Mulberry Has A Brilliant Strategy In Its Performance Recovery.

Recently, the British luxury brand Mulberry released its third quarter earnings, and after a period of weakness, its brand performance is gradually recovering.

As of September 30th, the success of the brand turned into a profit, with a slight increase of 120 thousand in profit and a 410 thousand loss in the same period last year.

So, what is Mulberry relying on to make profits?

According to the report, profits from electricity suppliers rose by 20%. Mulberry's medium-term revenue increased by 4.7% to 67 million 768 thousand pounds, compared with 64 million 700 thousand pounds a year earlier. At present, online revenue grew 20% to 7 million 900 thousand pounds in the first half of the year, 77% of which came from the United Kingdom and the mobile terminal occupied 46%.

At the same time, the brand indicated that the income of group retail channel increased by 4% in the first 10 weeks of the second half of December 5th.

Since the beginning of this year, the brand has stepped up online and offline sales channels.

Online purchase and offline service.

When the electricity supplier is growing stronger, this strategy can effectively open more markets for the group.

Over the past two years,

Due to the high price strategy of the former CEO Bruno Guillon, he issued a three profit warning last year, and the overall performance of the brand declined.

In order to save the company from bad management, Godfrey Davis, a veteran of the brand, has decided to expand its supply and reduce the average price of its handbags and small leather products for 27 years.

Therefore, as of September 30th,

Retail revenue rose 12% to 50 million 400 thousand pounds, of which British retail revenue grew 12% to 40 million pounds, while international retail revenue grew 12% to 10 million 400 thousand pounds, of which the European market was strong and the US market was weak.

By the 10 week of December 5th, retail sales rose by 4% compared to the same period last year.

The brand pointed out that retail sales will continue to grow to the second half of the year, and the new pricing strategy came into force in the second half of last year.

Until last July, after the departure of Emma Hill, the creative director of Mulberry, until July this year, Johnny Coca, the former design director of the brand appointed C (line), filled the vacancy of the creative director. The new director of the new director will debut in London Fashion Week in February.

Thierry Andretta, the new CEO in March, said that Johnny Coca will bring new vitality to the group and therefore has confidence in the future.

In addition, Thierry Andretta also said that its brand is now made in the UK and 50% of its handbags are made locally.

This measure ensures the quality of products that consumers value most.

To ensure quality and integrate into the innovative Mulberry, we have recovered the hearts of consumers.