“the combination of beauty and practicality, and the unwavering passion for leather craft.�
BRAND HISTORY Established in Somerset UK in 1972, The Rookery, British countryside by Roger Saul • quintessentially British brand since it originated here,; place is an important
factor to this brand they associate with England in their product. • Most famous for their Bayswater and willow bags • Brand ambassadors are Lana Del Ray, Cara Delavigne and Alexa Chung who
represent the modern, fresh youth culture for a traditional brand
C O NTE NTS Brand Identity Brand Positioning Design Equation Perceptual Map Communication Touch-points
BRAND
POSITIONING
Mulberry currently sit the luxury retail sector as their prices range from £100£2000 for their quality leather goods. The brand faces tough competition from other luxury brands such as YSL, Chanel, Michael Kors and even high street brands like Radley. However, Mulberry’s biggest competitor is Burberry as they both promote their goods based on their British-ness and quality.
DESIGN VOICE
EQUAT ION
Craftsmanship, Classic, Functional, Versatile, Traditional
PROMISE
QUALITY, Premium, Style, Long lasting materials reassuring customers and creating extended relationship with the brand through repairs/ cleaning
SOPHISITICATED, Classy, Cool, Mature,
BENEFITS Attainable ; you can buy into designer luxury with lower price points Wearable (The bag moulds into shape as you use it, QUALITY leathers, clasps, stitch work
VALUES British-ness, in promotional materials and brand origin
BRAND
POSITIONING
This is where Mulberry currently stand in the market, in between high luxury and the high street. Their (somewhat) attainable pricing allows for a larger target market and still creates an aspirational experience with consumers.
Premium Price
Mass Market
Exclusive
Affordable
Mulberry wishes to move further into the luxury brand market, through new promotional materials and brand representatives.
Premium Price
Mass Market
Exclusive
Affordable
Consumer Profile • Women • 35 • University education • Stable job • Engaged or married • Without kids • Owns a car • Lives in the city but has a family
house in the country
Shops at/ competitor brands • LV • Celine • Burberry • Armani • Marc Jacobs
250,000 followers
229,000 likes
1100,00 followers
C O M M U N I CATI O N
9,351
TOUCHPOINTS
Communication Features • Mulberry have many different features on their websites and apps • These range from customer service channels, to shopping, to behind the
scenes features which creates a relationship between brand and consumer
• It further creates an attainable and honest image for Mulberry as it allows
consumers to feel connected to the elements of the brand; from concept to product
• Below is an example of the range of Pinterest boards available
NEW CONCEPT
JAPAN Whilst researching Mulberry’s current attempt to expand their global awareness, it appears that Japan offers a suitable area for market penetration. Despite China’s well know affiliation with the luxury market, it appears that Japan, especially Tokyo, acts as a style epicentre for Asia and offers Mulberry an exciting opportunity to enter this market. As it currently stands, Mulberry have already entered into a ten year agreement with Japanese distributor Club 1 and retailer Mammina which creates a sufficient outlet to sell goods in Japan.
EXPANSION IN ASIA Mulberry said in a statement to shareholders: “The board expects the Club 21 contribution to group sales to increase significantly over the coming years due to new store openings and increasing penetration of the Mulberry brand into these markets.”
“Three in five 61% Asia-Pacific customers are willing to spend their hard-earned cash on designer products, higher than any other area in the world, according to an online survey by Nielsen.” “When asked whether they were drawn to high profile brands, 55% of Asia-Pacific consumers said they liked to buy products by famous brands, compared to a global average of just 47
Mulberry welcomes you to our ‘tree party’ • Combining both Japanese and English culture, Mulberry wish to enter
into the Tokyo market with an launch party; celebrating tea through an elegant picnic.
• The event will demonstrate the symbiotic relationship between
the fashion forward consumers in the Asian market and the heritage brands developed in England.
• The event will combine traditional elements of both cultures whilst
demonstrating elements of surprise and awe that we feel are reflective of the brand.
• For example we will serve British tea in a Japanese tea ceremony
and will wrap pic nic food in traditional Japanese cloth
PICNIC GOODY BAGS • To emphasize the British-ness of the event and to represent the heritage of the brand we aim to incorporate a picnic theme into the event. • This will incorporate traditional finger foods, blankets, novelty tableware and a gift bag at the event of the event for special guests in the form of a hamper basket • The gifts will include leather bound flasks with the Mulberry signature tree and silk scarves carrying the print of artist collaborations. These can later be expanded in store as a range of brand extensions.
Invitation mock-up
INVITATIONS • We will be looking to invite varied influential people in the Asian fashion industry to demonstrate the brands versatility and to assure we attract a large representative of the new consumers • This is to get the word out within Blogs, high fashion magazines and influential models.
• • • • • • • • • • • • • • • • • • • •
Mitsuko Watanabe – Vogue Japan Ginza Magazine Fudge Magazine Soen Magazine Asako Matsui - Elle Japan Spur Magazine Sophie Liu – Vogue China Mark Holgate – British Vogue W Magazine Paula Reed – Harvey Nichols Lucy Yeomans – Net-A-Porter Elizabeth Von Thurn und Taxis Cara Delavigne Lana Del Ray Alexa Chung Tao Okamoto Aya Suzuki Chiharu Okunugi Saki Asamiya Ai Tominaga
J I N DA B OTAN I CAL GAR D E N We feel this is a suitable location as it combines the quintessential nature of an English rose garden with the delicacy of a Japanese fountain park
http://www.pinterest.com/s tylingthenaked/mulberry/
T R E E I N S TALLAT I O N C O N C E PT
Art work similar to ‘Mulberry Wonderland-’ an event launched in store in November 2013
Yoko Ono’s
Wish Tree
• Traditionally, the wish tree has wishes placed onto it by those searing for good
fortune. To develop this idea we want to give away wishes to our guests; instead of making a wish, they are given one.
We plan on recreating this art installation at the launch party as a good will gesture and as a representation of the culture collaboration.
We plan to recreate this in store with small replicas; customers are free to add a wish based on their favourite product and are given a wish with their purchase.
BEAUTIFUL SOUL LONDON To demonstrate the brand’s development we wish to launch a new line of bags at the ‘tree party’ event. These bags will be a collaboration with a young, British designer called ‘Beautiful Soul’ whose delicates prints will appeal to our new Japanese consumers. To differentiate this new line, the products will carry the print on the lining of the bags/purses and will be limited edition to create exclusivity and incentivise purchases.
"Inspiration for the prints are influenced by memories.. My objective each season is to transfer a happy memory onto fabric, adding a twist of English charm.’ Nicola Woods (founder: Beautiful Soul London) http://www.youtube.com/watch?v=nVrAEERhHOA#t=11
Here is a mock up of the bags inspired by the tree party event
C O L L E C T I O N L A U N CH The new collection will be showcased in a stunning show that features a hologram, 26 m x 15 m size, suddenly emerging above the still waters of the lake to the surprise of party guests. We feel that this will add a exciting edge to our tea party that will create an interesting hook for promotional material that will be created after the event. We plan on using the previous mentioned social media outlets to build up to and show the event. This will serve as promotional material for the event and will ensure that potential and existing consumers feel apart of the brands activities. http://youtu.be/9nHZGcCfEAs?t=35s
“T U R N I N G O V E R A N E W L E A F� Presentation by Katie Chubb, Ellen Whitfield, Libby Kent, Jessie Moore, Misuzi Nishihara and Izabella Hannah