Strategies of Mulberry needs to be updated

by Valerie Shijie XIE

The Mulberry designer logo on a sign above the entrance to heir flagship retail store on New Bond Street on June 16, 2011 in London, England. The luxury handbag maker has seen a jump in profits of a staggering 358 percent, and production at their Somerset factory is being stepped up a further 30 percent to match demand.

From: http://www.jingdaily.com/to-play-ball-in-china-mulberry-needs-to-up-its-game/21742/

 Mulberry claimed a shares slid about 29 percent, the brand’s steepest decline since 1998. It blamed a fall in wholesale and  lower-than-expected international sales, China particularly. However, it should then looking at its internal shortages. Mulberry shows a little ambition to develop its brand in China, it has a single Bejing location in china, and  a capitalization on the “Alex” bag, which is the most popular product of it among China’s younger bag-buying set. As chinese consumers become more seasoned and sophisticated that they switch buying cheaper products in other places like HongKong, or purchasing in slack seasons, China is no longer a place where major international brands should expect their goods to sell themselves.

Therefore, personally speaking, it is adventurous for companies to keep thier strategies same in this changing commercial environment. In order to survive in this environment,  key points for firms to to become successful are impressive customer services,  tailored perks and some promotions. For the companies in fashion industry, the level of turnover is crucial as well, after all, the change of fashion taste is spanking. But some luxury stores like Chanel and LV,  classical design is most popular one.