Customer Profile: Mulberry

C US TO ME R PR OF ILE

Hollie Tansey Fashion 1 Marketing ID:200923491

 

CO N TE N TS

4 Introduction 5 Brand Overview 6 Geographic Segmentation 7 Demographic Segmentation 8 Psychographic Segmentation 9 Behavioural Segmentation 10 - 11 Customer Pen Portrait 12 - 17 Appendices 18 - 19 References

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I NTR O DU C TI O N

This customer profile has been created from a range of sources, and is based on Mulberry’s female target customers in the UK. Primary sources include surveys and interviews with customers and staff. Secondary resources include online interviews and reports on financial and geographical data. Evidence and extra information for each section is provided in the appendices.

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BRA ND OV ER V I EW

Brand Overview

“Mulberry is an English design company renowned world-wide for its craftsmanship and quality.

The brand's backbone is an extensive line of luxury fashion bags for men and women that combine stylish, stand-out design with the finest leathers and detailing. In addition to leather goods, Mulberry's product range includes womenswear, accessories and footwear.”

(Mulberry, 2017)

Mulberry’s head designer Johnny Coca works to combine traditional influences with a fresh outlook to maintain the existing customers whilst putting the brand on the global fashion map (Conlon, 2016).

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GEO GRA PH I C S EGM E N TAT I O N

Most UK Mulberry stores are in cities and towns, suggesting Mulberry’s target customers lead an urban lifestyle. Yet survey results show that most Mulberry customers are situated in the suburbs and villages (Appendix I).

Also, whilst it has 44 locations across the UK, 70% of survey participants report that they have visited a Mulberry Outlet (Appendix III), of which there are only 4 locations: Somerset, Bicester Village, Cheshire Oaks and York.

Therefore, customers are willing to travel to purchase certain products and there is still a market for the older products.

 

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DEM OG R A PH IC S E G M E N TAT IO N

Store observations and interviews with staff show the target customer’s age is 35-55 (Appendix II) yet Instagram observations show a much younger market between 21 and 35 (Appendix II) . Data shown in the pie chart below suggests that Mulberry attracts customers over multiple generations with mothers and daughters both purchasing its products.

Most customers have an annual household income above £60,000 yet 47% consider themselves as working class (Appendix II), which supports Johnny Coca’s (2016) bid for accessible luxury - “people need an easy cool bag for day that’s accessible and good value and we have to offer that to our clients”, as Mulberry is successfully attracting working class customers despite its luxury standing.

Survey Results: Age of Mulberry Customers

6%11% 40%

18-24 years old 25-40 years old 41-55 years old 55+ years old

43%

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PSYCHOG R A PH IC S E G M E N TAT IO N

Despite working full time, Mulberry customers have many hobbies and interests on the side, along with family responsibilities.

Their hobbies include countryside walks, equestrian sports, eating in restaurants, and going out for coffee.

On weekends they like to spend time with family and pets, and throughout the week they work but also fit in time to socialise with friends, eat out and relax. They value the finer things in life, such as luxury scented candles and upmarket restaurants, so Mulberry’s high quality features such as the grained leather fulfil the customer’s desire for luxury. (All Appendix III)

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BE H AV I O U R A L SE G M E N TAT IO N

Mulberry’s customers are sensible with money. 37% of survey participants research designer pieces before purchasing and whilst they shop for clothes a few times a month; they shop for designer pieces only a few times a year. They prefer having one good quality expensive piece over a few cheaper pieces. Yet they wear high street too as only 9% of participants have a mostly designer wardrobe. (All Appendix III).

They use their Mulberry leather goods almost every day so Mulberry’s simple and versatile designs are crucial for success, as customers value the products that work with any outfit. Observations of forums demonstrate the target customers’ brand loyalty as they have collections of Mulberry products and only a few other designer brands.

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C U STO M E R P E N P ORT R AIT

Style: “My wardrobe is full of timeless pieces – from knee length boots to loafers, from wool jackets to parkas and from tailored trousers to my trusty blue jeans. Most of my wardrobe is neutral but I have a few bright statement pieces.”

