Mulberry: Timeless Classic Concepts

Mulberry Cupcakes

Mood Board

I like the idea of having cupcakes that will represent new collections such as the 'Willow Collection'. As the brand Mulberry is a very classic brand and has exclusivity along with having that element of being a timeless product. I think cupcakes are a good mix to the phrase timeless classic as they are a fashion statement themselves.

You could have the cupcakes match the collections i.e. colours, so with the 'Willow Collection' the pastel colours could be the icing. The cupcakes could come in specialised cases with Mulberry written on them or the name of the collection. The bag collection have names i.e. Lily or Eliza the cupcakes could have a specialised name?

The cupcakes could be sold in the places that the collection is sold so Selfridges would sell them and then like the three shops that sell specialised exclusive bags they could sell a special cupcake for those who buy that type of bag.

Names:

Classic cupcake collection
The cupcake collection
Willow cupcakes
Bay cupcakes (after the bayswater bag)

Iv been looking at different cupcake stores and what they sell here are some of the places:

The hummingbird Bakery: http://hummingbirdbakery.com/order/cakes/vanilla-cupcake-cake/
Peggy's Cupcakes: http://www.peggyscupcakes.co.uk/

Mulberry Dolls

The idea of having a 'Classic Mulberry Doll' and this kinda fits in with the idea of a timeless classic and the fact they never go out of fashion. Like the cupcake idea I like the thought of the dolls representing the new collection like the 'Willow Collection' as I think they can become statement pieces themselves and could bring in a new cliental such as younger children or for those who collect them.

Mood Board

I like the idea of a rag doll as they are very old fashioned and have developed over the generations. I think this could be a nice edition to the brand.

Mood Board

When I think of dolls I think of Barbie dolls as they are such an iconic doll and most girls/women have or had them. Over the years the look of barbie have changed but not the idea of her which again fits in with Mulberry. Like the doll featured in the Grace Kelly doll (blue dress) it would be a nice idea to have iconic stars made into barbie dolls to be sold in store.

Mulberry Interior

Another idea is having Mulberry go into interior design, as this is also a fashion statement, people work hard to get there homes looking good. The idea is to have the a separate home store like 'Next Home Department' as they are originally a clothes shop as well. Mulberry would sell old fashion furniture with a modern twist simply because over the years people have changed the idea of the classic old tradition decor to fit the new century.

These examples have are the things that could be sold, as they've started to become more fashionable, especially the beds and the chandeliers. I think this could be a good direction for the brand to go into as it connects to the timeless classic idea.

Along with furniture the new direction could go into wallpaper and carpets or rugs. As this is all part of the interior aspect.

Here are some of the examples of rooms that include wallpaper, carpet and rugs.
Thinking back to the stereotypical people that shop at Mulberry, the wealthy women, they might live in a house that is of similar deco so this could work with this typical audience.

Rachel Ashwell, Shabby Chic: http://www.shabbychic.com/

Shabby chic is that idea of simple living and the worn out look that almost feels like a Italian approach. Looking up the word shabby chic the website above came up that showed Rachel Ashwell's website of interior design.

appreciation for what is used, well-loved, and worn, it is a respect for natural evolution and a regard for what is easy and sensible

This is almost true about Mulberry as the bags especially are made to last and to be loved but also to be easy and sensible. So this could be something to think about for the new idea.

She as interior designer founded shabby chic in 1989 on the philosophy of beauty, comfort and function, which again can relate to Mulberry. She has many store across the world such as New York and London, which have a variety of bedding and home accessories such as furniture and vintage items.

“As both a mother and the creator of the Shabby Chic brand, my thoughts about decorating are that a home can be truly lived in and still be lovely. I believe in cozy relaxed settings where kids are free to put their feet on the sofa and guests can place their cups on the coffee table without a care. For me, the secret to living well is to surround myself with beautiful things that are practical and deliciously comfortable. Said By Rachel Ashwell

Images from her website

House of Fraser: The brand is located in the House of Fraser in the UK also,

http://www.houseoffraser.co.uk/Shabby+Chic+Furniture/BRAND_SHABBY%20CHIC_514,default,sc.html&redirectQuery=shabby%20chic

Images from House a Fraser website

House of Fraser images

After finding out that the 'Shabby Chic' line appeared in House of Fraser I went to have a look in the store and look how the furniture was set out. Also online you dont really get the feel for the brand so it was a good idea to look at it in person.

Here are some examples of the show room for 'Shabby Chic'.