Implications of pricing decisions in the luxury sector : the Mulberry case /

This case study focuses on Somerset-based luxury fashion brand Mulberry. The case study describes how Mulberry alienated its middle-class British customer base by increasing the prices of its products by almost 50% to make them attractive to wealthy Asian and Middle Eastern shoppers. The case also d...

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Bibliographic Details
Main Author:	Filieri, Raffaele (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2019.
Series:	SAGE Knowledge. Cases.
Subjects:	Mulberry (Firm) > Marketing. Mulberry (Firm) Luxuries > Marketing > Case studies. Customer relations > Case studies. Customer relations Luxuries > Marketing Marketing Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case study focuses on Somerset-based luxury fashion brand Mulberry. The case study describes how Mulberry alienated its middle-class British customer base by increasing the prices of its products by almost 50% to make them attractive to wealthy Asian and Middle Eastern shoppers. The case also discusses how Mulberry has succesfully attempted to reposition its brand as affordable luxury. The case study is particularly pertinent for companies operating in the luxury market as it helps explain the risks inherent in pricing strategies adopted to enter new target segments. However, several open questions still remain, such as when and why should affordable luxury brands consider positioning themselves as prestigious luxury brands? Is this strategy always beneficial?
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781526498144 1526498146