Pack your bags: A Mulberry Repositioning case

University essay from Lunds universitet/Företagsekonomiska institutionen

Author: Emelie Pine; Mazvita Mawire; Angela Nunana Ahiaveh; [2020]

Keywords: Brand management; repositioning; luxury brand; heritage brand; Business and Economics;

Abstract: In 2012, Mulberry, a well-established British fashion brand recognised for its leadership in the affordable luxury category appointed a new CEO. This CEO aspired to reposition the brand to a target a more premium segment. The aftermath of this repositioning saw the resignation of Mulberry’s creative director, a downturn in customer patronage and several profit warnings. So what should Mulberry do next?

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