Mulberry Fashion Company - Essay Example

MULBERRY FASHION COMPANY By and Introduction The fashion industry is one of the most turbulent sectors in the world and firms need to implement strong strategies to cope with changes in consumer preferences and behaviors, level of competition, and other environmental implications. This report focusses on the fashion sector to provide insights for developing a competitive brand necessary for a long-term sustainability. It explores the Mulberry fashion company whose brand is recognized in the UK and many regions in the world. It will describe the company and its brand philosophy, major staff responsibilities and duties, and the supply chain used in distributing the products. It will also explore the company’s customer base, competitors, and retail operations. Description of the company and brand philosophy The Mulberry Company was established in 1971 as a small business in rural Somerset, Britain, by Roger Saul. Saul only had 500 pounds received during his birthday that formed the capital (Mulberry, n.d, p1). The brand, Mulberry, was named after a mulberry tree he bypassed daily during his school days. The initial products were plaited belts, chokers and leather handbags that were highly desirable to people. The accessories were sold at the renowned Biba boutique based in London and this gave early commercial success. However, stronger performance in the world arena came with the collection “hunting, shooting, fishing” in 1975 that offered a softer touch, unlike the hard oriented English style (Mulberry, n.d, p1). Owing to this, the company made a mark in the world market maintained by a sense for high quality leather products. Products are developed applying the highly skilled English crafting culture integrated with innovations, creativity and imaginations to give iconic signature items (Tungate, 2012, p37). For instance, Mulberry bags bear iconic name such as Roxanne, Brymore, Bayswater, Alexa, Willow and Lily that connect to styles and character (Mulberry, n.d, p1). The bags are the main products though there is a range of other accessories such as purses and shoes for men as well as women. The strong sense of branding is inspired by pride in cool associated with the city life and the craft skill linked to the countryside. Continued growth enabled the company to expand and establish the Rookery flagship factory at Chilcompton, Somerset, followed by aggressive investments that have made the company the biggest UK producer of luxury leather products. It has also established a second factory, the Willows, at a cost of 2.5 million pounds (Mulberry, n.d, p1). In efforts to ensure sustainable growth, the company has formed the Mulberry Group to undertake more businesses. It is listed in both Britain and Wales’s stock markets. In support of social responsibility, the company hires crafts people from neighboring places (Dickson, Loker & Eckman, 2009, p32), and has about 700 crafters in Somerset. To enhance sustainable craftsmanship, the company developed an apprenticeship program in 2006 to mentor and nurture youth in readiness for service in the company production activities. They learn roles such as product development, marketing and planning that they would apply in job positions (Mulberry, n.d, p1). The description of the company shows its strategy for long term operations and this would be realized by the people through performance of roles and assigned responsibilities. Roles and responsibilities There are numerous roles and responsibilities in firms that deal with luxury fashion brands and learners could use information available to nurture their skills towards a career of their choice. Some of fashion careers documented in literatures include the fashion designers, pattern cutters, visual merchandisers, fashion stylists and embroiderers, fashion merchandisers, fabric technologists, fashion buyers, fashion PR, retail managers, sales and logistic consultants, and marketers (Goworek, 2006 and Julia, 2011). A fashion designer comes up with a range of products from which customers could choose. Fashion merchandisers perform the roles of controlling budgets, managing inventory deliveries, and a mix of stock and they usually work together with buyers to achieve success. The tasks for a visual merchandiser include planning for the presentation of a product and the interior parts of a fashion store applying the profile of customers (Goworek, 2006, p67). A fashion buyer handles the issues of suppliers and determines the important styles that could be supplied. The roles of a fabric technologist include controlling the advancements in samples tried and providing technical advice to engineers working in the fabrics and garments. Applying this information in Mulberry as well as other competitors such as Burberry would show many employees holding positions outlined that could be arranged in hierarchical order. Apart from the CEO and top executives, the company has managers in several divisions charged with oversight roles. Examples are inventory, production, sustainability, sales and marketing, and public relations managers. Below them are designers, technicians and other specialists in cutting