Pack your bags: A Mulberry Repositioning case
(2020) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20201Department 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:
http://lup.lub.lu.se/student-papers/record/9007946
- author
- Pine, Emelie LU ; Mawire, Mazvita and Ahiaveh, Angela Nunana
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN35 20201
- year
- 2020
- 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}}, }