UK based luxury fashion company, Mulberry, announced the launch of a global pricing alignment strategy to ensure customers — no matter where they shop in the world — will pay the same price. The new policy will roll out for only the brand’s leather goods category, which accounts for approximately 90% of Mulberry’s revenue, with its remaining product lines to follow. Global pricing will be achieved by matching international prices with the brand’s UK prices, though each region’s pricing will be inclusive of any local sales taxes or duties.
This is not the first time Mulberry has flirted with global pricing. According to Thierry Andretta, Mulberry’s CEO, results from two previous trials (one with Acne Studios last year, another with the M Collection earlier this year) were positive, which encouraged the company to officially roll out the program now.
Mulberry Spring Summer 2020 ad campaign
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