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Pack your bags: A Mulberry Repositioning case

Pine, Emelie LU ; Mawire, Mazvita and Ahiaveh, Angela Nunana (2020) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20201
Department of Business Administration
Abstract (Swedish)
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?
Please use this url to cite or link to this publication:
author
Pine, Emelie LU ; Mawire, Mazvita and Ahiaveh, Angela Nunana
supervisor
organization
course
BUSN35 20201
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Brand management, repositioning, luxury brand, heritage brand
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9007946
date added to LUP
2020-06-16 09:24:56
date last changed
2020-06-16 09:24:56
@misc{9007946,
  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?}},
  author       = {{Pine, Emelie and Mawire, Mazvita and Ahiaveh, Angela Nunana}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Pack your bags: A Mulberry Repositioning case}},
  year         = {{2020}},
}