patterns, embroidery, womenswear, menswear, printing, and knitting tasks at Somerset manufacturing plants (Mulberry, n.d, p1). The company also has retail attendants in company’s outlets, merchandisers, and other marketers. The competitors, including the Burberry have employees in similar positions. However, specific tasks could vary from one company to another depending on the types of products and internal policies. Supply chain The supply chain is an important part of a company’s operations and would influence its success. Companies rely on the supply chains to gather raw materials used in processing and product development as well as the distribution of final goods to the markets or consumer destinations (Burns, Mulliet & O’Bryant, 2011, p48). To accomplish the efficient movement of materials and goods, several activities are along the supply chain, including tracking, inventory control and deliveries to buyers are necessary. The chains of supply of the luxury goods could be more sophisticated to match the high value and quality desired by the customers. The Mulberry Company offers a range of luxury brands to the customers such as handbags, footwear, purses and other accessories of high price and customers would require deliveries of right quality regardless of their locations (Mulberry, n.d, p1). The products should portray individuality and finest quality to the customers and this has implications down the supply chain activities. Quality raw materials, excellent product design and development, and handling should reflect top standards to deliver value to customers. Strong luxury brands in the world are characterized with the product proficiency, global prominence, originality, catchy advertisements, notable interior appearance in the stores and elevated customer service and are fostered by efficient supply chains. Companies thus make an effort to establish efficient supply chain management by focusing on numerous attributes (Gorowek, 2007, p164). This includes focusing on the manufacturing activities of products starting at the point of reception of material until when the goods leave a business. A component of executing activities as organized with the suppliers along with close oversight on the supplier is desirable in supply chains. Moreover, related businesses could merge forces to influence the distribution of products demanded by customers through reduced costs and prices. This could be necessary because the commodities demanded in the global market involve increased requirements from customers and sense for low costs yet products move over long distances that rise transport expenses (Varley, 2006, p94). These are brought down through cost sharing such as partnerships in the supply and distributions. However, for luxury products such as the Mulberry’s leather brands, specialized channels are the most appropriate to meet the customer desires. Several modes of managing supply chains are recognized and used by firms either in domestic or foreign market to achieve distribution objectives. Some firms use lean distribution that aims at attaining large quantity supplies using scheduling and fast arrangements (Burns, Mulliet & O’Bryant, 2011, p154). They focus on the placement of orders and delivery and rely on the procedures in shipment, use of barcode technology and other practices to move commodities. An agile distribution is an alternative mode of supply and is associated with strong competition, adaptation to unforeseen changes, and fast deliveries to distant customers. Also, firms could use the leagile distribution combining the other two systems (Stephens, 2013, p161). This is suitable where there are difficulties to manage pure distribution alternatives, but limited by small inventories maintained. The luxury leather products offered by the Mulberry could apply the agile movement systems to incorporate possible changes that may happen, such as cancellations of orders or returns by customers. The company would adopt new technologies that come up in supply chains to foster distribution practices and keep pace with the environmental changes. In all the supply chains adopted in the company, operations involved should align with the features and behaviors of the target market that would be outlined by developing customer profile. Customer base/profile The customers for a certain product play an important role in the success of the manufacturer by providing the market. An organization needs to adapt products to customers, which is possible by developing a profile of markets aligned with the tastes and preferences that are critical in the fashion industry. The manufacturer follows by designing products that meet profiled needs to attain support (Easey, 2008, p108). Manufacturers such as the Mulberry, invest huge finances in matching the product to consumer fashion tastes as observed through diversification. Where luxury products are involved, companies have to ensure the highest quality and uniqueness that the customers perceive exceptional and worth of high prices charged on customers. It is important for companies to showcase their products, especially for the premium pieces so that the customers view them and make buying decisions (Yurchishin, 2010, p98). Mulberry achieves