Mulberry: “I trust Mulberry for the timeless high quality styles it creates: I love the classic designs they have produced for years.”

“I’m sad they have removed the iconic tree logo – it just looks like any other luxury brand now. I think they are trying to appeal to a younger audience.”

Ideal weekend: “I’ll spend time out and about with family and friends, visit my daughter at university, go on countryside walks, go shopping, eat good food, and relax at home!”

“Weekends are for unwinding from a busy week - I spend time with family and my pets, go out for coffee, go to restaurants and get some fresh country air.”

We can conclude that Mulberry’s target customer is traditional yet stylish and she appreciates quality. She likes simple, long lasting products that are well made and timeless. She has a fairly high disposable income and embraces a relaxed lifestyle, evident by her hobbies and wardrobe.

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C U STO M E R P E N P ORT R AIT

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A PP E N DI C ES The surveys I carried out for Mulberry received 248 responses. As I used SurveyMonkey, the maximum number of responses visible per survey was 100, so I used 3 surveys, all with the same questions. The survey questions gave me data which I used throughout the customer profile, and will mention later in some of the appendices.

The links to the surveys are here: • https://www.surveymonkey.co.uk/r/SLGRXTB • https://www.surveymonkey.co.uk/r/WZH2NK3 • https://www.surveymonkey.co.uk/r/PDS5L6W

I) GEOG RA P HI C A P PE N DIX Outside of the UK Mulberry has many international locations, yet most revenue comes from UK sales. In 2016, UK revenue was £112.5m in contrast to the fast-growing Asian market with revenue of only £9.6m (Mulberry AR, 2016). Despite this, Mulberry have reported that international expansion remains a core focus, stating that Asian investment costs are likely to reach £2m (Mulberry IR&A, 2016), signifying a potential increase in global customers in the future.

17% live in city centres 46% live in suburbs 30% live in villages 12% live in countryside 4% live other

Geographic Survey Findings

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II) DEMOGR A P HIC AP P EN DIX Instagram Observations Many customers post photos of their products and tag #Mulberry in their posts. Most seemed to be under 35. There were lots of graduates, young professionals and mums with young children so, generally the Instagram shows that Mulberry’s target customer is within the age group of 21-35. However, social media is more frequently used by millennials and the younger generations than older women, so is a less accurate representation of all target customers. Also, it doesn’t consider private Instagram profiles, so it is possible that older women may post photos of their Mulberry products too but these cannot be seen due to the privacy of their profiles.

On Friday 17th February in the afternoon, I carried out an in-store interview with a Mulberry sales assistant in House of Fraser. Here is the transcript: Me: What kinds of customers buy Mulberry?

SA: Well, because we’re in House of Fraser, this concession receives more of the HOF typical customers than the Mulberry typical customer. Usually it’s women aged between 35-55 who buy.

Me: Is that different in the Mulberry stores?

SA: Yes, as the Mulberry stores stock more of the statement pieces such as the bright coloured and patterned bags whereas we stock the ‘safe colours’ such as Oak and Oxblood. So we attract customers in search of classic versatile products whereas the Mulberry store attracts these and also more daring customers looking for interesting pieces. They also receive younger customers too, maybe 25 years old upwards.

Me: Are your customers mainly British?

SA: The majority of customers are British but there are increasing numbers of customers from China and the Middle East, who are attracted to Mulberry because of its British heritage.

Me: How does your typical customer dress?

SA: Smart casual - jeans, boots, a blazer or leather jacket. All neutral colours generally and nothing too daring.

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On the same Friday, in the evening, for 30 minutes I observed the women who visited the Mulberry concession, the Mulberry store in Victoria Leeds, and women in Victoria Leeds who were carrying Mulberry handbags. This was to get an idea of how Mulberry customers dress and to identify roughly what age they are.

Approximate Age

Outfit

32

Black parka, blue jeans and black knee high boots.

36

Beige trench coat (Burberry or similar), wool scarf, skinny trousers and loafers. Carrying Zara, Whistles and Space NK shopping bags.

45

Khaki puffer jacket, blue skinny jeans, heeled black ankle boots.

