Saturday, July 20, 2019

Mulberry showcases new collection at London Fashion Week. Is the brand on the road to recovery or will they alienate older potential customers?


This London Fashion Week, Mulberry chose to introduce their new collection through a showroom rather then a catwalk. Inspired by Kew Gardens, Mulberry transformed their show space into an enchanting country garden. Model Cara Delevingne launched her Spring/Summer range of multitasking bags. Giving their customers more for their money the bags can be transformed from handheld, cross body to a rucksack. Cara Delevingne‘s previous capsule collection had already sold 75 per cent of its stock and some styles never made it to stores due to a high pre ordered demand. Bright young things Alexa Chung and Lana Del Rey have previously influenced popular Mulberry handbags.

Despite the fashion editors praising Mulberry in the past few weeks, shareholders spoke out at the group‘s meeting. They voiced their concern over the brand still not having announced a new creative director. They also requested speeding up its search for new designers as the shares dropped down 20 per cent this year.

Regardless of the success of Cara Delevingne‘s winter collection, there is still a worry that the rucksacks do not appeal to older customers with more money to spend in high end stores. Mulberry is choosing to target young woman in the public eye with even younger admirers. Mulberry and Cara hosted a picnic at Wilderness Festival in Oxfordshire this summer in order to target the cool, young Brits with a Cara-van vintage Land Rover filled with goody bags containing mini festival essentials. Mulberry teamed up with super vlogger Tanya Burr creating a video for their website following the YouTuber on a day out in London with her Mulberry Cara bag that is embossed with lion rivets inspired by Cara‘s finger tattoo. Tanya‘s bag is priced at £1,600.Cara Delevingne is also currently fronting a campaign for Topshop wearing parka jackets, little black dresses and a piercing stare that will attract fashionable young students into their stores. The cheapest Cara bag is the mini 3in1 bag costing £795 and can be purchased in black or oxblood leather. The most expensive Cara Delevingne bag is a large Khaki camouflage hair calf bag which would set you back £2,500.

Cara may be girl of the moment but have the hard core Cara fans splashed their cash on a bag to last them a life time on her first Mulberry collection? Back in April, Mulberry announced they were going to drop prices in order to offer more affordable hand bags to the cool young British shoppers but are the bags still too expensive for the mini Cara Delevingnes of the world?

Mulberry hopes to announce the arrival of a new creative director in the coming months.