Transformational Plan
Isabella Honey Read
Opening Statement
In recent years, Mulberry have prioritised their sustainability and EDI initiatives, but they have yet to make significant investments into technological innovations. This campaign aims to help Mulberry grow brand visibility and sales within the luxury market in China, through the utilisation of developing technologies and innovative engagement strategies. China is projected to make up 35-40% of global luxury purchases by 2030 (De Montgolfier and Kavanagh, 2023, p.22). Building on past campaigns for the Lunar New Year, this year’s approach aligns more closely with Mulberry’s timeless brand identity. This campaign will introduce a capsule collection of handbags designed by AI, blending cultural motifs with cutting-edge technology. This will a target a new demographic of Chinese consumers seeking sophisticated sustainable luxury and striking heritage designs with symbolic cultural significance.
F2, Mulberry Carbon Zero Campaign
Brand Overview
Mulberry is a British luxury lifestyle and accessories brand, most known for their iconic handbags such as the Bayswater and the Alexa. The brand embodies the fusion of heritage with “a modern sense of rebellion”, prioritising craftsmanship, innovation, and timelessness (Mulberry, 2023f). Their brand identity is rooted in their sustainable ideology, represented by their brand colour Mulberry green and iconic Mulberry tree emblem, a symbol of their admiration for the British countryside (Mulberry, 2023b). As a heritage brand, Mulberry takes pride in their quality and British based manufacturing, offering repairs and aftercare to make their bags last a lifetime (Mulberry, 2019).
F3, Mulberry SS22 Campaign
Mission, Objectives & Values
1. International Development
Increase brand awareness in China by connecting to Chinese consumers on a local and personal level.
Mission Objectives
2. Constant Innovation
Transform Mulberry’s digital presence and expand on design innovations utilising advanced AI technology.
Core Values bold responsible imaginative open
3. Omni Channel Distribution
Reach a new demographic through a promotional strategy that boosts both Mulberry’s online and physical sales.
“At Mulberry our purpose is to embody progressive British luxury that is made to last. We must be transformative in our thinking and our actions in every area from sourcing to manufacturing, to production, to our relationships with the communities around us. Only then can we be a business that is truly Made to Last.” (Mulberry, 2023e).
(Mulberry, 2023c)
F4, Mulberry Strategic Pillars
Situation Analysis Company
– Est. 1971 in Somerset
– Heritage brand
– Luxury leather goods retailer
– 82% of revenue comes from the sale of handbags (Mulberry, 2023a).
– High investment into sustainability initiatives such as their Made to Last manifesto to achieve their goal of being carbon zero by 2035 (Andretta, 2023, p.10).
Customers
– Millennials, aged 35-44
– Women, from the UK and Ireland (Similar Web, 2024).
– Employed and married but yet to start a family and therefore have a higher level of disposable income (Barroso, Parker and Bennett, 2020, para 7).
– Opting for a “buy less and buy better mentality” (Napoli, 2021).
– Purchasing with the intention of later passing it down to the next generation (Correa, 2021).
Competitors
– The luxury handbag industry is dominated by large groups such as LVMH and Tapestry.
– In 2023, Chanel was the leading luxury brand in terms of revenue amassed in the UK (Statista, 2023b).
– Chanel is experimenting with ‘clienteling’ apps that enhance in-store experience (Bain, 2022).
– LVMH have partnered with Epic Games to explore metaverse based experiences including virtual fitting rooms, AR and digital fashion shows (Morris, 2023).
– Majority shareholders include the Fraser Group (37%) and Challice Limited (56%), who Mulberry partnered with to expand into Asia. (Dines, 2019; Nazir, 2020).
– Partnerships with Ecologi and the World Land Trust to support their environmental goals (Mulberry, 2023d).
– Collaborations with artists, models and designers, most notably Alexa Chung and Paul Smith.
– In 2019, Mulberry launched a digital flagship store on Alibaba’s Tmall Pavilion, a platform for luxury brands (Chou, 2019).
Collaborators Climate
– In the UK, the luxury leather goods market is forecast to decrease annually as result of the polycrisis (Statista, 2023c, p.8).
– The post Brexit tourist tax on luxury goods caused an 8.4% dip in sales for Mulberry at the end of 2023, leading to store closures as international visitors were discouraged from purchasing luxury items in the UK (Andretta, 2022; Statista, 2023b, p.15).
Brand Identity Prism: (Kapferer, 1992) F6, Mulberry Logo
Situation Analysis S W O
Sustainability - winners of Drapers Sustainability
Brand of the Year 2023 as a result of their sustainability manifesto and circular initiative the ‘Mulberry Exchange’ (Warrington, 2023; Mulberry, 2024).
Craftsmanship - renowned for their use of high quality materials and innovative designs as well as their commitment to hyper local sourcing and manufacturing (Mulberry, 2023a, p.17).
– Revenue - in the last 3 months of 2023 revenue dropped 8.4% as result of the current global economy (Williams, 2024).
– Costs - increased operational costs of additional store openings in Sweden and Australia (Batten, 2024).
