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Why I love Johnny Coca at Mulberry.


Why I love Johnny Coca at Mulberry.


Johnny Coca


For Christmas 2015 , I was lucky enough to be given a Mulberry Anthony bag as a present from my parents and it was from that moment on I have had a love and passion for Mulberry as a Brand. Being British myself, I appreciate British craftsmanship and the fact that it supports the British Fashion Industry and British economy.
According to fashionunited.uk, There are currently 555,000 people employed in fashion-related industries in the Uk and according to fabacus.co £57.7 billion was spent on clothing, footwear & accessories in 2015 in Britian,and £26 billion was the direct contribution to the UK economy from the UK fashion industry.

so, what do these have to do with Mulberry?

Well, Mulberry is one of the most popular and well known fashion brands in Britain, and so who is head of it has a big task to keep it at the forefront of many peoples minds (and wish ists) I asked many of my friends to name three Fashion Brands that create accessories and out of 10 people, only 4 didn't mention Mulberry.Now, Mulberry may not be the most expensive fashion brand in the world, but it's prices are the key to its success. In 2012, Mulberry appointed Bruno Guillon as CEO . Guillon came from Hermes, a Parisian fashion house where bags begin at about the £2,000 price mark, and go up to around £50,000.

At the time Guillon was appointed, the average Mulberry bag was around £600. Guillon upped prices almost overnight to appeal to the Asian Market and their British target market closed their wallets, and put away their credit cards. This caused sales to dip immediately and Mulberry's share price fell 67% in the two years he was in charge.

Simply : don't up prices so your target market can't afford them anymore.




Bruno Guillon at Mulberry

So, Why do I think Johnny Coca is so brilliant at Mulberry?


Coca is bringing the British feel back to the brand, and is dropping prices. Finally!!

The logo has been transformed to a more classic font, that is less modern but very traditional, and screams Britian, that appeals both to its British and Global customers.

He is also refreshing the designs to keep them classic, such as the Bayswater (the most classic Mulberry bag) and creating new bags such as the Clifton, The Darley and The Chiltern. His designs are practical, classic but still current and cool.





The Old logo


The new logo


The Quality of Mulberry is excellent, especially for the price point compared to more high end bags, and if the quality is there, the target market will follow, because after all, the average shopper needs quality, and good design in order to spread the word to friends and family.






The older Bayswater
The New Bayswater


Mulberry products can be purchased from Mulberry boutiques and from mulberry.com



Some New Bags







The Clifton










The Darley










The Chiltern Satchel
















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