Mulberry’s various and sundry corporate challenges are well-documented and yet to be resolved, but London Fashion Week waits for no brand. For Spring 2015, the brand soldiered forth in a more subtle way than it has in recent years. Instead of a big production with global It Girl and brand ambassador Cara Delevingne, Mulberry put on a subtle presentation full of the kinds of pieces that made people Mulberry fans in the first place.
There were a few of the company’s popular Bayswater bags on display in preppy, spring-appropriate finishes and colors, but the star of the show was a pared-down, chain-strapped shoulder bag called the Delphie, which Mulberry Bags Uk claims can be worn six ways but is probably most recognizable as a small shoulder bag that can be easily converted into a medium-size clutch.
Instead of the signature large turnlock closure, it featured a smaller, more modern metal button that, while bearing the Mulberry logo, was less in-your-face than the Mulberry of the recent past. It’s been a turbulent year for handbag favorite Mulberry. First, creative director Emma Hill left at the end of last summer, amid rumors that she and management weren’t exactly getting along. Now, word broke late last week that CEO Bruno Guillon has up and quit, ending his short run with the brand, which Reuters characterized as “turblent.” What happens from here?Not long ago, Mulberry Outlet publicly announced its intentions to alter its price structure and handbag offerings in order to try to stanch its recent sales slide, and now we’re seeing the opening salvo of those changes. The Mulberry Tessie Bags, which start at $860, are the brand’s new beginning.
There are a couple of notable things about these four new bags, which are mid-season entrants that are likely meant to get the ball rolling more than to make a big splash with consumers. (The splashy bags, surely, will come later.) First, they lack the cheap Mulberry Outlet turnlock that has graced almost all Mulberry bags released in the last several years. Instead, they have a small gold square with an embossed Mulberry tree.Mulberry is currently functioning both without a permanent CEO and a permanent creative director, so it’s possible that the addition of one or more executives in the near future could drastically alter the brand’s current trajectory.
Until there’s more stable leadership, though, this is a back-to-basics olive branch that Mulberry fans will likely be glad to see, even if they hold off on purchasing for the moment.Guillon, who had come to Mulberry Bags from the ultra-luxury environs of Hermes, set about making Mulberry’s bags more exclusive and desirable chiefly by making them more expensive. he brand has yet to name a successor to Hill, despite the fact that her exit was announced nearly nine months ago, and other than announcing a high-profile capsule collection with “It” model Cara Delevingne, Mulberry seems to be in creative limbo that has no end in sight. Longtime brand employee Godfrey Davis will act as interim CEO until Guillon’s permanent replacement can be found, and it’s unlikely that a new creative director will be named before that executive is in place.
Not only did that tactic alienate (and eventually drive out) popular and successful creative director Emma Hill, but it also turned off a lot of the brand’s longtime customers, who relished the brand’s position as a mid-market supplier of It Bags for It Girls and grown women alike. Cheap Mulberry Online challenges aren’t exactly over, though; now that the ship has been righted on pricing, the brand still needs to name a permanent CEO replacement and find a new creative director to make customers forget all about this monetary unpleasantness.