– Online presenceenhancing their digital marketing strategies across social media channels in order to reach affluent Gen Z consumers.
– Improving brand visibility in Asia - leather goods make up a high percentage of repeat purchases in Asia (Ganbold, 2024).
T– Tourist tax - VAT regulations in the UK have affected sales generated by tourism (Weston, 2024).
– Intense competition - the luxury fashion industry is extremely competitive with pressure predominantly coming from American and European brands (Global Data, 2024).
F7, Mulberry x Alexa Campaign
Macro Factors of Influence
As evidenced by the PEST analysis in Appendix 1 , there are many political and economic factors negatively affecting the UK’s luxury goods industry, many of which have taken a toll on Mulberry’s performance over the past few years. Currently, 68% of Mulberry’s sales are domestic leading to an “over reliance on the UK” and its dwindling economy (Shannon, 2019). Therefore, it’s important for Mulberry to expand into other regions in order to broaden their audience and enhance brand awareness to improve sales. According to Vogue Business and Tencent Marketing Solution (2023), in the last three years the Chinese luxury sector has grown considerably “becoming more localised, digitised and resistant to risks”. The lifting of Covid restrictions in China has seen an increased demand for European brands by 58% compared to the previous year and the country currently stands as second largest purchaser of luxury goods worldwide (Williams, 2023; Statista, 2024).
Thematic Focus: Technology
Despite being an iconic British heritage brand Mulberry could be considered somewhat antiquated in terms of changing consumer preferences and evolving technologies. Following significant investment into their sustainability and EDI initiatives they have made an initial move into technological innovations. In 2022, the brand introduced digital ID’s for their sustainable bag range to track products throughout their entire lifecycle improving traceability and enabling authentication for resellers (Webb, 2022). Although, a situational analysis suggests more could be achieved. Mulberry could benefit from a rebrand which positions them as a brand that appeals to the modern consumer (Mulberry, 2023a).
For brands to succeed in the current retail landscape they will need to employ strategic imagination, leveraging AI tools to gain a competitive advantage (Rees and Rocca, 2022). AI has the potential to add up to $275 billion in profits to the fashion and luxury industry through its ability to enhance productivity and aid the customer experience (Harreis et al, 2023). According to Business of Fashion (2023), four key sectors in the fashion industry will benefit from generative AI: product design, visual content creation, copywriting, and customer experience. Within these areas using AI can speed up production times and for content creation, minimise expenses by making the need for location scouting, model recruitment and styling redundant (Bain, 2023). Therefore the focus of this transformation plan with be the utilisation of technology specifically generative AI to increase Mulberry’s sales and global brand awareness.
Forecasted Shifts
AI Surrealism
The year 2025 will see the beginning of the imagination age in which new technologies will be used as a creative tool for storytelling and dreaming up new futures (Bell et al, 2022). Surrealism is an art movement that began in the aftermath of World War I in the 1920’s, it explores the power of dreams and the subconscious (Tate, 2023). Now over 100 years later, history is repeating itself with the rise of AI surrealism in the midst of a global polycrisis. “By 2025, creativity, imagination and dreaming will be necessary outlets for releasing tension and anxiety arising from the polycrisis” (Rees and Rocca, 2022). The growing reliance on technology, is fuelling consumer desire for fantasy and surreal aesthetics as a means of escaping reality, demonstrated by the 45% increase in sales of fantasy books following Covid-19 (Humphrey and Tan, 2023; Falcon and Covington, 2023).
Digitopia
Building on AI Surrealism, the rapid development of artificial intelligence (AI) and the widespread availability of tools will expand the realm of possibility in terms of creativity, blurring the lines between reality and fantasy. WGSN predicts immersive fantasy worlds and ethereal aesthetics to take accessories and footwear by storm for A/W 24/25. Driven by the growth of AI, virtual worlds, and an increasing emphasis on creativity as a method of problem-solving, digitopia encompasses mystical aesthetics and new design possibilities (Collins, 2023). Digitopia, will give rise to sophisticated, intricately crafted digital designs reminiscent of classic elegance and quiet luxury, aimed at minimising waste and driving innovation (Saldana, 2023). Future campaigns will embrace the phygital (physical and digital) as a layered reality through augmented sensory experiences (Hall, 2023).
Consumer Profile
Demographics & Geographics
The target audience for this campaign is female Millennials aged 30 to 40. They live in China’s leading luxury fashion hubs and first-tier cities such as Shanghai and Chengdu (Ellwood, 2018). Inhabited by sophisticated consumers with increasing levels of affluence, first-tier cities refer to the largest and most developed urban centres in the country (Wong, 2019). This consumer group are high income earners as a result of working in leadership roles as well as being highly educated, having completed a university and masters degree (Yu, 2023). These women are married but yet to start a family, instead they are pursuing their career opportunities. Due to being affluent and upper class they align with the segment ‘The Privileged’ according to China’s modern social class hierarchy (Lu, 2014). Focused on career advancement coupled with their family dynamic, they have a high level of disposable income (Barroso, Parker and Bennett, 2020, para 7).