47

Wool jacket, smart knee high boots tucked into blue jeans.

Carrying Accent Boutique and Ted Baker shopping bags.

48

Cream long wool coat, blue jeans, colourful scarf, brown chelsea boots. Carrying M&S and Warehouse shopping bags.

51

Leather jacket, blue jeans, wool jumper and brogues.

53

Black leather jacket, black jeans, knee high brown boots. Carrying Debenhams bag.

60

Long Armani Jeans puffa jacket, smart heeled boots, jeans - all in black. Carrying Jaeger and House of Fraser bags.

75

Black jeans, grey wool jacket and orange boat shoes/loafers.

Carrying John Lewis and White company bag.

Demographic Survey Findings 43% are 25-40 40% are 40-55 11% are 18-24 6% are 55+ 0.33% are under 18 17% live in city centres 46% live in suburbs 30% live in villages 12% live in countryside 4% live other

22% consider themselves working class 25% consider themselves upper working class 46% consider themselves middle class 7% consider themselves upper middle class <1% consider themselves upper class 53% work full time 39% work part time 9% do not work

54% have a household income above £60,000 a year (with 22% of these earning over £100k a year) 37% have a household income less than £60,000 a year 9% prefer not to say

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III) P SYCH OG RA P HIC A ND B EH AV IOUR A L A P P E N D IX

I did interviews with 4 Mulberry customers of different ages to discover their opinions, values and traits. It also gave me an insight into the lifestyles of Mulberry’s customers, allowing me to create the customer pen portrait to represent the target customer as accurately as possible. Here is the interview:

1. What are your opinions on Mulberry’s new rebrand under Johnny Coca (new logo, designs etc.)?

• “I’m really not enamoured with the new designs – Mulberry are famous for the classic style and they have gone very ‘off-piste’. I think they are at risk of losing existing loyal customers if they aren’t careful.” Loretta, 48.

• “I feel the rebrand has Been aimed at a younger market especially due to the increased use of bright colours. Also, removing the famous tree logo makes the brand logo the same as other designer names on the market rather than a recognisable standout one. I think it’s sad that they’ve removed the tree logo” Adele, 51.

2. When / how often do you use your Mulberry items?

• “I use my Mulberry bags and purses every day, they are versatile and durable.” Loretta, 48.

• “I use my products on a daily basis” Tracy, 45.

• “I use most of them through the week but I have some that I save for occasions” Sara, 34.

3. Why do you buy from Mulberry?

• “Quality products” All. • “The unfussiness of the design and the natural grained leather styles and feel” Adele, 51.

4. Describe your ideal weekend.

• “My ideal weekend involves spending time with my family and friends, time outdoors, eating good food.” Sara, 34.

• “Spending time with family out and about or socialising with friends, walking my dog” Adele, 51.

• “Riding my horses, spending time with family, eating at restaurants” Tracy, 45.

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5. Briefly describe your average day (lifestyle, children, work, social habits).

• “Work full time, meet friends for lunch occasionally, home cooking” Sara, 34.

• “I work part time and regularly meet my friends on days off to go shopping or on walks” Adele, 51.

6. Which social media do you most frequently use (Facebook, Instagram, Twitter, Pinterest etc.)? What do you use it for?

• “I use Facebook and Instagram to keep up to date with my friends and for pleasure.”

Loretta, 48.

• “I go on Instagram and Facebook to socialise and use LinkedIn for networking.” Sara, 34.

• “I use Instagram to keep up with friends and share photos and Pinterest for ideas and inspiration from all around the world” Adele, 51.

7. Describe the contents of your wardrobe (style, quality, price, colour etc.).

• “My wardrobe is an equal mixture of casual and smart clothes. I wear lots of neutral colours with the odd splash of colour.” Sara, 34.

• “My wardrobe is full of timeless pieces – from knee length boots to loafers, from wool jackets to parkas and from tailored trousers to my trusty blue jeans. Most of my wardrobe is neutral but I have a few bright statement pieces.” Loretta, 48.

• “My wardrobe is made up of fairly classic clothes, mainly plain rather than patterned.

