Mulberry focuses on omnichannel experience with new London flagship

Mulberry's new London flagship

Mulberry’s new London flagship

British luxury label Mulberry is introducing a connected retail experience at its new London flagship store, as part of a wider strategy focused on customer experience.

The brand is working with payments platform, Adyen, and mobile assisted selling platform, Tulip, to bridge the gap between online and offline shopping. In store, this will include mobile checkouts and an endless aisle feature, where customers can purchase items that are out-of-stock in-store, online. Additionally the store will also feature click-and-collect and two-hour same-day delivery across Central London.

Using Adyen’s platform, Mulberry will also be able to offer overseas shoppers their preferred local payment methods.

“I’m excited to be opening our new global flagship at 100 Regent Street where we have created a rich and vibrant store concept that brings to life all the elements of British landscape and architecture that inspire us,” said Johnny Coca, the brand’s creative director. “The pace and energy of Regent Street captures the spirit of Mulberry and is the perfect setting to unveil this new chapter of our brand.”

In celebration of the launch and London Fashion Week commencing, Coca and Stephanie Phair, chairman of the BFC, will be co-hosting a supper club this Friday (September 14).

On Saturday (September 15), the brand is inviting customers in-store to enjoy cocktails and become a #MulberryMuse for the AW18 campaign through a bespoke interactive studio that creates customized portraits that are played onto the store windows.

The London flagship launch comes following Mulberry’s major push in Asia earlier this month, through a four-day event in Seoul called “Mulberry x Seoul”. The initiative featured a series of events including a runway show at the K Museum of Contemporary Art showcasing the AW 18/19 collection, which was also broadcast live across social media.

Mulberry’s new London flagship

For the remaining days the same venue also hosted a gala, while customers could further discover the brand through a pop-up store, a selfie studio and films. The initiative also gave brand fans the chance to win gifts and buy a limited edition handbag, which was only available in Korea for two weeks.

“Korea was the second [biggest] country in terms of revenue so it was important to be part of that expansion and to communicate more about the brand and its heritage to the Korean customer,” said Mulberry’s creative director Johnny Coca about the event.

Luxury labels are increasingly looking to diversify their storytelling strategies, and over the past few years this has included taking the brand on the road to markets it has a solid customer base, or a huge potential in. Last week, Tommy Hilfiger hosted its Tommy Now runway event in Shanghai, China. The event acted as an anchor to a content ecosystem that helps customers – who are often new to the brand – better understand its DNA. This strategy and more was the subject of our latest episode of TheCurrent Innovators podcast, featuring Tommy’s chief brand officer, Avery Baker.

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