this through online exhibits that seek to persuade customers to buy products via online methods available. In addition, the company develops visual adverts through news media, magazines and other channels that potential customers could access. The company targets the people in the middle and high income that could afford the luxury products. The products are usually offered at high prices compared to substitutes and hence the low income earners may not form a significant market (Mulberry, n.d p1). Nevertheless, there are various sizes ranging from small to big ones and are sold at varying prices that some people in the lower income levels could afford and enjoy the luxury attributes. Introduction of small sized does not solve the disparity in prices since substitutes remain cheaper. The company’s products also target both men and women and there are a range of accessory signatures for each gender (Mulberry, n.d p1). The main product of the company is the handbag for women and targets ladies with high sense of fashion who could purchase several pieces with varied features and sizes. Over the long-past this customer base comprised of women with high age, although this is shifting to include more young people. For the men, there are classy leather wallets and belts whose major market is comprised of individuals with higher age. New features have been introduced in products that the youth and children could associate with and buy. This includes many flashy and stylish attributes that connect with dynamic nature of the youth (Jackson & Shaw, 2010, p83). The customers targeted are also scattered all over the world and the company could deliver items bought through outlets agreed with the buyers. In general, the Mulberry’s major customer base comprises of high and middle income earners, celebrities and socialites all over the world. Competitors The Mulberry Company faces competition from both the domestic and foreign markets that threaten its long-term sustainability. Increased competition has implications of lowering the prices of items that reduce profits (Jackson & Shaw, 2010, p126). In addition, companies that do not lower the prices for their commodities may lose some customers who opt for the cheaper substitutes. The UK retail market has grown exponentially over the last two decades and there is increased supply of luxury products (Mulberry, n.d, p1). As such, the fashion industry has been impacted and experiences intense rivalry among the firms, even for the high end customer goods. The Mulberry Company also experiences growing competition from the medium luxury brands. Domestic competitors include the Pringle, Aquascutum, and Burberry brands that have English origin. In the global market, Mulberry experiences competition from the French LVMH group which the largest producer of luxury brands all over Europe including the leather items. Also, strong rivalry is experienced from duo American companies, Dooney & Bourke, Inc. and Coach, Inc. (Hoover’s, Inc., 2015, p1), that offer similar products and through comparable marketing operations. The main Mulberry’s competitor is the Burberry brand. This is because the Burberry Company matches the Mulberry in various aspects such as operations, type of products, target market, and other marketing activities (Hoover’s Inc, 2015, p1). The Burberry Company has invested in the manufacture of luxury leather products such as handbags, belts, footwear and other accessories just like the Mulberry brand. The products target the women, men and youth that coincide with the market targeted by the Mulberry brand (Thomson, 2011 p1). The methods applied to reach customers include visual advertisement, online exhibits through which customers can view and buy products, operations of outlets, and participation in fashion events. The Burberry also poses iconic brands established over a long period of more than 150 years. These include the Prorsum brand and Burberry London (Hoover’s, Inc., 2015, p1). The Burberry, however, has widely diversified its products that create strong competition on the Mulberry. The company has invested in leather clothing, personal products, non-leather items, and baby clothes. Retail operations Firms in the global fashion industry strive to establish own flagship outlets in major markets to intensify their international marketing activities. Flagship stores play an important role in marketing a company’s brand by demonstrating the design the design techniques that is associated with products (Jackson & Shaw, 2004, p76). A typical fashion flagship store could have stylish and elegant design and features in especially in the interior parts, although the exterior designs should also be captivating and easy for potential customers to identify (Varley, 2006 p58). The interior design should involve brilliant visual designers that would bring out the luxury, style and artistic features of the fashion brands not only in refurbishing but also in the construction of stores (UDS. n.d, p1). All the sights about the flagship stores should bring out personality, philosophy as well as defining the collection through visual displays. For luxury brands such as the Mulberry would require extravagant appearances that