Mulberry aligns global pricing
Apr 23, 2020
Luxury fashion house Mulberry has launched a global pricing alignment strategy to ensure customers pay the same price for its products anywhere in the world.
The pricing re-alignment will start with all leather goods categories, which account for approximately 90% of the company’s revenue. Further categories are expected to follow in the future.
“Mulberry is committed to openness and transparency across our entire global distribution network, for all of our customers. Achieving a global price has been part of our business strategy for some time,” said Thierry Andretta, CEO.
“As we approach Mulberry’s 50th anniversary, we believe now, more than ever, it is important for our customers to know there will be no international price discrepancy. They will pay the same price whether they choose to shop at our digital flagship or at a Mulberry store anywhere in the world.”
The strategy will be achieved by harmonising international prices with the brand’s UK prices, with global pricing in each region to be inclusive of any local sales taxes or duties.
The approach has been already tested by the UK company when it launched the Acne Studios collaboration in November last year.
“The response we received from our customers when we introduced this strategy for our Acne collaboration and M Collection was overwhelmingly positive,” Andretta continued.
The shift is made easier by the fact that Mulberry is now a digitally-focused brand, with 95% of sales coming from its direct-to-consumer omnichannel operations.
The announcement comes amid growing concerns about the negative effects that the Covid-19 outbreak will have on British businesses. Last month, Mulberry admitted that the health crisis had a “severe impact” on store sales in March.
With all UK stores closed, as well as all UK factories, the brand is now relying on its online shop to make sales. Still, the second half of the year is expected to see a “small loss” as a result of the pandemic.
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