Designed by Tessa Jones 2
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Contents 6
Our Story
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Brand Essence
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Mission Statement
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Brand Vision
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Brand Positioning
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Meet Our Creative Director
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Logo
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Font
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Brand Colour
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Image Guidelines
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Tone Of Voice
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Store Design
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Products
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Consumer
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Sustainability
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Communication Guidelines
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Touch Points
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Strategies
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Our Story Our Story
Mulberry’s founder, a young English entrepreneur,
Roger Saul, established the brand at his kitchen table, with £500 backing from his mother. His sister designed our instantly 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.
The first designs were buckled leather belts, which demonstrated the influence of sad-
dlery techniques and traditional English crafts. Mulberry’s first significant export was an order of one thousand belts, from the Paris department store Au Printemps.
Soon, other accessories followed, including iconic bags and a womenswear line in 1979.
The hallmarks of these Mulberry creations lead to the company’s tree logo to becoming an established status symbol.
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Now our 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.
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Essence Mulberry is heritage. Hence, our identity is quintessential- Mulberry today offers a unique point ly 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 us.
of view on heritage. We continue to celebrate the contradictions of a truly British identity, looking back to our archives and rich British traditions and examining them from a new perspective. A sense of the past reinvented with the spirit of now. Heritage yet modern, classic, yet unclassic.
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town and country, between Somerset serenity and London pace, Mulberry combines authentic, age-honoured craft with an innovative fashion character. Heritage meets rebellion. Rules are broken to make something new.
British craft forms the heartbeat of Mulberry. Our factory workforce is comprised of The old and young, husbands and wives, fathers and daughters, all working together to create objects that are both beautiful and functional, made with passion and made to last.
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support and nurture of British manufacturing is vital to us. Being a part of a close-knit family, encouraged Mulberry’s founder Roger Saul to replicate this sense of community in his business, something that is still vital to us today.
Our mission is to continue to
grow Mulberry as a global luxury brand, offering unique and desirable products at the best value for price.
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We envision Mulberry to be the best English Lifestyle brand. Therefore, we are always looking at improving quality on a regular basis. With innovation and creativity we will provide the best products at the best price for our customers
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Heritage
Inexpensive
Expensive
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Positioning We believe we offer accessible luxury, offering the best value for price. This is also how we want customers to perceive our brand. Our market niche is our British heritage, we want our customers to think of Mulberry when they hear words like British craftsmanship, and British luxury or heritage. We believe we offer a distinctive place in the minds of our target market, as we have a clear concept of our brand and how we position ourselves. We want customers to know that when they are buying our products they are buying into a piece of British heritage, a product that has been lovingly crafted in England. We care about our products and the people who make them, we want to celebrate their unique skills. We believe we differ from our competitors as we have such a rich British heritage. Heritage is of massive importance in luxury goods, and is the reason why people buy into a brand. Heritage brands offer pieces that stand the test of time. We believe we understand what the consumer wants and can offer it to them at the best possible price. This is where we differ from our competitors.
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Johnny Coca Johnny Coca joined in 2015 as Mulberry’s Creative Director to oversee the ready-to-wear, leather goods and accessories collections as well as the image and the evolution of Mulberry’s legacy. Born in Seville and educated in Paris, Johnny has an international perspective on Britishness and British culture. Working with the design teams based in London, his collections reference the diversity, history, drama and creativity of the city and its people while also embracing Mulberry’s iconic and much-loved heritage spirit and Somerset roots. Johnny’s Spanish upbringing and close-knit family have made him a strong believer in community. The Mulberry family is unique: the employees at our two Somerset factories come almost entirely from the surrounding local area, and the company has nurtured a successful apprenticeship programme to train the next generation of craftsmen and craftswomen. Johnny is a champion of British talent and is dedicated to strengthening Mulberry’s position as the largest luxury leather goods manufacturer in the UK.
“sensibility I want to reinforce the British character and of Mulberry. It’s quite humbling to
be trusted with this brand that people love and feel is very much a part of them and their lives. In my role as Creative Director I want to push the boundaries, but also respect the values and DNA at the core of Mulberry
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Brand Guidelines
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Logo In 2015, the typography of the primary Mulberry logo was also redesigned to echo the original pioneered by Roger Saul in the seventies, yet updated for a new era. Creative Director, Johnny Coca, drew inspiration from the original 1970’s logo he found in the brand archives. The lettering is now more delicate, more British and modern. It should still feel familiar. Coca wanted to push the limits and to challenge convention. But also to be real and honest, respecting the rules of such a special part of Britain.
