Mulberry have, today, announced Johnny Coca as their new Creative Director. The brand is hoping this move will end Mulberry’s low profit margins from the last couple of years.
Many big names in the fashion industry have been linked with role at Mulberry, including Roland Mouret, Erdem and even John Galliano. This morning it was announced Johnny Coca, previously the head design director of French fashion house Céline, will be joining the brand in the summer of next year.
Coca will be replacing Emma Hill who left the position last year due to “disagreements with management over creative and operational strategy”.
In the past two years it is believed that Mulberry have lost 75 per cent of their customers and issued its fifth profit warning. The brand’s main issues can be blamed on their attempt to be more “up market” and raising their prices which has led to many of their customers feeling alienated.
Mulberry are now hoping Coca will help them win back their loyal customers as well as increase their profits.
Coca will officially be part of Mulberry as of July 8 2015 and is expected to show his first collection at London Fashion Week.