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Mulberry Wants to Make Brit Bags Cool Again

After years of dwindling profits and missing trends, the luxury label wants to double down on its British heritage in hopes to win over – and win back – customers in the UK and US.
Mulberry's new strategy refocuses on the brand's Britishness.
Mulberry's new strategy refocuses on the brand's Britishness. (Mulberry)

Andrea Baldo knew the job wouldn’t be easy when he took

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Further Reading

Luxury’s Pricing Reality Check

Value for money matters, even at high-end brands. This week, Mulberry joined Burberry and Capri in admitting rampant price inflation has contributed to a collapse in demand. Will others follow suit?

About the author
Simone Stern Carbone
Simone Stern Carbone

Simone Stern Carbone is Luxury Correspondent at the Business of Fashion. She is based in Zurich and Paris and covers fashion and beauty, with a focus on the dynamic luxury sector.

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