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Mulberry's new strategy – what the retailers think

We asked what you think of Mulberry’s plans to lower the entry-level price point by £100, as the luxury bags business looks to win back old customers.

James Hurdis, buyer at Derby-based premium indie Canopy:

“Our store will definitely benefit if they lower the prices, and their business in general will benefit as going back to the price level of a couple of years ago makes it more accessible.  I think the right thing to do would be to introduce a new range of products at lower prices.

“We have sold Mulberry for a very long time now and we don’t have a problem selling the Bayswater (£895). However products that range between £1,100 and £1,300 are more problematic. I think the product is entering a different market like Prada, whereas before they were a more reasonable price and selling really well.”

Sonia Lewis, owner of The Worsley Dress Agency in Lancashire :

“This is a really good idea, a lot of people do love Mulberry and they have not been able to afford it, so hopefully this will mean it will be more accessible to people. We sell a lot of pre loved Mulberry handbags - ladies love the older designs like the Roxanne and the older Bayswater. I have bags here that are years old and look like brand new the leather is just such good quality. This is a very positive step forward - just as long as the brand maintains their quality.”

Russell Jones, buyer for Robinsons of Bawtry in South Yorkshire:

“I am a little bit disappointed they are changing their strategy to be honest, but they have obviously looked at their market place and found that this is where Mulberry need to be. As a stockist we obviously just need to get behind them and support them all the way. For us Mulberry is almost a guaranteed seller irrespective of the price. For example, the classic Mulberry handbags like the Bayswater and the Alexa just sell and sell, whereas for the more seasonal stock our ladies may wait and buy them in the sale. We probably will see a rise in sales if this comes into action as the handbags will be more accessible to people.”

Kayleigh Jones, ecommerce manager for lifestyle minichain Sue Parkinson:

“It is a good idea for the brand to lower prices and go back to how they were. Having said that, when the prices went up our customers were still buying Mulberry products. But I do think it is a very good idea to go back to how it was. It would be lovely if our sales went up as a result of the company lowering their price range.”  

Tiffany Ross, buyer for designer indie Cavell’s in Oakham, Rutland:

“I am really behind it - this has actually been one of my issues as we have remained a supplier of theirs through hard times but I think they have lost their way. Anyone should be able to afford a Mulberry handbag - it shouldn’t just be for people with money. But I’m not sure if we will see a rise in sales from the new strategy, it will certainly take a couple of years to see any effect.”

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