Psychographics & Behavioural
Being Millennials these consumers are tech savvy utilising socials such as Douyin and WeChat to discover new brands, trends and products (HSBC, 2018). In Asia, the use of online shopping channels are increasing however 85% of luxury goods are bought in-store so despite being digital natives they still prefer to shop domestically and in-person (Schneider and Lee, 2023; Lee, 2023; Statista, 2023d, p.30). In line with Douyin’s (2024) luxury shopper types, they are classed as ‘prospective buyers’, early adopters that indulge in the purchase of handbags and clothes. Despite being affluent, this demographic is “displaying increased sophistication and discernment in their purchasing decisions”, favouring quiet luxury, classic designs and quality craftsmanship (Vogue Business and Tencent Marketing Solution, 2023). When purchasing luxury goods this audience seeks individual value over social value splurging on items that provide pleasure and self-gratification (Kim, Hsu and Yuen, 2020). The top three priorities for Chinese consumers are health, family and their career therefore they are becoming increasingly conscious of their environmental impact as a means of future proofing (Accenture, 2022). More and more shoppers in China are opting for an eco-friendly lifestyle, desiring products that are “beautiful as well as sustainable” meaning they are willing to pay more for sustainable products (Crabbe, 2023; Cui, 2023).
Strategic Response
Mulberry has been actively trying to grow brand awareness in China by leveraging cultural events in order to connect with Chinese consumers. To celebrate the Qixi Festival (Chinese Valentine’s Day) they partnered with Chinese actress Zhu Zhu on a baby pink Bayswater bag (Mulberry, 2023g). Mulberry releases a yearly capsule collection to celebrate the Lunar New Year. In 2023, they collaborated with Miffy, the animated Dutch bunny character for the year of the Rabbit and Mira Mikati, a Lebanese designer known for her colourful animated style, for the year of the Dragon in 2024 (Wightman-Stone, 2023; 2024). The campaigns have a very colourful and playful aesthetic which juxtaposes the brands elegant, traditional and timeless identity potentially confusing their target audience. Therefore this will be a more cohesive campaign in line with their strategic pillars and brand characteristics that targets a new demographic.
Lunar New Year
The Lunar New Year, also known as Chinese New Year or the Spring Festival, begins on the “first new moon of the lunar calendar” (Britannica, 2024). For many, the Lunar New Year is a time of spending with “75% of consumers planning to spend over £276 on gifts for either themselves or friends and family” (Vogue Business and Barclays, 2024). The festivities last 15 days, beginning with the gifting of red envelopes containing money to young people and ending with the Lantern festival, on the first full moon of the year (National Geographic, 2024). 2024 is the year of the Wood Dragon, as each year is represented by one of the 12 Chinese zodiac signs and one of five material agents, with wood being a symbol of benevolence (De Guzman, 2024a). Symbolising power, unity, luck and prosperity, dragons are deeply embedded in Chinese culture and history and are even considered to be ancestors of Chinese people (Zhang Cziráková, 2023; De Guzman, 2024a).
F21, Mulberry Year Of The Pig Campaign
Past Mulberry Campaigns
Lunar New Year
Mulberry x Miffy 2023
Mulberry x Mira Mikati 2024
F23, Mulberry Year Of The Dragon Campaign
F22, Mulberry Year Of The Rabbit Campaign
Past Mulberry Campaigns
Surrealism
Mulberry AW 2011
Mulberry AW 2012
F24, Mulberry AW 2011 Campaign
F25, Mulberry AW 2012 Campaign
Strategic Rationale
According to Vogue Business and Douyin (2024), the key to targeting Chinese consumers is through connecting to their cultural identity and utilising emerging technology to enhance brand storytelling. Therefore this campaign consists of a capsule handbag collection and flagship store redesign celebrating the 2024 Chinese New Year. The collection will consist of four limited edition handbags, designed by AI. Featuring dragon motifs for the Year of the Dragon, the bags will fuse cultural symbolism and AI surrealism with Mulberry’s sophisticated and timeless silhouettes. The bags will come in four colourways red, gold, purple and (Mulberry) green all of which have symbolic meanings of luck and good fortune for the new year (Autonomous, 2024). The bags will be made from Mulberry’s sustainable leather and sold at a premium price point due to the limited availability and the quality craftsmanship that is synonymous with Mulberry.
The Lunar New Year serves as an ideal opportunity to remind consumers to invest in a Mulberry product, either for personal indulgence or as a gift for loved ones. The campaign will integrate AI technology and culturally significant events in order to connect to Chinese consumers on a deeper level, building on Mulberry’s brand awareness and driving sales in China. It will also position Mulberry as a forward-thinking luxury brand which will rival industry giants like Chanel and LVMH, known for their innovative use of technology both in-store and online.
