Mulberry Swot Analysis Essay

STRENGTHS | * Mulberry is a British design company known worldwide for its craftsmanship and design. * Mulberry also has a UK based factory in Somerset known as the ‘Rookery’ which promotes the idea of British craftsmanship. * Mulberry has successful collaborations with influential figures within the UK fashion industry such as Alexa Chung and have consequently named a bag after her (the ‘Alexa’) * Mulberry are also launching a new bag named after the American singer Lana Del Rey, known as the ‘Del Rey’ bag which will help to broaden the brand knowledge internationally, particularly North America. * Sales are still rising substantially with a 69% increase from 2010-2011- thus Mulberry is still growing significantly and showing real promise as a global brand. * Mu,berry is expanding globally opening new stores by parteners in Beijing, Hong Kong, Malaysia, Korea, Quatar, UAE and Sydney. * Mulberry is opening a new 5,000sq ft flagship store on Spring Street, Soho New York which will mark the beginning of the next stage of the North America expansion. * There is a Corporate Social Responsibility program which focuses on six key areas: Climate change,
* Mulberry is focusing heavily on capitalizing on expansion into China during 2011-2012, but this is not necessarily the best idea with the disposable income in china going not being as high as it previously was. (see bottom of page for link to website for references). * Mulberry has other products on offer, but is largely known for its bags, and so to increase its market share it could increase its product range which is fairly limited. * It also lacks the depth of heritage of some of its other competitors (such as Louis Vuitton) as it was only founded in 1971, so needs to capitalize on its British heritage and British factory in order to compensate.