Our Mulberry Tree logo also had a redesign. The logo was a symbol of
the quality and longevity integral to our brand. Today, the Mulberry Tree is enclosed in a circle that both protects and elevates, underlining the importance of being green in Mulberry’s thinking, and the values we need to cherish and remember.
Our new lettering logo will feature on our products such as our handbags without the Mulberry Tree logo. Our secondary Mulberry Tree logo is to be used for our display pictures on social media sites as it is instantly recognisable, and lets the user know they have found the right profile. Our advertising campaigns won’t feature this Mulberry Tree logo either.
“Modernity always needs roots in the past
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Johnny Coca.
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This is our new logo, where it will be featured on our website, as the header of publications and so on.
This is our old logo, we do not use this any more and do not feature this on any publication. This still may be seen on store signs that were opened before 2015. We are working to update these when we can. Any store opened from 2015 will feature a store sign/front with our new logo.
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This is our secondary logo. This does not go on our products. It is mainly used for web display pictures as it’s instantly recognisable.
This was a part of our old logo, we would not use this any more.
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Font Our logo font is Mulberry Bespoke, which we believe it offers a distinctive silhouette, instilled with a sense of character. This is the only font that will be used for our logo. This font was specially created for our brand in 2015. For our publications and website, we use Bembo for headings on the website and use the font Avenir for our body text, as it’s clear and simple. We like to have a clear difference from our logo to the Avenir font, we believe this makes our logo stand out.
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The Colour of Mulberry Our hallmark colour, Mulberry Green, epitomizes Creative Director Johnny Coca’s ethosto draw on the roots of the brand, but to offer a new point of view. Born from our heritage and our values, it is classic, but also modern, a piece of future history. Created in 2015, Mulberry Green has been used for our packaging ever since. A new shade of British Racing Green, the rich hue is used as the motorracing colour of the United Kingdom. Mulberry Green evokes layers of history and the roots of the brand as Roger Saul, had a passion for racing classic cars. Mulberry Green is evocative of a love of the English countryside and the beauty of its landscape. The shade, mixed with high levels of blue pigment and rich yellow, was developed with paper merchant G. F. Smith - a British specialist with over 130 years experience. Mulberry Green even adorns the insoles of our shoes and the lining of our outerwear, an ever-present reminder of our identity.
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As it is true for that timeless shade of green and for those trees of Saul’s childhood, Mulberry is an essential part of the British landscape. Mulberry green is emblematic of our commitment to social responsibility. All our Mulberry Green packaging is made from paper produced in England’s Lake District, on the banks of the River Kent. At least 50% of its raw material comes from post-consumer content, to reduce impact on the environment. The remaining 50% is sourced from sustainably managed forests. It’s a very British colour. That’s the thing that always hits tourists when the come here – how much green there is and how intense it is. R=21 G=41 B=40 The winning colour combination to make Mulberry Green.
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Image guidelines We want consumers to sense the values and DNA of the brand through our advertising campaigns. Our brand images should embody our brand values and essence. For our images, we want to demonstrate our British roots. Therefore, we wouldn’t shoot our campaigns in L.A for example. We love to use classic British Manor houses, stables and especially love to use the great British landscape, from woodland to breath taking mountain ranges to Brighton seafront. We love to have natural elements in our images, such as flowers or trees branches and so on, even for indoor photoshoots, reinstating our roots in the British countryside. We want our images to have a 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 images should engage our viewers’ attention. As expected we like our campaigns to represent the season, so if it’s an A/W campaign we wouldn’t be using bright colours such as pink and yellow, we would use more earthy tones, this doesn’t mean they have to be dark, but we like to feature more autumnal/ winter tones. We do like to add a pop of colour to contrast the neutral/ earthy tones, in our A/W 16 campaign we had splashes of yellow and pink, in our A/W17 we used green and blue as our accent colours. Where as focus used be placed on our bags, we want to heavily feature our accessories and ready to wear items such as our shoes. Our handbags will always be at the centre of our campaigns. We are trying to put more emphasis on showcasing our jewellery and ready to wear items, in our campaigns. All advertisement campaigns must contain our logo, the logo tends to be placed at the bottom of the image, yet this isn’t set in stone, it can be placed elsewhere on the image so long as it doesn’t obstruct the product or the model.
