Digital Heritage Storytelling at Mulberry

Amanda Grace Sikarskie

Business Case
Source: Bloomsbury Fashion Business Cases
DOI: 10.5040/9781474208789.038
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Abstract

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 that the luxury market is becoming increasingly aspirational as housing prices soar and purchasing power stagnates, and that younger generations seem less interested in accruing possessions than even the Gen Xers before them. In this period of flux, luxury giants on both sides of the Atlantic—such as Chanel, Dior, Gucci, Halston Heritage, Mulberry, Saint Laurent, and Versace—must prioritize safeguarding their brand loyalty and recognition. To accomplish this, these and other luxury brands are increasingly turning to the cachet of their heritage, made accessible to a new generation of consumers through digital heritage storytelling on social sites like Instagram. Some brands have a much longer heritage upon which to draw than others, however. Whereas many luxury houses were founded in the nineteenth or early twentieth centuries, British luxury brand Mulberry was founded in the 1970s. To tell the story of its comparatively brief history, Mulberry inserts itself into the longer narrative of modern British history. This case study explores and evaluates the successes and failures of luxury brands’ utilization of social media channels as a platform for digital heritage storytelling.


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