Despite debuting a line of more accessible hermes belts to win back old customers and signing on Cara Delevingne to do a high-profile capsule assortment and campaign, Mulberry's fortunes nonetheless haven't turned all around. Earlier this week, the firm issued a profit warning to shareholders after a 17% decline in sales in the to begin with half of 2014, according to Women's Wear Day-to-day. Be careful of anyone who wants to attribute that to global strife or changing travel patterns, although; Mulberry's only got itself to blame.
In yesterday's New york Times, Vanessa Friedman enumerated the issues at Mulberry that we have been talking about here for a whilst. Despite the departure of disastrous CEO Bruno Guillon, who came to your brand from Hermes and, in his short tenure, jacked up all its rates and alienated well-liked creative director Emma Hill to the point of resignation, not substantially has changed. The organization has yet to name a new permanent CEO or creative director, whilst they do have Cara Delevingne on their payroll. leather handbags
The problem with getting Delevingne, however, is that so does everyone else, from DKNY to Burberry to Chanel. While her line and campaign with the brand have received a moderate amount of press attention, reporters on the Delevingne beat are spread fairly thin; without ponying up money for an exclusive, her mere presence has limited value to a brand that is making an attempt to distinguish itself. Mulberry has a historical past of betting on the wrong celebrities while in the wrong strategies, although; remember Lana Del Rey's designer bags ?
There's no short of stunning, rich, young, British it girls-in-the-making for Mulberry to choose, but without having a permanent CEO in addition to a new creative director to guide the brand inside a purposeful direction, assume to check out Mulberry spinning its wheels for some time, no matter the state of the global luxury industry.
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