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Image guidelines Social Media Images used on social media must be of high quality, we don’t want to post grainy or blurry photographs. Individual product shots must showcase the product in full, and be clear and bright, to showcase the product in its best light. Images set for social media have more freedom to an extent. Our aesthetic for our images on social media tend to feature a bold frame, which draws the viewers attention. Images should be posted on social media often to make sure our products are being seen regularly, keeping in the mind of our consumers.
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Tone of voice
With any publication, we want to show the consumer what we stand for. Whether it be online or in person, we want to demonstrate that we are an established brand with a rich history. We want our tone to sound professional, as we are a global company, yet don’t want to sound corporate. As we are a luxury goods company, we must have a professional tone, and demonstrate our expertise in the area. We do want the brand to be approachable though, we believe anybody can love the brand and buy into it, we shouldn’t drive customers away because they don’t think they can buy into the brand. We are a brand with a fun spirit. We want to create lasting relationships with our customers, therefore we must be approachable, we believe with a mix of professionalism and our British charm we can win any customer. If we are creating publications, words must be carefully constructed to sound professional yet warm, we must use words such that reflect our brand’s essence such as luxury, quality, craftsmanship and heritage when we can. All content should have the same tone of voice, and should be consistent. Our audience must hear the same person speaking whenever they come across the brand, this is especially important with our social media. Consistency is key.
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Store
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Design
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We work with Universal Design Studio, an award winning architecture and interior design practice when opening a new store.
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These images are from our Paris store
When it comes to our stores we want it to represent our core values. This means it should reflect our brands heritage and should encapsulate the roots of our Somerset landscape. We want to take tones and textures found in Somerset, such as untreated oak, accents of brass and fine leathers. The palette can be seen to built around limestone, We want the natural textures to mix with the neutral palette to create a textured frame work where our 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 diurnal shifts of the
British countryside. This ambient lighting changes throughout the day, due to the clever use of uplighters that respond to the light from the outside. We want to our customers to feel relaxed when they enter the store, we believe the lighting and light oak create a warm, calm environment, where customers feel happy. We believe the craftsmanship of each store should reflect the craftsmanship of each product.
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We know that we can give the designers at Universal Design Studio creative freedom to design our stores, as they understand our brief of demonstrating the best of our British heritage. Yet, we don’t want all our flagship stores to be the same, we want to add something a bit different with a certain je ne says quoi. For example, our Hong Kong store has a design called The Vault, which features enamel walls which include casts of leaves from the Mulberry tree outside the factory. We want features like this to show the meaningfulness of the brand and how the brand is rerooting itself in Hong Kong but still carrying the essence of the brand. We love to collaborate with other British craftsmen and designers to create key pieces that are unique to each store. The images on the left demonstrate the inspiration and work that went into creating the enamel walls.
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Paris store
Manchester store
Las Vegas store
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Our New Bond street store in London has a playful and informal tone and environment. This can be demonstrated through the use of the large timber and golden sculptures, which create a more intimate shopping experience, and also guide the customer around the whole store in an interesting way.
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As well as having our exciting flagship stores we also sell our goods in department stores. We set guidelines on how products should be displayed and send visual merchandisers to the store to ensure the displays are correct. We still try and incorporate aspects that you would find in the flagship stores, such as the wooden textures such as shelves and displays, the use of spotlights on products to showcase them and use golden or brass embellishments. If possible we will use a light green carpeting, to represent the Somerset landscape. We want our concessions to feel just as welcoming as our stores do. So far we have 120 stores worldwide. 47
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Our Products Mulberry is proud to be the largest manufacturer of luxury leather goods in the United Kingdom. Our product offer spans several categories. Leather accessories account for over 90% of our revenues, within which bags represent over 70% of revenues. Other important product categories include small leather goods, shoes, soft accessories and women’s ready-to-wear. The Trout Satchel, the Bayswater, the Lily and the Alexa, have become contemporary classics, iconic examples of British design and manufacturing expertise. These have all become an icon in British fashion thanks to our creative directors Nicholas Knightly, Stuart Vevers, Emma Hill and, from 2015, Johnny Coca have each placed their own stamp on Mulberry, reinterpreting the brand to chime with the fashion moment.