Most pieces are quite neutral but with the odd bright item. My wardrobe probably shows that I prefer being stylish than glamorous.” Adele, 51.

8. Briefly describe your home (interiors, size, location).

• “My home is a 5 bedroom semi-detached 1920s house. Inside it’s modern but cosy with traditional elements too.” Tracy, 45.

• “I live in a semi rural old stone 3 bed house with a large garden, garage and 4 outbuildings.” Loretta, 48.

• “I live in a 4 bedroom destached house with a large private garden. The interiors are fairly contemporary with a modern country feel.” Adele, 51.

9. List a few of your favourite places to eat (whether they’re chains or independent restaurants and cafes).

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• “In Leeds, we go to Aagrah, Sukhothai and Bibis. For lunch I like chains such as Pret A Manger.” Adele, 51.

• “Independent restaurants that offer fine dining such as the Beach House at Oxwich Bay; Coast at Sandersfoot; The Grove at Narbeth” Tracy, 45.

• “Starbucks is the place for coffee.” All.

10.If you were to buy a candle, what brand would it be? (e.g. the White Company, Diptyque, Jo Malone, Yankee, Sainsbury’s, Next etc).

• “The White Company” Adele, 51.

• “Diptyque” Sara, 34 and Loretta, 48.

• “Jo Malone or Yankee” Tracy, 45.

Psychographic and Behavioural Survey Findings 73% buy their Mulberry items themselves 27% receive Mulberry items as gifts 70% of participants have shopped in Mulberry outlets too 30% have shopped only in full priced stores/concessions/online The reasons participants like Mulberry 22% the timelessness of the products 24% the style/design of the products 16% its luxury status 10% British heritage 10% its high quality 8% the brand name 56% of participants are outgoing 56% of participants are confident 54% are sensible 38% are extravagant 36% are savvy 32% are spontaneous

62% of participants would rather buy one expensive piece than a few inexpensive things 37% research their designer pieces before purchasing 40% like the reputation that comes with owning designer brands Only 9% reported that the majority of their wardrobe was designer – so most shop on the high street too.

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REF ER E NC E S Sources

Coca, J. 2016. Interview with S Conlon for Vogue UK. 18 September, London. [Online]. [Accessed 21/2/17]. Available from: http:// www.vogue.co.uk/article/johnny-coca-mulberry-creative-director-interview

Conlon, S. 2016. Johnny Be Good. [Online]. [Accessed 21/2/17]. Available from: http://www.vogue.co.uk/article/johnny-coca-mulberry-creative-director-interview Mulberry. 2016. Mulberry Interim Reports and Accounts: Business and Geographical Segments. [Online]. [Accessed 21/2/17]. Available from: http://www.mulberry.com/plugins/investor_relations/pdf/interim_report_2016.pdf Mulberry. 2016. Mulberry Annual Report [Online]. [Accessed 21/2/17]. Available from: http://www.mulberry.com/plugins/investor_relations/pdf/annual_report_2016.pdf Mulberry. 2016. Investor Relations [Online]. [Accessed 21/2/17]. Available from: http://www.mulberry.com/investor-relations/profile

Image References

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Mulberry England. 2016. Bayswater Road. [Online]. [Accessed 23/2/17] Available from: https:// www.instagram.com/p/BLvLbSNjsMY/ Mulberry England. 2016. The Clifton bag. [Online]. [Accessed 23/2/17] Available from: https://www.instagram.com/ p/BL1Lm1njKmj/

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Mulberry England. 2016. The Lily bags. [Online]. [Accessed 23/2/17] Available from: https://www.instagram.com/p/ BNUlU8Nj3Zx/?taken-by=mulberryengland

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Mulberry England. 2016. The zipped Bayswater bags. [Online]. [Accessed 23/2/17] Available from: https:// www.instagram.com/p/BMB-AtfjtZq/?taken-by=mulberryengland Mulberry England. 2017. The Bayswater bag. [Online]. [Accessed 23/2/17] Available from: https:// www.instagram.com/p/BQOCIW-j0qk/?taken-by=mulberryengland Mulberry England. 2017. The Darley bags. [Online]. [Accessed 23/2/17] Available from: https:// www.instagram.com/p/BNHlOLXjJiD/?taken-by=mulberryengland

