Mulberry Shoe Series Will Be Priced 20% Lower Than Luxury Brands.

Recently, Mulberry has been pformed into lifestyle brand. For the way of brand pformation, Johnny Coca, the new creative director, will take the lead in working for brand new concept store, which can accommodate new product categories and brand new brand atmosphere.

The first series of British leather brand Mulberry under the leadership of the new creative director, Johnny Coca, was released yesterday. The series will be on sale in stores in April.

The addition of the new creative director means that the Mulberry brand has entered a new beginning. The brand will pform into a lifestyle brand.

Thierry Andretta became chief executive of Mulberry last year.

After more than 10 years, the designer Johnny Coca is reunited with her former colleague Thierry Andretta, and the two will jointly bring a brand-new pformation way to Mulberry brand.

All the time,

The core is leather products, as well as shoe and garment series.

At present, the two of them will guide the brand to deepen the foundation of British culture.

Mulberry CEO Thierry Andretta believes that for existing and ideal customers, brands do need 360 degrees of vision in each category.

The brand has displayed its clothing and footwear series at the show, but this is only a very small part of its business.

Mulberry is the largest luxury leather manufacturer in Britain and manufactures most accessories in factories in Somerset, England.

Recently, the brand signed an agreement with Onward Luxury Group and agreed that the group would manufacture and distribute Mulberry garments and footwear series. The specific cooperation will start in the 2016 autumn and winter series.

Chief executive Thierry Andretta has always emphasized that Britain is the largest and most important market for brands, and is also the most relevant place to convey brand characteristics.

According to relevant data, the UK accounts for more than 50% of Mulberry's total revenue, and the United States and South Korea rank second.

Germany is also one of the key markets, but the brand has not yet entered the Italy market.

However, Thierry Andretta believes that the opportunities for growth in the international market are enormous.

In the past three years, Mulberry has opened a series of shops in North America and Europe.

Recently, the brand also opened ribbon for the expansion of the flagship store in Paris.

For the way of brand pformation, the new creative director, Johnny Coca, will take the lead in brand new concept store, which can accommodate new product categories and brand new brand atmosphere.

In terms of pricing, 70% of handbags and

The price will be between 500-1000 pounds.

The brand new clothing series will be priced at 250-1500 pounds, and the shoe series will be about 20% less expensive than the luxury brands.

Mulberry brand leather products will become the main driving force of business, and the second major categories are leather products.

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