Mulberry’s omni-channel transformation gathers momentum

Mulberry’s transformation into an omni-channel retailer is beginning to gain speed after it credited a revamped site and an increase in mobile sales for lifting revenue and improving profit margin in the first half of its fiscal year.

The British handbag brand said that it has made investments in digital marketing, updated its website and used an increased amount of stories, film and stronger visual aesthetics, to communicate its brand heritage and connect with customers.

Mulberry said that a collaboration with Georgia May Jagger also enabled the brand to increase its social media followers which in turn led to a rise in its customer base.

Digital sales were up 20 per cent to £7.9m and 46 per cent of that revenue was generated through orders placed on mobile or tablets. Total revenue was up five per cent to £67.8m.

The results come at an interesting time for the luxury market, which is currently figuring out how to maintain its air of exclusivity while carrying out a digital conversation with fans over social media.

Over at fashion house Michael Kors a bet on using Instagram’s new video ad feature Marquee is paying off after both brand awareness and ad recall were up in all four countries that its campaign featuring model Lily Aldridge ran.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.