create a perception of the targeted market to customers. The Mulberry Company has established several flagship stores in the UK as well as in the foreign markets. Examples of flagship stores are located in: England (London), America (New York), France (Paris), and Singapore (Mandarin) among others (Drewery, 2015 and Thomson, 2011). These stores are designed to portray the Mulberry’s craftsmanship, especially on the interior parts: walls, floors, fitting rooms, follies, and cash desks. The company is committed to establish new flagship stores as well as other free standing outlets. The company has a total of 124 outlets globally and some are wholly owned while others are partnerships, concessions, and acquisitions under the Mulberry Group (Drewery, 2015, n.p). Many outlets are in the UK though there is fast growth in foreign outlets. Some of the countries with Mulberry retail outlets include Australia, China, Japan, Singapore, South Korea, UAE, Sweden, Germany, Netherlands, USA, and Canada (Mulberry, n.d). The retail outlets play a significant role of marketing the Mulberry’s products and account for more than 95 percent of revenues. The foreign revenues are on the rise while domestic incomes are on the decline due to competition. The foreign markets promise of increased profits and the company could increase overseas outlets as well as strengthen the domestic market to promote sustainability. Personal responsibility and learning The success of the Mulberry Company attracts many people that would wish to earn job opportunities. The company is growing revealed in this paper and would create more opportunities. This promises of a positive future outlook which serves as motivation for learners with passion in fashion industry. Having interests and high sense of fashion, I am looking forward to work with the company in future after completing my studies. I am interested to take a job as the company’s public relations manager. This is related to my area of specialization, mass media and journalism. The position boosts the supply chain by ensuring all activities are sustainable to the environment. The public relations position is powerful and involves high ambition that demands determination and interrelations skills. The public relations main role is establishing good reputation of the company in the eyes of the public by dealing with undesirable complaints. In addition, the office provides the public with the right information on company operations and effects to the society as well as the environment. Further responsibilities include ensuring the company maintains compliance with the regulatory authorities and advising the management on sustainability and corporate social responsibility. In rising to this position, I would undertake several activities to prepare and earn the skills to handle the demands of the position. I would start by seeking for an attachment with the company to gain exposure to the tasks of in the public relations office. Upon completion of my studies, I would seek for assistant public relations manager job and work out projects to foster company operations as discussed in this paper. The discussions about other companies in this paper have enriched the study about Mulberry Company by providing a wider perspective of analysis. The research has reaffirmed my career ambitions since I have wished to work in a public media related position. Conclusion Luxury fashion brands are highly personalized to meet the desires of customers and firms strive to apply expertise that produces quality goods. The Mulberry leather brand is one of the luxurious products offered in the UK and applies fine English craftsmanship. The brand is recognized domestically and entire world courtesy to strategic positioning adopted since inception of pure leather brands like Roxanne, Brymore, and Alexa. The company operates under the Mulberry group and hires local communities as well as offering apprenticeships to enhance sustainability. There several important responsibilities and roles including fashion designers, technologists, fashion PR, retailers, and visual merchandisers, which are evident in the Mulberry as well as other competitors. The supply chains influence the success of luxury brands depending on activities undertaken, mode of management, and preferences of customers. The supply chains adopted should align with the expectations of the customers determined through customer profiling. The Mulberry brand mainly targets the high income earners, although there are improvements to adapt items to young people. Fashion businesses require the knowledge of the competitors to strengthen their activities and secure sustainable market share. Retail operations through own, concession or partnership outlet stores are essential in reaching customers of luxury goods. The analysis of the Mulberry Company has provided insights of luxury brand operations and has affirmed my ambitions for a public relations job. Reference List Burns, L. D., Mulliet, K. M. & O’Bryant, N. (2011). The Business of Fashion: Designing, Manufacturing and Marketing 4th Edition. New York: Fairchild Publications. Dickson, M. A., loker, S. & Eckman, M. 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