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The British company specialising in luxury fashion and leather goods has just announced the launch of its new pricing strategy. The aim is to ensure that customers, wherever they shop around the world, always pay the same price.
Today’s world is becoming more and more transparent and this is one of the reasons why Mulberry has decided to harmonise its prices for its customers, whether they shop online or in-store, in Paris, Hong Kong or New York.
Indeed, in the current context, the covid-19 pandemic has forced consumers to rethink the way they consume.
Online sales have therefore experienced a new boom since the start of this exceptional crisis.
This new policy will initially apply only to the leather goods category, which accounts for 90% of Mulberry’s turnover and will be based on British market prices.
It should be remembered that Mulberry is not at its trial run in this area.
The British brand had already applied this policy for its capsule collection in collaboration with Acne Studios, whose prices ranged from €795 to €1495.
According to Thierry Andretta, the brand’s CEO, this strategy had paid off.
The Chinese customers, usually very used to travel to Europe to make their luxury purchases, will thus be able to start consuming in their market.
A definite added value when the Chinese markets recover.
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Featured Photo : © Mulberry[/vc_column_text][/vc_column][/vc_row]
