Going “Green” at Mulberry: Managing Brand Transitions
Tanvi Sakhamuri, Herbert Sherman

Abstract
This case study looks at the difficult transition that was made by brand Mulberry from „affordable luxury‟ to high-end luxury. This transition occurred during the reign of Bruno Guillon who was a former top manager at Hermes and was trying to convert the brand‟s image into one that could compete at the same level as his former company. Some of the strategies implemented were unsuccessful causing Bruno Guillon to resign from the company leaving it with an unsteady image. The brand since then has been trying to transition back to affordable luxury, as it was the market where they were known to be the most successful. A number of theories and models have been used to analyse the company during the transition to look at their problems and the actions they took to correct those mistakes.

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