Everything Mulberry is Made to Last. From their iconic leather bags and accessories to their emblematic logo, every Mulberry design ages well. The very first seed was planted in 1971 at the kitchen table of a family home in Somerset, England. That seed derived from the line of Mulberry trees that the founder, Roger Saul, would pass each day on the way to school. And it carried within the very essence of this fast growing tree, the spirit of which fueled the quick growth of this brand that now shares the top of a niche luxury territory with only a few other labels established a century earlier. A tree as deciduous as a brand that seasonally sheds the old to chime with modernity; and as perennial as the true British heritage that transcends through the values that the brand honours.
“Although mulberry trees are highly adaptable to a range of growing conditions, their lifespan still depends on the care they are given over an extended period of time.” In the same way, while the roots of this leather fashion house are deeply grounded, the market’s dynamism demands for continuous innovation. Their brand management requires the same delicate craftsmanship as the manufacturing of their leather goods to keep the company timeless. In accordance with this, they have defined their brand strategy as “to grow as a global luxury lifestyle brand, focusing on product innovation and superior customer experience”. Thus the brand wisely impregnates and, further on, incarnates the British lifestyle, drawing on their heritage with new perspectives. Even the memorable logo, designed by Saul’s sister back in the 70s, recently underwent a makeover. A symbol of quality and longevity, it is now “enclosed in a circle that both protects and elevates, underlining the (...) values we need to cherish and remember.”
Even though the Mulberry logo is one of the most significant brand recall examples in the luxury fashion world, it still needed a little refashioning. Something as subtle as a line around the famous tree can make a great difference. In the same way, something as delicate as a fragrance has the power to reinvigorate a brand. Naturally, a company focused on innovation as well as customer experience and satisfaction would adopt scent marketing as a brand development strategy. Mulberry has a strong international digital network and integrated omni-channel offer, combined with best in class aftercare and lifetime service. Now they also have a signature scent diffused across all stores. Aromas are an integral element of a luxurious lifestyle, thus a scented environment invites customers to experience the brand image physically. As an extension of the brand identity, the olfactory symbol permeates the audience on a new level, improving sales and increasing brand loyalty.