F26, Mulberry Softie Bag
Channel Mix & Calendar
The festive collection will be promoted through an omnichannel strategy, with an emphasis on experiential marketing. The brand’s flagship in Shanghai will undergo a complete redesign, becoming an immersive multi sensory shopping experience in celebration of the year of the Wood Dragon. The store will satisfy each of the five senses with elements of wood embedded throughout. This will appeal to Chinese consumers who are seeking out unique leisure opportunities, that provide entertainment and convenience to the customer journey (Accenture, 2022). A curved projector wall will be installed, displaying AI-generated animations and campaign imagery.
To reinforce brand-consumer relationships and reinvigorate the traditional luxury experience, Mulberry will host a VIP shopping event in their newly designed flagship (WGSN, 2022). The event will be invite only, extended to Mulberry’s most loyal customers and China’s top influencers aka key opinion leaders (KOLs), to inspire user generated content on social platforms. KOL reviews and endorsement videos are the most effective forms of recommendation-based marketing in China (Statista, 2023a, p.7). According to survey by Rakuten Insight (2023), 86% of respondents have purchased a product endorsed by an influencer they follow. Upon exit, the guests will receive a gift bag including a range of festive items such as red envelopes for gifting money, paper lanterns and a jade bracelet, which is considered auspicious and should be worn during the New Year period (Katara, 2024). After the private launch, the store will open to the public as a ticketed event.
F27, Fashion Weibo KOL - Savi Sui
F28, Fashion WeChat KOL - Yishu Guo
The flagship redesign and collection launch will initially be marketed through billboards in and around the airports in China, as its predicted that 9 billion domestic trips will take place between January and March 2024 (Reuters, 2024). To drive physical sales and footfall, the collection will be sold exclusively in the new flagship for a week and then will be available at Mulberry’s digital flagship on Tmall Luxury Pavilion. Douyin (TikTok) has emerged as a vital tool for engaging with both new and existing audiences, with 73% of Chinese luxury customers using the app (Vogue Business and Douyin, 2024). Therefore, after the launch Mulberry will utilise Douyin, to encourage online sales, through sponsored adverts with a call-to-action that links to Mulberry’s Tmall shop.
F29, Mulberry on Tmall Luxury Pavilion Mobile
Campaign Deliverables
The Collection
F30, AI Generated Red Dragon Bag
F31, AI Generated Gold Dragon Bag
Development Process
F32
F33
F34
F35
F36
F37
The Collection
F38, AI Generated Purple Dragon Bag
F39, AI Generated Green Dragon Bag
Development Process
F40
F41
F42
F43
F44
F45
Douyin (TikTok) Posts
F46, TikTok Ad Mockup
F47
F48
F49
Airport Billboards
F51, Billboard Mockup
Airport Billboards
F52, Escalator Billboard Mockup
F53, Airport Billboard Mockup
Airport Billboards
F54, Four Poster Billboard Mockup
F55, Tmall Pavilion Mobile Mockup
Store Floorplan
Store Entrance
Development Process
F59 F60
F61, Store Entrance
F62, Dragon Double Doors
Sound
The store will be filled with sounds of crackling from burning wood. Inspired by the tradition of lighting fires and setting off firecrackers on New Year’s eve to scare away the mythical monster, Nian who terrorises village folk according to Chinese legend (Flake, 2014).
Sight
The visual side of the experience will embrace dragon imagery and culturally symbolic emblems of the New Year. AI generated visuals and animations will be projected onto the wall drawing consumers in to a surreal magical world, in which dragons exist.
Touch
Wooden textures will be located all around the store. Curved wooden screens will divide the store into designated spaces for each sense, while guiding guests through the experience. The screens will be intricately carved by local woodworking artists, as Chinese wood carving is a traditional art form deeply ingrained in Chinese architecture (Cottrell, 2023).
Sensory Zones
Taste
During the Spring Festival, specific foods carry rich symbolism representing health and prosperity, for the New Year. Citrus fruits signify luck especially when given in pairs and dumplings are considered “pockets of prosperity” due to the shape being reminiscent of ancient Chinese gold ingots (Kennedy, 2024). Therefore during the launch event hot tea, dumplings and candied oranges will be provided on entry to the store for the VIPs to enjoy as they make their way round the experience.
Smell
The scent of sandalwood will satisfy consumers’ olfactory receptors as incense burns throughout the store. In Chinese culture Sandalwood has deep links to Buddhism believing it is “beneficial to people’s physical and mental well-being and healthy life” (Sheng, 2022). However on the third day of the New Year, Agarwood (a scarce luxury scent) will be burnt to honour the dead, as this day is often reserved for visiting the graves of loves ones to perform prayer rituals and burn incense (National Geographic, 2024).
