Mulberry Group Plc : The English Luxury Brand Based

two companies in 2008. It designs, manufactures, markets and distributes a large range of high tech leisurewear and

Japanese appreciate Louis Vuitton bag because it is never out of fashion. Indeed, the models are approximately the same since many years, unlike its competitors who create every year, a new collection.

The company does not have a clearly defined mission statement though it is clear that there are certain key values that they uphold. On their website they state that it is a “top priority to run our business with a sensitivity to the world around us”. It is clear that they keep this idea in mind as an important consideration in all of their strategies. The company also values classic fashion stating, “We side with style over fashion, think timelessness is overrated.” They have a reputation for producing classic pieces with a twist. They create classically tailored silhouettes and style them in new and exciting ways. This is the reason customers are loyal to the brand.

Bernard Lewis founded it in 1984, starting from a small shop in the East end of London trading as ‘Lewis Separates’. However, since it has went through several name changes such as Chelsea Girl, Concept man and then finally River Island in 1988. River Island has nearly 300 stores across UK, Europe, Asia and the Middle East with employing around 10000 employees throughout the company (River Island, 2014).

of the Luxury Brands group with Starwood, and were directly involved in developing the “W”

Mulberry was established in 1971 in Somerset by Roger Saul (Mulberry, 2015). It is recognised for its luxury leather products in the UK (Mulberry, 2015). The company’s products offer a variety of categories including leather accessories such as bags, which have accounted for 70% of its group revenue; small other leather goods, shoes, soft accessories and women’s ready-to-wear (Mulberry, 2015). It operates 124 stores in 24 countries across the world (Mulberry, 2015).

During the 1300’s, bag styles varied for men and women. Women had drawstring bags embroidered with scenes of courtly love, while men opted for a leather kidney-shaped bag, as it was more practical (Goublitz, 2007). Paris was well-known in the 14th century for producing some of the finest purses, known as alms or aumonieres, with many aristocratic females partaking in embroidery (Schuette & Müller-Christensen, 1963).

Corporate Social Responsibility - The Group’s approach is to make a positive difference to the people, environment and communities in which it works. As part of this policy it ensures that suppliers adhere to the Global Sourcing Principles. This helps to create the right environment for their workers, including working hours and child labour provisions, and animal welfare principles. There is a continuous process to identify ways to reduce waste and the impact on the environment.

As a clothing store which is focusing on local designed and European designed clothes, our products are going to be high-end, fashionable, green and unique.

Elie Saab ,when first entered the Market with a workshop in Beirut ,were known as a haute couture brand. That is, manufacturing custom clothes ordered by a specific customer with a high quality and expensive fabric , mostly targeting celebrities. After a while due to the changing trends across the world, they launched first RTW collection in Milan focused on the idea of affordable luxury brand that did not require the customized service. Another product line, wedding dresses were classified neither Haute couture nor RTW. They were sold through Boutiques. Another step for brand’s product strategy was to expand product variety to fragrances and accessories and signed a cosmetic license contract. Aside from fashion industry, Elie Saab formed alliances to develop signature hotels. Designing super yacht which are distinctive examples of luxury was included in the Business model.

Coach is the manufacturer of a collection of handcrafted leather goods that are considered high in quality and unique in craftsmanship. Coach strives on their continued high standards that are required for the materials and workmanship that go into their handbags. The Coach brand is attributed their reputation and is considered one of the leading high-end handbag provider. The Coach brand is considered a “unique combination of their original American attitude and design, their heritage of fine leather goods and custom fabrics, their superior product quality and durability and commitment to customer service” (Coach Company Profile, n.d.). Coach has materialized as one of America's distinguished designers and manufacturer of fine handbags for women. The Coach brand has been developed over time from the signature styles and unique character that the handbags posses. (Corkindale, 2008).

Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.

The history of Burberry started in 1856 by dress maker Thomas Burberry. His store had developed a reputation for selling a quality range of outerwear By 1870 and the success of Burberry was accelerated with the invention of innovative fabric ‘gabardine’ in 1880

Louis Vuitton’s Tribute Patchwork Bag known as LV’s is most expensive handbag and has a higher retail price. This hideous bag, made in

In a bid to grow the brand, Saab sought to diversify its portfolio by partnering with various ventures which signified and embodied the luxury lifestyle on which it had built its brand upon. ES signed partnership contracts with various companies for the construction of luxury Yachts, exclusive hotels and luxury fragrances. Notwithstanding the company’s many partnerships and ventures, ES’s core business was fashion which had been its bread and butter. ES began primarily with Haute Couture which is a fancy name for specially made garments using high quality materials to suit the needs of the customer, these dresses