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Since his take over as create director Coca has had clear ideas of where he wants to take brand. There was focus on improving the quality of Mulberry’s products. We looked at each bag in terms of function and use. We want to give our customers freedom to choose what works for them and their lifestyle. Just by adding suede linings, and extra layers of paint to the edges to our bags we are improving the quality. All our products feature our monogram, but not our tree logo. Under the name Mulberry we have the word England, just to reinforce our heritage, and the heritage of the bag itself.
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These are some of the talented people that craft our bags
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We are acclaimed for our quality and design. We use top quality leather, which comes from Italy. We source our brass alloy and Zamac zips from Switzerland.
It takes, on average 30 pairs of hands to construct In our two British factories, The Willows and The Rookery, we employ over 600 craftsmen and women, together they can produce up to 2,800 bags a week.
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U AL I T Y
a Mulberry bag.
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The production process starts with cutting the leather piece by piece. Second is the trim cut, followed by the job of skiving which is the process of reducing the thickness of the edge of each piece of leather. From there each panel is sealed, which is followed by the stitching process. Eight stitchers are required to one bag, all stitching for eight minutes a piece. To finish, the hardware metal is applied and the bag is cleaned, and then sent off to be inspected. Handbag designs are inspired by the street. Coca looks out of Mulberry headquarters down the passersby and pays attention to what bags they are carrying, or how they are carrying them. He tries to see if a bag has attitude. Then comes the design process, all bags are designed with function in mind. When it comes to naming a bag some of the most iconic bags are names after British fashion icons, such as Alexa Chung who inspired the Alexa, when she was seen carrying men’s briefcases. Or the Lily bag, inspired by Lily Cole. If a bag is to be named after something or somewhere special, the attitude of the product must reflect the name of the bag, because everything is related to name, the style and the attitude it reflects.
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Our Colour Palette We have our classic coloured leathers which are Black
Clay
Midnight
Oak Natural
Oxblood
We have added some brighter colours to our palette such as deep reds, yellows and blues, these reflect colours reminiscent of our British heritage and evoke Coca’s Spanish roots.
Porcelain Blue
Earth Yellow
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Lipstick Red
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Our Consumer Our products are expertly crafted and are stand out pieces, therefore, we like to think that Mulberry appeals to all demographics, ages and nationalities. This may sound like a bold statement, but we believe, when looking to buy a new handbag or luxury item, consumers want to get the most of what they are spending, they want the best goods for the best price. This is what we offer. Not only that, we offer a product with a rich heritage behind it, from a well-established luxury brand. We like to think we have a great understanding of who our consumer is. Being an international brand we know it might be more difficult to identify exactly who our consumer is, and don’t want to generalise too much. Thus, we create pen portraits of our consumers. Pen portraits are a tool we use to help us identify our target audience and their needs and can aid us when writing publications. We have created a Pen Portrait of a consumer who is buying our products in Britain. These help us gain a deeper understanding of who our consumers are.