F63, Mulberry x Alexa Chung
Sensory Moodboard
F64
F65
F66
F67
F68
F69
F70
F71
F72
F75
Interior Moodboard
Event Invite
F86
F87
F88
Gift Bag
F89, Gift Bag Mockup
F90 & F91
F93
F94
F92
F95 & F96
F97
F98
Measures of Impact
The impact of this campaign can be measured against a range of performance indicators. In terms of social media metrics, the amount of user-generated content created by VIP guests and KOLs during and after the event and consumer engagement with these posts will provide insight into the campaign’s social reach. Click-through rates and engagement with Mulberry’s Douyin adverts will help to visualise the level of interest generated by the campaign. Traditional and online media coverage could also be tracked to measure the extent of brand awareness nationally and locally and how the campaign was received. The number of attendees at the VIP event and tickets bought for the public launch will indicate the effectiveness of the experiential marketing approach in attracting customers. To determine the overall success of the campaign, sales figures can be compared before and after the campaign and in-store events as well as revenue generated from the flagship versus sales on Tmall Luxury Pavilion and through Douyin adverts. Customer feedback could also be collected to gain insight into the driving force behind their purchasing decisions and potential areas for improvement.
F99, Mulberry Holiday Campaign 2022
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List of Figures:
1. Mulberry Festive Campaign 2023. Mulberry. (2023) Mulberry Festive Campaign 2023. Available at: https://theglassmagazine.com/mulberry-celebrates-unity-and-community-for-its-2023-festive-campaign/ (Accessed: 20 April 2024).
2. Mulberry Lily Zero Campaign. Mulberry. (2022) Mulberry Lily Zero Campaign. Available at: https://wwd.com/accessories-news/handbags/mulberry-carbon-neutrality-bag-range-1235179193/ (Accessed: 2 May 2024).
3. Mulberry SS22 Campaign. Beleiu, D. (2022) Mulberry SS22 Campaign. Available at: https://kendam.com/photos/album/pjrivegpmnuhxe (Accessed: 22 April 2024).
4. Mulberry Strategic Pillars. Mulberry. (2023) Mulberry Strategic Pillars. Available at: https://www.mulberry.com/plugins/investor_relations/pdf/Interim_Results_Presentation_2023.pdf (Accessed: 8 April 2024).
5. Bayswater Twenty-Year Anniversary Campaign. Mulberry. (2023) Bayswater Legacy NVT in Oak. Available at: https://www.mulberry.com/us/mulberry-world/design-icons/bayswater (Accessed: 29 April 2024).
6. Mulberry Logo. Mulberry (2018) Mulberry Logo [Logo]. Available at: https:// en.m.wikipedia.org/wiki/File :Mulberry_logo.svg (Accessed: 3 March 2024).
7. Mulberry x Alexa Campaign. Nazardo, F. (n.d.) Mulberry x Alexa Campaign. Available at: https://www.lgstudio.org/portfolio/mulberry-alexa-campaign/ (Accessed: 22 April 2024).
8. Bayswater Twenty-Year Anniversary Campaign. Mulberry. (2023) Bayswater in Black High Shine Leather. Available at: https://www.mulberry.com/us/mulberry-world/design-icons/bayswater (Accessed: 29 April 2024).
9. Bayswater Twenty-Year Anniversary Campaign. Mulberry. (2023) East West Bayswater in Black. Available at: https://www.mulberry.com/us/mulberry-world/design-icons/bayswater (Accessed: 29 April 2024).
10. Moncler Genius AI Campaign. Maison Meta., WeSayHi., and Moncler Genius. (2023) Moncler Genius AI Campaign. Available at: https://trendland.com/moncler-genius-first-ai-campaign/ (Accessed: 1 May 2024).
11. AI Generated Jacket. @cre.a.i.tive. (2023) ‘Savage Denim Jackets’ [Instagram]. 28 November. Available at: https://www.instagram.com/p/C0M-mlRra3t/?img_index=4 (Accessed: 8 April 2024).
12. AI Generated Elephant Jacket. @cre.a.i.tive. (2023) ‘Savage Denim Jackets’ [Instagram]. 28 November. Available at: https://www.instagram.com/p/C0M-mlRra3t/?img_index=1 (Accessed: 8 April 2024).
13. Gen Z in China. Sperzel, M. (n.d.) China’s Gen Z. Available at: https://www.voguebusiness.com/consumers/the-four-fashion-personas-of-chinas-gen-z (Accessed: 22 April 2024).
14. Mulberry Tennis Trainers. Mulberry. (2024) Tree Tennis Trainers. Available at: https://www.mulberry.com/gb/shop/women/shoes/tree-tennis-trainers-silver-bovine-leather (Accessed: 22 April 2024).
15. Quiet Luxury Style. Cucinelli, B. (n.d.) A Chinese model donning a quiet luxury look. Available at: https://www.scmp.com/magazines/style/fashion/trends/article/3232688/why-quiet-luxury-rise-china-barbie-might-have-sparked-loud-luxuryfashion-trend-nations-richest-are (Accessed: 22 April 2024).
16. Mulberry Square Scarf. Mulberry. (2024) Large Fantasy Mulberry Logo Square Scarf. Available at: https://www.mulberry.com/gb/shop/women/accessories/largefantasy-mulberry-logo-square-night-sky-poplin-blue-modal-linen-and-silk-blend (Accessed: 22 April 2024).
17. Mulberry Mini Alexa Bag. John Lewis. (2024) Mulberry Mini Alexa Contrast Raw Edge Leather Cross Body Bag, Dark Navy. Available at: https://www.johnlewis. com/mulberry-mini-alexa-contrast-raw-edge-leather-cross-body-bag-dark-navy/ p111157902 (Accessed: 22 April 2024).
