandcanof t endr opt hei rpos i t i oni nt hemar ket .

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Wi t ht hi scol l ect i on,ourcompet i t ors etwi t hdi f f erast hepr i ces wi l l bes l i ght l yl owermovi ngt owar dst hes amel evel asS ai nt L aur entandCoachbutwi t ht headdedf l ai roft henew pr oduct sweai mt obet ar get i ngcons umerofamor epr es t i gi ous l evel s or es tonparwi t ht hel i kesofL oui sVui t t onandGi venchy. Wehopet hatt hi sconceptaddsanew compet i t i veedgeaswel l asdi f f er ent i al advant agewi t hr egar dst oval uet hatMul ber r yof f er .

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Bi bl i ogr aphy I l l us t r at i onRef er ences : Paget heme-ht t ps : / / t wi t t er . com/ Mul ber r y_Edi t or / s t at us / 418321817330130944/ phot o/ 1/ l ar ge Page3-ht t p: / / www. mul ber r y. com/ ex pl or e/ about us Page5-ht t ps : / / t wi t t er . com/ Mul ber r y_Edi t or / s t at us / 412553293521379330/ phot o/ 1/ l ar ge Page6-ht t p: / / www. mul ber r y. com/ col l ect i ons / S S 14# Page9-ht t p: / / www. mul ber r y. com/ col l ect i ons / f es t i vef ai r yt al e Page14-ht t p: / / www. mul ber r y. com/ j our nal / car acomes t ot ea/ Page16-ht t p: / / www. pi nt er es t . com/ mul ber r y/ mul ber r yf as hi onweekmoment s / , ht t p: / / www. pi nt er es t . com/ pi n/ 154529830937369565/ Page17-ht t p: / / www. pi nt er es t . com/ mul ber r y/ mul ber r yf as hi onweekmoment s / , ht t p: / / www. pi nt er es t . com/ pi n/ 154529830937369583/ Page19-ht t p: / / www. l i ber t y. co. uk/ bl og/ cat egor y/ f abr i cs / Page20-ht t p: / / www. mul ber r y. com/ s hop/ womens bags / s houl der bags / bays wat er oat meal mi cr ogr ai ncal f , ht t p: / / www. mul ber r y. com/ s hop/ womens bags / s houl der bags / bays wat er br i ght r eds hi nygoat , ht t p: / / www. mul ber r y. com/ s hop/ womens bags / s houl der bags / bays wat er bl acks of t gr ai nwi t hni ckel , ht t p: / / www. mul ber r y. com/ s hop/ womens bags / s houl der bags / bays wat er mol egr eygr ai nycal f , ht t p: / / www. mul ber r y. com/ s hop/ what s new/ what s newal l / bays wat er queengr eens of t gr ai n, ht t p: / / www. mul ber r y. com/ s hop/ womens bags / s houl der bags / bays wat er oaknat ur al l eat her wi t hbr as s Page22-ht t p: / / www. pi nt er es t . com/ mul ber r y/ mul ber r yf as hi onweekmoment s / , ht t p: / / www. pi nt er es t . com/ pi n/ 154529830937369514/ Page25-ht t p: / / www. pi nt er es t . com/ mul ber r y/ mul ber r yi ns i der / , ht t p: / / www. pi nt er es t . com/ pi n/ 154529830937948268/ Page27-ht t p: / / www. pi nt er es t . com/ mul ber r y/ mul ber r ybays wat er / , ht t p: / / www. pi nt er es t . com/ pi n/ 154529830936968263/ Cont ex t ual Ref er ences : Mul ber r y.( 2010) .Hi s t or y. Avai l abl e:ht t p: / / www. mul ber r y. com/ ex pl or e/ about us . L as tacces s ed10t hJ anuar y2014. L ukeL ei t ch.( 2012) .MeetMsMul ber r y, CBE:' We’ r enott eaandcr umpet s–we’ r ebonker s ’ . Avai l abl e:ht t p: / / f as hi on. t el egr aph. co. uk/ news f eat ur es / T MG9342586/ Meet Ms Mul ber r yCBEWer enot t eaandcr umpet s wer ebonker s . ht ml . L as tacces s ed13t hJ anuar y2014. S t even,R.( 2013) .Poker edes i gnsMul ber r ywebs i t e.Avai l abl e:ht t p: / / www. cr eat i ver evi ew. co. uk/ cr bl og/ 2013/ j ul y/ mul ber r y.L as tacces s ed29t hDecember2013. Vogue.( 2012) .Mul ber r y.Avai l abl e:ht t p: / / www. vogue. com/ voguepedi a/ Mul ber r y.L as tacces s ed 22December2013. T heT r endBout i que.( 2010) .Mul ber r yUnvei l sNew S t or eandDes i gnConceptf orL ondonF l ags hi p S t or e.Avai l abl e:ht t p: / / www. t het r endbout i que. co. uk/ mul ber r yunvei l s news t or eanddes i gnconcept f or l ondonf l ags hi ps t or e/ a.L as tacces s ed15t hJ anuar y2014. Mul ber r y.( 2010) .J our nal .Avai l abl e:ht t p: / / www. mul ber r y. com/ j our nal / .L as tacces s ed10t hJ anuar y2014. L i ber t y.( 2013) .OurHer i t age.Avai l abl e:ht t p: / / www. l i ber t y. co. uk/ f cp/ cont ent / about l i ber t y/ news ar chi ve.L as tacces s ed11t hJ anuar y2014.


Ays enMi l l er ( N0510751)

MULBERRY Brand-Zine  

FASH10105 Visual Awareness Fashion Communication and Promotion (Level 1)

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