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Kate Kate is 27 and she is originally from Oxford, but now lives in Cheltenham with her partner Tom who is 29 and his parents Jack and Kirsten. Kate and her partner are saving to buy their first house, but are in no great rush to move out of Tom’s parent’s house as they are quite happy there. Kate loves to blog and has been doing this since she was 20. She runs a lifestyle blog called Kate’s Lux Life, which is mainly about make-up, lookbooks and where to eat and drink. Kate has always been a lover of fashion, she loves to keep up to date with high street fashion and high end fashion. She often considers starting a YouTube channel as people often describe her as being friendly and very chatty, and can talk for ages about make-up, much to her boyfriend’s dismay. Kate drives and cappuccino coloured Fiat 500 which she has named Luigi. She often goes to London to meet with her other blogger friends which she made over the years, and going to brand’s press releases that she is sometimes invited too. She loves to keep up with celebrity culture and buys numerous glossy magazines each month. Her celebrity crushes are Jennifer Lawrence and Chris Pratt. Social media is very important to Kate and she likes to have two separate accounts for most sites. One personal and one with her blog handle. This means she can keep up to date with what her friends and family are doing on her personal and share her blog posts on her other profile. Her favourite social media platform is Instagram, as she’s a keen photographer, and often notes that she misses the days when Instagram themes where a big thing. Kate tends to follow other bloggers, luxury and high street brands, make-up brands and a selection of celebrities. She is always looking out for the next trend, and tries to blog about trends before others, which is how she gained popularity on social media. She often gets her boyfriend or his mum to take her blog photos, and as a thank you for doing this she always treats them to lunch or a spot of afternoon tea. Kate had dreamt about working in London for a big magazine as a journalist but never did as she met her boyfriend and they decided to travel instead of going to Universty. She doesn’t regret this decision as she loves blogging and working part time in a Jo Malone store. She often goes to make up counters in department stores and to get her make up done for a night out. Here she loves to talk to the make-up artists about fashion and their latest purchases. One reason why Kate and Tom haven’t moved out yet is because Kate loves to spend her money. She doesn’t have a problem with money, she just likes to spend the money she would normally put in her savings account on keeping up her appearances. Tom and Kate often decide to go on holiday twice a year, one will be a city break to suit Kate and the other will be a beach holiday to suit Tom. They know that when they buy their own house they won’t be able to do this, so enjoy it whilst they can. Handbags and jewellery are Kate’s weaknesses. She will normally buy herself a ‘treat’ when they are away on their city breaks. Whereby normally she doesn’t mind shopping on the high street for her fashion, it doesn’t cut the mustard when it comes to buying handbags and jewellery. Kate appreciates that a luxury product is like a piece of art, which she is happy to admire. She had saved for months to buy her designer handbags and bought her first one when she was 21 which was the Mulberry Alexa bag. Since then she has bought 2 other designer handbags and wants to buy one more [the Zipped Bayswater in lilac or black] before she truly will start saving for her house.
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Sustainability Mulberry will make a positive difference to its people, environment and communities it works in. Animal Welfare & Biodiversity As a company in the luxury sector, dedicated to excellence in all areas, we are committed to responsible and sustainable business principles and practices, including sustainable sourcing. We work towards upholding such practices and principles throughout our own business as well as in our supply chain, by working with partners that share our values and approach to sustainable and responsible business. Since we use material from animal origin in some of our products, we are deeply committed to principles and practices that require animals in our supply chain to be treated with care and respect. We are committed to ethical practices in the catching, maintaining, breeding, raising, transportation, handling, and slaughter of animals in our leather, fur and exotic skins supply chains. We are committed to sustaining well-functioning and bio-diverse ecosystems in the regions where we source. This includes maintaining species populations of wild animals at sustainable levels as well as to only source material of animal origin from legal sources. We collect traceability information on all our leather articles, so we know if we can trace it to the farm, to the abattoir or to the country of origin. Traceability is the tool by which we can understand the wider environmental and social impacts in our leather supply chain, including animal welfare, land use impacts and how the leather was made. Recycling We recycle as much material as possible from our UK sites. We have set up a number of partnerships with scrap stores local to our Somerset factories, passing on a significant quantity of our leather off-cuts to community arts and crafts groups. We are actively seeking other upcycling and recycling opportunities for our leather offcuts. Mulberry actively donates money, product and support to charities in our local community and across the wider industry. In addition each year our employees select 2 charities to offer additional support through matching employee fundraising and raising employee awareness for these charities and their causes. Our 2017/18 charities are: Time is Precious and Shelter From The Storm. UK Modern Slavery Act 2015 (“UK Act�) The company has taken to ensure slavery and human trafficking is not taking place in its supply chain or its own business.
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Communication Guidelines
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We love being able to forge relationships with our consumers, other than face to face interactions social media can be a great way to do this. Being able to promote our brand and keep ourselves in our consumer’s mind is vital. Therefore, social media is a key focus for us. Our online platforms allows us to be able to quickly deal with customer queries, post exciting news about new launches that are about to be released and visually showcase our new collections.