18. Cartier Ambassador Wang Churan. Getty Images. (2023) Cartier Celebrity Ambassador Wang Churan. Available at: https://jingdaily.com/posts/which-hard-luxurybrands-are-winning-chinese-social-media-engagement (Accessed: 8 April 2024).
19. Zhu Zhu Mulberry Qixi Festival Campaign. Mulberry. (2023) Small Islington Pale Grey Silky Calf. Available at: https://www.mulberry.com/us/valentines-gifts (Accessed: 8 April 2024).
20. Zhu Zhu Mulberry Qixi Festival Campaign. Mulberry. (2023) Bayswater Powder Rose Heavy Grain. Available at: https://www.mulberry.com/us/valentines-gifts (Accessed: 8 April 2024).
21. Mulberry Year of The Pig Campaign. Mulberry. (2019) Year of The Pig WeChat Campaign. Available at: https://jingdaily.com/posts/year-of-the-pig-wechat-campaigns (Accessed: 29 April 2024).
22. Mulberry Year Of The Rabbit Campaign. Mulberry. (2023) Mulberry x Miffy. Available at: https://www.mulberry.com/gb/miffy (Accessed: 8 April 2024).
23. Mulberry Year Of The Dragon Campaign. Mulberry. (2024) Mulberry x Mira Mikati. Available at: https://fashionunited.uk/news/fashion/mulberry-teams-up-with-miramikati-for-year-of-the-dragon/2024010373368 (Accessed: 8 April 2024).
24. Mulberry AW 2011 Campaign. Walker, T. (2011) Mulberry Ad Campaign Fall/Winter 2011. Available at: https://theessentialist.blogspot.com/2011/06/mulberry-ad-campaign-fallwinter.html (Accessed: 8 April 2024).
25. Mulberry AW 2012 Campaign. Walker, T. (2012) Mulberry AW Ad Campaign 2012. Available at: https://www.cosmopolitan.com/uk/fashion/news/a16494/Mulberry_ AW12_ad_campaign_by_Tim_Walker/ (Accessed: 8 April 2024).
26. Mulberry Softie Bag. Opalesky, L. (2022) Mulberry 100 Wooster Street Campaign. Available at: https://www.mulberry.com/ic/wooster (Accessed: 29 April 2024).
27. Fashion Weibo KOL Savi Sui. Xiaohongshu (n.d.) Savi Sui. Available at: https:// jingdaily.com/posts/china-fashion-kols-2023-savi-sui-aha-lolo-cici-xiang#f70d82bddc82 (Accessed: 29 April 2024).
28. Fashion WeChat KOL Yishu Guo. Guo, Y. (2018) Yishu Gao. Available at: https:// www.vogue.co.uk/article/chinese-influencers-to-know-now (Accessed: 29 April 2024).
29. Mulberry on Tmall Luxury Pavilion. Mulberry. (2019) Mulberry on Mobile Tmall. Available at: https://www.alizila.com/mulberry-opens-new-store-on-tmall-luxury-pavilion/ (Accessed: 29 April 2024).
30. AI Generated Red Dragon Bag. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
31. AI Generated Gold Dragon Bag. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
32. Red AI Dragon Bag 1. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
33. Red AI Dragon Bag 2. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
34. Red AI Dragon Bag 3. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
35. Gold AI Dragon Bag 1. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
36. Gold AI Dragon Bag 2. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
37. Gold AI Dragon Bag 3. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
38. AI Generated Purple Dragon Bag. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
39. AI Generated Green Dragon Bag. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
40. Purple AI Dragon Bag 1. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
41. Purple AI Dragon Bag 2. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
42. Purple AI Dragon Bag 3. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
43. Green AI Dragon Bag 1. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
44. Green AI Dragon Bag 2. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
45. Green AI Dragon Bag 3. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 25 April.
46. TikTok Ad Mockup. Kambada Studio. (2024) TikTok Ad Mockup. Available at: https://www.kambadastudio.com/blog/tiktok-mockup (Accessed on: 27 April 2024).
47. Forest Wooden Platform 1. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 26 April.
48. Forest Wooden Platform 2. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 26 April.
49. Forest Wooden Platform 3. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 26 April.
50. Billboard Mockup. Unblast. (n.d.) Curved Building Billboard Mockup. Available at: https://unblast.com/download/36140/ (Accessed on: 27 April 2024).
51. Forest Wooden Platform 4. Canva Magic Media AI (2024) Text to Image. Magic Media response to Isabella Honey Read, 26 April.
52. Escalator Billboard Mockup. Raw Pixel. (n.d.) Billboard Mockup Near An Escalator. Available at: https://www.freepik.com/free-psd/billboard-mockup-near-escalator-train-station_3576505.htm#fromView=search&page=1&position=13&uuid=ef86 d847-f7cc-4a16-bf53-47dfda6c9d50 (Accessed on: 27 April 2024).
