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Mulberry was looking to unlock an increasingly affluent, Gen Z audience across Asia. But the brand’s traditional British heritage was both a strength, and a weakness for a fashion-forward audience that is increasingly defining global trends.
The business needed a brand shift – a new way to communicate and drive appeal amongst the affluent trend setters in growth regions, whilst crucially protecting the core in more established markets.
By identifying the key audience for future growth and understanding their needs and behaviours, we influenced the shape of innovation for Mulberry and developed a brand experience which was both true to their roots and fit for tomorrow’s audience.
Mulberry was looking to unlock an increasingly affluent, Gen Z audience across Asia. But the brand’s traditional British heritage was both a strength, and a weakness for a fashion-forward audience that is increasingly defining global trends.
The business needed a brand shift – a new way to communicate and drive appeal amongst the affluent trend setters in growth regions, whilst crucially protecting the core in more established markets.
By identifying the key audience for future growth and understanding their needs and behaviours, we influenced the shape of innovation for Mulberry and developed a brand experience which was both true to their roots and fit for tomorrow’s audience.
Mulberry was looking to unlock an increasingly affluent, Gen Z audience across Asia. But the brand’s traditional British heritage was both a strength, and a weakness for a fashion-forward audience that is increasingly defining global trends.
The business needed a brand shift – a new way to communicate and drive appeal amongst the affluent trend setters in growth regions, whilst crucially protecting the core in more established markets.
By identifying the key audience for future growth and understanding their needs and behaviours, we influenced the shape of innovation for Mulberry and developed a brand experience which was both true to their roots and fit for tomorrow’s audience.
Mulberry was looking to unlock an increasingly affluent, Gen Z audience across Asia. But the brand’s traditional British heritage was both a strength, and a weakness for a fashion-forward audience that is increasingly defining global trends.
The business needed a brand shift – a new way to communicate and drive appeal amongst the affluent trend setters in growth regions, whilst crucially protecting the core in more established markets.
By identifying the key audience for future growth and understanding their needs and behaviours, we influenced the shape of innovation for Mulberry and developed a brand experience which was both true to their roots and fit for tomorrow’s audience.
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Beyond, 87 Weston Street, London, SE1 3RS