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Touch Points We use a range of social media platforms (touch points). We prioritise our social media on how much interaction we get from each site. Our top three social media outlets are Facebook, Twitter and Instagram. Facebook is a vital platform. It has millions of users, and this is the site we have followers on. Here we can keep our followers up to date with what is going on with the brand. We like to keep a seamless look to all our social media outlets, therefore we create content that can go on all of our platforms. Yet, Facebook allows us to create extra content that might not appear on our Twitter or Instagram, such as longer video clips, extra product posts, and other behind the scene content. We can also stream live shows from our Facebook, even allowing our followers to stream our fashion shows as they are happening. Facebook helps us gather vital analytics on the people who interact with our sites. This then helps us create sponsored content. We post a lot of extra content on this site during the lead up to Christmas, to promote that Mulberry products make an excellent gift for your loved ones, and for followers to share the content with their loved ones as a little hint to what they might want to find under the Christmas tree that year.
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We love showcasing our amazing products, as they are very photographable. Instagram is the perfect platform for us to share our images, we love being able to showcase our brands aesthetic. Not only does Instagram allow us to display our pictures, it allows followers to buy a product directly from an image with one touch without having to copy and pasting a link into their browser. Meaning it’s even easier for a follower to buy a product they love. We also love being able to see our hashtags and see how other people share their images of their Mulberry products. Instagram Stories is a form of the platform that we need to utilise more, as it has the swipe up options meaning followers can buy a product quicker. Our Instagram handle is @mulberryengland Twitter allows us to open up the dialogue between our brand and our consumer. Our tweets should stand out in our follower’s newsfeed so each tweet should be accompanied with an image from the brand and a link to the product in the image of applicable. This is the platform where we tend to answer our customer’s queries. All responses must be professional and friendly, and empathetic when needed. As there is a character limit to each tweet, so tweets should be carefully thought out and catch the follower’s attention. Relevant hashtags should also be used. Our Twitter handle is @MulberryEngland All our social media sites should be posting content frequently. 73
Strategies The Board’s long term objective is to grow Mulberry as a global luxury brand, offering unique and desirable product at the best value for price, and thereby create shareholder value. The Group considers that revenue growth is the key performance indicator with which this goal can be measured.
Product
Marketing and Brand
Innovation and creativity are central to Mulberry’s customer-led product strategy which focuses on anticipating the evolving needs of its existing and aspirational customers. This is supported by Mulberry’s integrated marketing approach which aims to drive engagement and relevance with its customers.
Mulberry continues to invest in building the brand globally via a dynamic marketing and communication strategy, aiming to engage with new and loyal customers, whilst enhancing the understanding of the brand in new and emerging markets. The aim is to engage with customers across all touch points via an integrated marketing approach coupling traditional events and press forLeather goods are the core commercial focus, mats with extensive use of digital, mobile and sowith the intention to continue to develop and cial media. Digital continues to take the highest build on recent strong launches with a continued share of all media investment. refinement and enhancement of core and new ranges. This approach includes a steady pace of Mulberry continues to develop its customer serevolution of key icons as well as the introduction vice operations, including further investment in of new signatures. An example of this is the “Rid- aftercare and lifetime service. er’s lock”, which was recently launched as a key feature of the new Amberley bag range. Over the longer term, the objective is to reinforce Mulberry as a lifestyle brand by strengthening complementary categories to its core leather goods ranges. The key focus categories are footwear, ready-to-wear, soft accessories and jewellery. As part of the initiative to further develop these relatively new categories, Mulberry will continue to invest in targeted product development and marketing.
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International
Retail, Digital and Omni-channel
Mulberry will continue to focus on advancing its international development strategy during the current financial year with increased distribution and marketing investments planned.
Mulberry will continue to strengthen its position in the UK and expand internationally through its omni-channel strategy, with well situated stores complemented by a strong digital presence. Mulberry also plans to introduce omni-channel As announced on 7 July 2017, Mulberry agreed services to newly controlled territories, including with OGF to form a new venture to operate the China, Hong Kong and Australia. Group’s business in Japan. Since the beginning of the financial year, five stores have been estab- In the short to medium term, Mulberry plans to lished in key locations (Tokyo, Kyoto, Nagoya and continue to refine and enhance the store netOsaka) and enhanced marketing activities have work, while focusing upon improving the range of commenced. omni-channel services to match rapidly evolving customer buying behaviour. In Europe and North America, the Group continues to focus on improving productivity in existing stores, with limited new store openings and strategic refinement of the store network, as opportunities arise, coupled with further omni-channel enhancements.
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Then, Today and Tomorrow.
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