No Designer Means No Show
MULBERRY
will still have a presence at London Fashion Week,
despite cancelling its show. The British brand is currently
without a creative director - something it hopes to rectify in the
next few months.
"You can't come to catwalk without a creative director," chief executive Bruno Guillon said. "We are trying to put together a very interesting marketing activity… it will be very interesting and will still give visibility to the brand."
Talking about his brand's 28 per cent drop in first-half pre-tax profits last week, Guillon dismissed market analysts who asserted that the fall was due to a move towards a higher pricing structure, attributing it to leather costs and competition across the mid-price range. But experts noted that Burberry also suffered a drop after a similar repositioning last year.
"This is possibly the wrong strategy for the brand," Luca Solca - head of global luxury at Exane BNP Paribas - told the Financial Times. "This brand could have been quite successful at what I would call the aspirational luxury price point, in the same community as - or slightly higher than - Michael Kors, Tory Burch and Longchamp."
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"You can't come to catwalk without a creative director," chief executive Bruno Guillon said. "We are trying to put together a very interesting marketing activity… it will be very interesting and will still give visibility to the brand."
Talking about his brand's 28 per cent drop in first-half pre-tax profits last week, Guillon dismissed market analysts who asserted that the fall was due to a move towards a higher pricing structure, attributing it to leather costs and competition across the mid-price range. But experts noted that Burberry also suffered a drop after a similar repositioning last year.
"This is possibly the wrong strategy for the brand," Luca Solca - head of global luxury at Exane BNP Paribas - told the Financial Times. "This brand could have been quite successful at what I would call the aspirational luxury price point, in the same community as - or slightly higher than - Michael Kors, Tory Burch and Longchamp."
RELATED SHOW
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