Mulberry Stages Comeback Bid With China In Sights
"The Chinese consumer has a powerful, global impact," says CEO Bruno Guillon in an interview with Jing Daily on how China factors into the brand's rebound strategy.
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- What qualities are you looking for in the new creative director
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- What has shown Mulberry success in engaging with your Asian audience to date? What is the key future strategy to market yourselves to the Chinese consumer?
- With almost half the Mulberry stores placed in Asia but only a handful in China, what overall role does the Chinese buyer play in the future for the brand?
- To what does Mulberry attribute the recently reported 27 percent market share price loss?
- The average Mulberry product in recent months has sharply increased above line of inflation. Where is the justification in the price increase? Is it to align yourselves to competition in the Chinese luxury market?
- After three profit warnings, is there concern that too much effort is being spent repositioning the brand for the Chinese market, moving away from "affordable luxury"?
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