53. Airport Billboard Mockup. @berlionemore_contributor. (n.d.) Underground Billboard Mockup. Available at: https://www.freepik.com/free-psd/bright-billboard-mockup-underground_6650626.htm#fromView=search&page=1&position=8 &uuid=6e0a8380-39b8-47e3-8194-2a8dd3a18d9d (Accessed on: 27 April 2024).
54. Four Poster Billboard Mockup. Unblast. (n.d.) Four Posters in a Metal Frame Mock-
up. Available at: https://unblast.com/download/50622/ (Accessed on: 27 April 2024).
55. Tmall Pavilion Mobile Mockup. BVLGARI. (n.d.) BVLGARI on Tmall Luxury Pavilion. Available at: https://www.linkedin.com/pulse/tmall-luxury-pavilion-lessons-online-future-brands-marcos-viladomiu/ (Accessed on: 27 April 2024).
56. Flagship Floorplan. Loeng Leong. (2009) Phillip Lim Seoul Flagship Floorplan. Available at: https://leong-leong.com/lim_la/ (Accessed on: 27 April 2024).
57. Handbag Storefront 1. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
58. Handbag Storefront 2. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
59. Handbag Storefront 3. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
60. Handbag Storefront 4. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
61. Final Store Entrance. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
62. Carved Dragon Double Doors. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
63. Mulberry x Alexa Chung. Mulberry (2021) Mulberry x Alexa Chung ‘The Big Guy’. Available at: https://www.mulberry.com/us/mulberry-world/collections/alexa-chung (Accessed: 8 April 2024).
64. Burning Wood. Pixabay. (2016) Beige Wood Putted on Fire. Available at: https:// www.pexels.com/photo/beige-wood-putted-on-fire-164168/ (Accessed on: 30 April 2024).
65. Dumplings. Hansen, K. (n.d.) Chinese Steamed Dumplings. Available at: https:// www.bhg.com/chinese-steamed-dumplings-with-pork-and-shiitake-7105205 (Accessed on: 30 April 2024).
66. Sandalwood Incense Burning. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 26 April.
67. Curved Wooden Textures. Canvasbutik. (2023) Wooden Shape Wall Absorber. Available at: https://www.canvasbutik.com/paintings/wall-absorbers/wall-absorbers/wall-absorber-wooden-shapes.html (Accessed on: 30 April 2024).
68. Carved Wooden Dragon. Heristal. (2024) Wooden Dragon. Available at: https:// www.deviantart.com/heristal/art/Happy-new-chinese-year-1008058866 (Accessed on: 30 April 2024).
69. Sandalwood Incense. Incense Crafting. (n.d.) Sandalwood Incense. Available at: https://incensecrafting.com/sandalwood-incense-benefits-meaning- uses/ (Accessed on: 30 April 2024).
70. Citrus Fruits. Ewan, K. (n.d.) Fresh Oranges Stock Photo. Available at: https:// isorepublic.com/photo/fresh-oranges/ (Accessed on: 30 April 2024).
71. Tea Pot. Hitdelight. (n.d.) Traditional Asian Herbal Tea. Available at: https://www. shutterstock.com/image-photo/still-life-traditional-asian-herbal-tea-675259324 (Accessed on: 30 April 2024).
72. Curved Product Display & Seating. Wen Studio. (2021) Croquis Beijing Store. Available at: https://superfuture.com/2021/10/new-shops/beijing-croquis-store-opening/ (Accessed on: 27 April 2024).
73. Fitting Rooms. Sneaker Freaker. (2022) Aimé Leon Dore’s London Flagship. Available at: https://www.sneakerfreaker.com/news/aime-leon-dore-london-flagshipstore-photos-info/ (Accessed on: 27 April 2024).
74. Curved Wooden Desk. Meyer Davis. (n.d.) Marcus at Baha Mar. Available at: https://www.meyerdavis.com/projects/restaurants/141/marcus-at-baha-mar/ (Accessed on: 27 April 2024).
75. Minimalist Product Display. Terzo Piano Studio. (2020) Wunderkammer by Studiopepe. Available at: https://trendland.com/wunderkammer-studiopepe-collection/ (Accessed on: 27 April 2024).
76. Curved Minimalist Product Display. Polène. (2023) Polène Paris Interior. Available at: https://www.yinjispace.com/article/Valeriane-Lazard-Polene-Paris.html (Accessed on: 27 April 2024).
77. Curved Fitting Room Doors. Brumina, L., and Tryhubchak, Art. (2019) OG Boutique Interior. Available at: https://www.yinjispace.com/article/Valeriane-Lazard-Polene-Paris.html (Accessed on: 27 April 2024).
78. Curved Wooden Walls. Liffner, A. (2023) Studio Frantzén Interior. Available at: https://www.dezeen.com/2023/12/15/wooden-elements-studio-frantzen-restaurant-harrods/ (Accessed on: 27 April 2024).
79. Curved Wooden Seating Area. Ciganotto, A. (n.d.) Auditorio Egger Parametric Wall, Available at: https://andreaciganotto.com/ (Accessed on: 27 April 2024).
