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Caught in the China positioning trap

British luxury brand Mulberry has been struggling recently, The CEO has defended two recent profit warnings by blaming a lack of Chinese customers in its UK and European stores. Since his arrival, he has put in place plans to reposition the brand from its affordable luxury status to a position of true luxury, principally by increasing product prices in late 2012.

To put the situation for Mulberry in China and with Chinese consumers into perspective, it is caught in a positioning trap that many businesses find themselves in here…

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