Mulberry has decided to harmonize the prices of its leather goods for customers, whether they’re shopping online or offline in Shanghai, London or Los Angeles. The brand began rolling out global pricing last year with the launch of its collaboration with Acne Studios, and continued in that vein with the ecoconscious M Collection that was introduced earlier this year. The new, standard pricing will be achieved by bringing international stickers in line with UK ones, inclusive of any local sales taxes, VAT or duties.
The rollout will begin with the leather goods categories, which account for approximately 90 percent of the brand’s revenues, with further categories to follow. Global prices for leather goods will be in place by the end of April.
The shift is facilitated by the fact that some 95 percent of Mulberry’s sales are direct-to-consumer via its omnichannel business model. Mulberry’s move is unusual as luxury and high-end brands are often cagey with their pricing strategies, tweaking them quietly and regularly to compensate for exchange rate fluctuations, duties and travel patterns.
