Mulberry Enters into Secoo Platform, Launching Limited Products to Express Love for Chinese Valentine’s Day (The Qixi Festival, also known as the Qiqiao Festival, 2018 date: 17 August). The limited-edition bag is exclusively available in Mulberry’s Greater China stores as well as on Secoo.
The British luxury brand Mulberry, the largest manufacturer of luxury leather goods in the United Kingdom, celebrated its love for Chinese Valentine’s Day with a limited-edition ‘Amberley’ bag exclusively available in Greater China via the Secoo online platform, the first luxury e-commerce platform to be listed on US stock market. Secoo will also be the exclusive online platform to bring the limited-edition Amberley to Chinese consumers. Secoo also provides luxury products identification and industrial authentication to ensure the 100%
Besides the official online store, online cooperation with Secoo is also a new attempt for Mulberry. The company follows an apprenticeship program to train students in leather goods manufacturing.
The Mulberry Amberley gets its ring hardware and satchel shape from traditional equestrian styling.
Launching the exclusive Amberley bag is the first time for Mulberry to design a limited edition for Chinese Valentine’s Day. The festival has variously been called the Double Seventh Festival, the Chinese Valentine’s Day, the Night
of Sevens, or the Magpie Festival.
This new edition to the best-selling Amberley collection is “perfectly petite,” redefining femininity with a bolder, more playful and glamorous touch. The Amberley is finished with one of Mulberry’s hardware signatures, the equestrian-inspired Rider’s Lock.
Inspired by British countryside pursuits, the Small Amberley Satchel was designed to be worn on the shoulder or hands-free across the body, with its shape and hardware borrowed from equestrian styling.”The geometrical Rider’s Lock closure is also a reinterpretation of our iconic Postman’s Lock – a bold and modern signature for this new collection,” says Mulberry.
Mulberry to enhance the in-store customer experience
The British luxury brand has selected the Tulip mobility platform to further enhance the high-end brand’s in-store customer experience. Tulip will provide Mulberry’s sales associates access to the complete extended digital product catalogue with a single view of stock across the business, support for advanced customer engagement and clienteling, and the latest in mobile, iPad-powered point of sale.