Content library
Editor's opinion
Insider's Insights
Business Review
Collecting and collectables
Fashion and accessories
Home and interiors
Luxury cars
Luxury hotels
Luxury yachts and Private jets
The travelling Chinese
Watches and jewellery
City Report
Sector Focus
Brands & Management
Tan Lun
Special Reports
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…
The full article content is only available to Luxury Insights China subscribers.