A PROPOSAL BY
SREYA SIMLAI
PROJECT A VISUAL MERCHANDISING IDEA FOR BRAND MULBERRY
BRANDING PROPOSAL Increasing revenue and building a more relevant brand image through visual merchandising.
THE BRAND Mulberry’s founder Roger Saul established the brand at his kitchen table with 500 euro at his kitchen table. In 1973 they opened a factory in Chilcompton, Somerset, England. His sister designed the recognisable tree logo. Both that, and the name “Mulberry” come from the trees he would pass each day on his way to school. All of this represented a love of nature, the importance of family and the growth of a fundamentally British brand. Mulberry established itself as a British lifestyle brand, noted for its leather poacher bags including the binocular bag and dispatch bag. The range includes male and female fashions, leather accessories, and footwear. In 2000, Saul recruited Scott Henshall as their new Creative Director. At the time, the company was in the red and Scott was enlisted to transform the company. He produced jewel items and was responsible for their fashion and accessory collections, their rebranding and advertising where Scott chose Anna Friel as the face of Mulberry and for placing the brand on major celebrities, including Victoria Beckham, Kate Winslet, Cameron Diaz and Zara Tindall. Now their timeless design coupled with traditional quality and a sense of the here and now, are the threads that run through everything we make. Then, today and tomorrow.
MULBERRY IS HERITAGE Identity is quintessentially British. Early inspiration was drawn from the styles synonymous with English rural pursuits: hunting, shooting, fishing. Mulberry’s immediately identifiable, utterly individualistic style came to be dubbed “Le Style Anglais” in 1975. This idea still inspires them.Between town and country, between Somerset serenity and London pace, Mulberry combines authentic, age-honoured craft with an innovative fashion character. Mulberry today offers a unique point of heritage. Today there is a celebration the contradictions of a truly British identity. A sense of the past reinvented with the spirit of now. Heritage yet modern, classic, yet unclassic.
MISSION Mission of the brand is to continue to grow Mulberry as a global luxury brand, offering unique and desirable products at the best value of price.
VISION The vision of the brand is to be the best English lifestyle brand. Hence they always look at improving quality on a regular basis. With innovation and creativity the best products at the best price for the customers.
BRAND POSITIONING
High in Heritage High Luxury Personalised and Limited Expensive
IMAGE GUIDELINES FOR BRANDING AND VISUAL MERCHANDISING
To sense the value and DNA of the brand through branding. The brand image embodies brand value and essence. For their image they believe in demonstrating British roots. Therefore they wouldn’t shoot their campaigns in L.A for example. They love to use classic British Manor houses, stables and especially love to use the great British landscape, from woodland to breathtaking mountain ranges to Brington seafront. The brand loves to have natural elements in their branding, such as flowers or tree branches and so on, even for indoor photoshoots, store design, reinstating our roots in the British countryside “We want our image to have sense of whimsy. We like to play with contrast, if we have an airy bright white background, we like to have a bright coloured product.” “All our image should engage our viewer’s attention. As expected we like our campaigns to represent the season, so if it’s an A/W campaigns we prefer more earthy colours rather than bright colours. We do like to add a pop of colour to contrast the neutral/earthy tones” The products always have to be at the centre in all the displays and campaigns. A trial is made to put more emphasis on showcasing their jewellery and ready to wear items. There is always representation of the core values i.e. reflection of brand heritage. The brand takes tones and textures from nature and luxury goods in England such as untreated oak, accents of brass, fine leathers, etc. The palette can be seen to built around limestones. The natural textures are mixed with neutal palette to create a textured frame work where the products can stand out if they are brightly coloured, or fit in if they are neutral coloured products. The lighting in the store will echo the seasonal and diurnalshifts of the British countryside. The ambient lighting changes throughout the day, due to the clever use of uplighters that respond to the light from the outside. The brand believes in customer feeling relaxed when they enter the store.
THE COLOR OF MULBERRY The hallmark colour, Mulberry Green, epitomizes Creative Director Johny Coca's ethos to draw on the roots of the brand, but to offer a new point of view. Born from the heritage and the values, it is CLASSIC yet MODERN. A piece of future history. Created in 2015, Mulberry Green has been used for packaging ever since. A new shade of British Racing Green, the rich hue is used for our packaging and main colour for the store and its interior. The shade mixed with high levels of blue pigment and rich yellow. Mulberry green even adorns the insoles of our shoes and the lining of our outerwear, an ever-present reminder of our identity. Mulberry green is a very British colour which timeless representation of England. R=21 G=41 B=40 The winning colour ombination to make Mulberry Green.
PROMOSTYLE
INSPIRATION
REQUIREMENTS FOR STORE DESIGN AND VM From brand study and Promostyl study
TIMELESS AND ICONIC EXPRESSION OF TROPICAL EXUBERANCE
A DEEP RANGE OF REFINED DARKS
RICH IN HERITAGE TOUCHES OF ANTIQUE GOLD
CLASSIC YET CONTAMPORARY
ORNATE PATTERNS REMINISCENT OF FEATHERS
POTRAYAL O NATURE
PALM LEAVES
MULBERRY GREEN
RARE ANIMAL SKINS
LUXURIOUS FABRICS
RICH BROCADES AND JAQUARDS
CLASSIC VOLUMES
SUBLIME AND FEMININE
ORNAMENTATION
THE ACTUAL STORE DESIGN AND VM OF MULBERRY
PROPS IDEAS FOR THE VM
PROP IDEAS FOR THE VM
PROP IDEAS FOR THE VM
WINDOW IDEAS FOR THE VM
WINDOW IDEAS FOR THE VM
WINDOW IDEAS FOR THE VM
WINDOW IDEAS FOR THE VM
REFERENCES
Promostyl Paris - A/W 20-21 Women Trendbook Mulberry brand book by Tessa Jones Pinterest