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Holdrich, A. 2016. Outfit post. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/ BMQlQIOBi2w/ Ideal Home. 2016. Stone urms and brass light fitting. [Online] [Accessed 23/2/17] Available from: http:// www.idealhome.co.uk/news/get-your-front-door-ready-for-spring-7579 Millen, LE. 2017. Outfit and bayswater bag. [Online] [Accessed 23/2/17] Available from: https:// www.instagram.com/p/BQs2NB6jzWI/ RGB Stock. 2013. Suburban Houses. [Online]. [Accessed 23/2/17]. Available from: http://www.rgbstock.com/ bigphoto/orlHMYi/Suburban+houses Right Move. 2017. Dragon Parade, Harrogate. [Online] [Accessed 23/2/17] Available from: http:// www.rightmove.co.uk/property-for-sale/property-61109813.html The Impression. 2017. LFW Street Style Day 1. [Online] [Accessed 23/2/17] Available from: http:// theimpression.com/milan-fashion-week-fall-2017-street-style-day-1/ The Telegraph. 2016. Hambledon, Buckinghamshire. [Online] [Accessed 23/2/17] Available from: http:// www.telegraph.co.uk/travel/destinations/europe/united-kingdom/galleries/The-best-English-villages/village9/

Page 8-9 ¥ Beach House Restaurant. 2017. Food. [Online] [Accessed 23/2/17] Available from: http://beachhouseoxwich.co.uk/ gallery/food/ ¥ Jovanovic, J. 2017. Candles. [Online] [Accessed 23/2/17] Available from: https://www.instagram.com/p/BPkvHRigsiw/

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Mulberry Engand. 2016. Oxblood Bayswater. Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/ p/BLwDYI4DCma/?taken-by=mulberryengland Mulberry England. 2017. The Winsley bag. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/ BG4Rx93NBeh/?taken-by=mulberryengland Mulberry England. 2017. Vibrant hues. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/ BPSPVJODEJw/?taken-by=mulberryengland The Telegraph. 2016. Hawkshead, Cumbria. [Online] [Accessed 23/2/17] Available from: http://www.telegraph.co.uk/ travel/destinations/europe/united-kingdom/galleries/The-best-English-villages/village17/ Thinkstock via BBC. 2016. Shopping. [Online] [Accessed 23/2/17] Available from: http://www.bbc.co.uk/news/ukengland-38182127 Yeowart, E. 2017. Breton stripes. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/ BQd0P_FArPa/?taken-by=over40collective

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Chaophraya Thai. 2016. Thai restaurant food. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/ p/BLwB-qJBKAL/?taken-by=chaophraya_thai Ideal Home. 2017. Living room. [Online]. [Accessed 23/2/17]. Available from: http://www.idealhome.co.uk/pictures/ modern-living-room-pictures Millen, LE. 2017. Mulberry and pastries. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/ BQsCDMBDa5d/?taken-by=lydiaemillen Pixdaus. 2017. Horse and dog. [Online]. [Accessed 23/2/17]. Available from: http://pixdaus.com/staredown-animalshorse-humor-dog/items/view/178933/ Starbucks UK. 2016. Coffee. [Online]. [Accessed 23/2/17]. Available from: https://www.instagram.com/p/BMD3Cf1hsrc/? taken-by=starbucksuk The Impression. 2017. LFW Street Style Day 5. [Online]. [Accessed 23/2/17]. Available from: http://theimpression.com/ london-fashion-week-street-style-day-5-fall-2017/ The Impression. 2017. LFW Street Style Day 5. [Online]. [Accessed 23/2/17]. Available from: http://theimpression.com/ london-fashion-week-street-style-day-5-fall-2017/ The White Company. 2017. Candles. [Online]. [Accessed 23/2/17]. Available from: http://www.thewhitecompany.com/ Candles-and-Fragrance/Home-Fragrances/c/candles

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