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Mulberry takes new see-now-buy-now approach in their release of their Spring ’18 Collection 


Mulberry’s new strategy for selling their Spring/Summer ’18 collection is to forgo the 2017 London Fashion Week show in September and release their collection in February via a see-now-buy-now approach. The house isn’t skipping London Fashion Week in September entirely as they will be will be conducting private meetings with buyers and members of the press in London as well as Paris.

“Mulberry has always been focused on offering a real and accessible lifestyle,” said Mulberry CEO Thierry Andretta. “The shift announced today enables us to continue to drive engagement and increase our relevance to our customers. Our strong omni-channel, retail-led business ensures we are well placed to align our collection launches globally and support growing consumer demand for immediacy.”

Mulberry’s move follows on the heels of fellow London based brands, Burberry and Topshop, who have implemented their see-now-buy-now strategies for the past two seasons.

Looks from Fall 2017 Mulberry (Photos | Imaxtree)