80. Projection Room. Jones, C. (2019) Arterial Design Exhibition. Available at: https:// architectureau.com/articles/waltzing-matilda-centre/ (Accessed on: 27 April 2024).
81. Immersive Projection Room. Limelight. (2019) Circle of Life Experience. Available
at: https://www.behance.net/gallery/135024925/Circle-of-life (Accessed on: 27 April 2024).
82. Snake Skin Sofa. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 27 April.
83. Curved Sofa Seating Area. Van Der Aar, W. (2022) Oikoa Boutique Interior. Available at: https://www.contemporist.com/undulating-wood-walls-create-a-sense-ofcalm-inside-this-massage-boutique/ (Accessed on: 27 April 2024).
84. Curved Room Dividers. SPACE Copenhagen. (2016) 11 Howard, New York Hotel Interior. Available at: https://www.architonic.com/en/project/space-copenhagen-11-howard/5104974 (Accessed on: 27 April 2024).
85. Curved Projector Screen. Stjernholm, D. (2021) Above the Clouds Installation. Available at: https://kunsthalcharlottenborg.dk/en/udstillinger/laure-prouvost/ (Accessed on: 27 April 2024).
86. Wood Texture. Raw pixel. (n.d.) Wooden Textured Background. Available at: https://www.freepik.com/free-photo/wooden-textured-background_2768392 (Accessed on: 23 April 2024).
87. Chinese Dragon Illustration. @Ponyfluete. (n.d.) Chinese Dragon Illustration. Available at: https://www.deviantart.com/ponyfleute/art/Chinese-dragon-illustration-png-889253637 (Accessed on: 23 April 2024).
88. Invite Border. Pngtree. (n.d.) Chinese Border. Available at: https://www.pinterest. co.uk/pin/798544577656212392/ (Accessed on: 23 April 2024).
89. Gift Bag Mockup. Creatoom. (n.d.) Free Scene With Bag Mockups V6 Front View. Available at: https://creatoom.com/shop/scene-with-bag-mockups-v6-front-view/ (Accessed: 24 April 2024).
90. Golden Dragon. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
91. Mulberry Tree Logo. Mulberry (1971) Mulberry Logo 1971 [Logo]. Available at: https://1000logos.net/mulberry-logo/ (Accessed: 8 April 2024).
92. Incense Packaging Box Mockup. Pixpine. (n.d.) Incense Packaging Box Mockup. Available at: https://www.pixpine.com/product/free-incense-packaging-mockup/ (Accessed: 24 April 2024).
95. Scarf Mockup. Unsplash. (n.d.) Silk Scarf Mockup. Available at: https://unblast. com/silk-scarf-mockup/ (Accessed: 23 April 2024).
96. Dragon Pattern. @oxi_an_alias. (n.d.) Dragon seamless pattern repeating background. Available at: https://www.vecteezy.com/vector-art/28541003-dragons-seamless-pattern-repeating-background-east-ornament-hand-drawn-animals-vector-illustration-decorative-asian-element-for-print-textile-wrapping-postertemplate-card-packaging-design (Accessed: 23 April 2024).
97. Dragon Jade Bracelet. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
98. Tea Tin Mockup. Unblast. (n.d.) Tea Can Package Mockup. Available at: https://unblast.com/tea-can-package-mockup-psd/ (Accessed: 2 May 2024).
99. Mulberry Holiday Campaign 2022. Beleiu, D. (2022) Mulberry Holiday Campaign 2022. Available at: https://www.designscene.net/2022/11/mulberry-holiday-2022. html (Accessed: 1 May 2024).
93. Chinese Dragon Paper Lantern. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 23 April.
94. Carved Wood Dragon. Adobe Firefly AI (2024) Text to Image. Firefly AI response to Isabella Honey Read, 26 April.
P– EU import and export issues - customs checks, import fees and VAT are increasing costs for British based companies (Tatum, 2023).
– Increased shipping costs to EU as a result of Brexit could deter consumers from ordering online (Zwieglinska, 2023).
– Tourist tax - the removal of VAT-free shopping in the UK has hit luxury brands the hardest as international tourists must now pay 20% on purchases (Hodgson, 2023).
– Cost of living crisis - high inflation rates mean increased prices for designer bags at a time when 41% of Gen Z and Millennials plan to reduce spending (Schneider and Lee, 2022; Drapers, 2023).
– Embrace hyper-locality and cultural heritagebrands need to display an understanding of different cultures through informed marketing integrations of cultural events and holidays (Napoli, Larsen and Tan, 2024, p.12).
– Travel - in 2024 consumers will prioritise travel in search of new experiences which must be reflected in marketing strategies to resonate with these consumers (BoF Team and McKinsey&Company, 2023).
– Social media presenceTikTok is increasingly being used as a search engine which highlights the need for brands to be active on TikTok (Huang, 2022).
– Digital innovationbrands must keep up with constantly evolving technologies such as the implementation of AI & Web3.0 (Bain, 2024).
