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Digital Heritage Storytelling at Mulberry

Fashion Business Cases : A Student Guide to Learning with Case Studies

Fairchild Books, 2021

Book chapter

...The late 2010s have shown themselves to be years of cultural and financial uncertainty, with Brexit representing the tip of the iceberg in a sea of shifting political and economic alliances. Adding to this climate is the reality...

Mulberry

Designer biography

...Luxury leather brand Mulberry was founded in England in 1971, established by Roger Saul in Somerset. Their flagship factory in Chilcompton, called the Rookery, remains Mulberry’s manufacturing base in the UK. The brand is continually...

A State of Disunion: Britishness and British Fashion

L. Alison Goodrum

Alison Goodrum is Lecturer in Fashion Theory in the department of Clothing Design and Technology at Manchester Metropolitan University, UK. Author affiliation details are correct at time of print publication.

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The National Fabric : Fashion, Britishness, Globalization

Berg Publishers, 2005

Book chapter

...Identity Crisis: Locating Britishness It is de rigeur for the British to be brooding about their national identity (Eyre 2004). The nation-state at large is said to face an uncertain future. Nowhere is this future more uncertain than...
Image
...Roger Saul’s Autumn/Winter 1993 show for Mulberry was presented at London Fashion Week. It featured casual daywear and workwear for both men and women in loose, tailored silhouettes. A range of outerwear, such as jackets, blazers...
...Learning Objectives Upon completion of this case, students should be able to: Explain compelling brand storytelling grounded in heritage Discuss how a brand story may be tied in with a larger narrative, such as a work of literature or art...
...Markus Lupfer was born in Kisslegg, Germany, in 1968. After briefly studying fashion in Treves, he moved to London in 1995 to attend the University of Westminster. His final-year collection, completed in 1997, was purchased in its entirety...

Chic Versus Geek: Locating Nation, Locating Taste

L. Alison Goodrum

Alison Goodrum is Lecturer in Fashion Theory in the department of Clothing Design and Technology at Manchester Metropolitan University, UK. Author affiliation details are correct at time of print publication.

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The National Fabric : Fashion, Britishness, Globalization

Berg Publishers, 2005

Book chapter

...Unfinished Business: Changing Times, Changing Tastes Deliberate imperfections in clothing – shredded fabrics, frayed edging, holes and ladders – signal that a trash aesthetic has gained momentumSee, for example, Winwood (1998a,b...

Who Wears the Trousers? Fashion, Nation, Gender

L. Alison Goodrum

Alison Goodrum is Lecturer in Fashion Theory in the department of Clothing Design and Technology at Manchester Metropolitan University, UK. Author affiliation details are correct at time of print publication.

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The National Fabric : Fashion, Britishness, Globalization

Berg Publishers, 2005

Book chapter

...Britishness and Blokeishness: Dichotomies of Nation According to Franklin (1996: 17), British style is widely perceived as ‘a particularly blokey look’. In this view, the British male is dressed for action, reflecting a clear imperial...

Rising Sun,Setting Trends: Exporting British Fashion

L. Alison Goodrum

Alison Goodrum is Lecturer in Fashion Theory in the department of Clothing Design and Technology at Manchester Metropolitan University, UK. Author affiliation details are correct at time of print publication.

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The National Fabric : Fashion, Britishness, Globalization

Berg Publishers, 2005

Book chapter

...Imperial Camp: Fashion and Empire Just ‘when does the “age of empire” begin and end?’ asks Driver (1993: 615), for ‘in what we might perhaps describe as the discourse of imperial campDriver offers us a further note of explanation on his use...

Mulberry at the Crossroads

Intermediate business case

...Learning Objectives Upon completion of this case, students should be able to: Consider how competing brands such as Mansur Gavriel, fast-fashion brands such as Zara, and British brands such as Burberry, The Fold, Stella McCartney...