ABOUT

The brief:
Translate Mulberry’s rich and immersive brand experience into the digital realm.

Poke’s answer:
We linked retail functionality with a luxury experience to create a digital presence as beautifully crafted as anything that Mulberry has put its iconic name to.

Nitty gritty:
Renowned for its highly crafted it-bags, Mulberry had become the sleeper success of the luxury sector. Yet, while the brand rapidly picked up a new army of fashion loving followers, was lagging behind and struggling to exude the same brand promise.

Our solution? Take everything you’d expect from a best in class e-commerce site – intuitive search and navigation, responsive design on any platform, intelligent merchandising and easy checkout. Then, inject it with a healthy dose of Mulberry’s uniquely likable British personality.

The process began by looking offline at the flagship Mulberry store on New Bond Street. Much more than just an alluring shop-front, it’s an immersive and innovative space where customers find exceptional service at each stage of their journey: from browsing, all the way through to buying and after-sales service. Unlike many luxury brands, Mulberry understood the importance of translating this successful retail approach into an equally considered e-commerce user experience. This allowed us to spread our attention across the entire estate and deliver a considered, streamlined treatment at every step of the process.

Using the fully customisable hybris e-commerce platform, the new site utilises the brand’s intimate knowledge of the craft, design and process behind each product; providing a compelling reason to trust the Mulberry site over alternative sources. While aggregator retailers standardise their product shots to level the playing field, Mulberry’s product photography now consists of multiple views inside and out of each item. This helps to inform the customer as they browse and showcases each product at its best. When shown on list pages, an intelligent scaling system helps to give vital information about the size of each bag in relation to others in the Mulberry range.

To reflect Mulberry’s famed attention to detail, countless hours have been spent ensuring every aspect of the site is beautifully considered, including the navigation and wayfinding. When a customer is ready to purchase their bag, they can now breeze through a checkout experience that’s stripped back, clearly labelled and free from potential distractions. A plethora of scenarios have been sweated over before the user journeys were further refined across multiple platforms, giving customers the best ‘retail experience’ possible.

It’s these kind of thoughtful elements that help to raise Mulberry’s web presence above the plethora of aggregator retailers also selling Mulberry products. Users can expect to find superior product knowledge, attention to detail and first class service at every point in the site – just as they would in one of Mulberry’s offline boutiques.

Charlotte O’Sullivan, Head of Online at Mulberry commented “After an extensive selection process, Mulberry chose to work with Poke London on the re-launch of Poke had an inherent understanding of the brand’s core principals and philosophy, and have a track record of delivering best-in-class digital experiences.

Throughout the design process Poke demonstrated an instinctive ability to work with us to help create an exceptional e-commerce and digital design direction for Mulberry, distilling the essence of the brand’s dedication to quality into every facet of the site.

Together, Mulberry and Poke have created a seamless e-commerce proposition, optimised for tablet, mobile and desktop, that has the customer experience at its core and showcases the Mulberry brand at its digital best.”

Acquiring a new designer handbag has become a ritual for many fashion lovers; it’s something that is saved up for and treasured. Mulberry justify the expense, by showing real belief in their product at every stage. Much like their famed bags, their digital presence is a lesson in stripped back simplicity; connecting people with exactly what they’re looking for, exactly when they want it. As a brand, Mulberry now display craftsmanship through every detail, from leather and metal through to platforms and devices.

Highlights:
- Receiving the brief in a ribbon bound, lovingly created bespoke package (how very Mulberry).
- Working with a brand that understood the importance of the small details as well as the ‘big idea.’
- Witnessing the sheer determination and tenacity of our client.
- Hanging out at the gleaming and glistening Mulberry HQ.
- Getting to have a proper play with the fully customisable hybris software.