A few months ago, rumors were finally confirmed that Johnny Coca, the director of accessories design of the original C e line, will formally switch to Mulberry in July 8th of next year to be the creative director of Mulberry. Previously, Coca was responsible for the design of leather goods, shoe tracks, hard accessories, jewelry and sunglasses at C e line.

For Mulberry, this may be an opportunity to reverse the decline. The company has been away from the last creative director, Emma Hill, for 18 months. It has been two years since its sales increased by 62%. During the period, the position of creative director was always vacant, and the performance of earnings was disappointing.

Now, Mulberry is trying to make Johnny Coca lead the brand back to the scenery on women's leather products.

As a designer, Johnny Coca's design talent is reflected in those women's leather products that can drive higher profits. Over the past ten years, a series of handbags and shoes designed by C line have been popular. These styles are now the most popular "Shanzhai" objects; the trapeze series handbags designed by him and C line creative director Phoebe have become the symbol of C line.

and Mulberry Then, after the last Emma Hill left, he gradually lost the "coolness". During the six years of Hill, the British Designer Mulberry created the brand in the fashion industry in the most prosperous period. The retro postman bag, designed by actress Alexa Chung, is popular and popular among fashion people. In the 2012 fiscal year, Mulberry revenue grew by 38% compared to the same period last year, and the pre tax profit increased by 54% over the same period.

But in 2013, Emma Hill Leaving from Mulberry. It is widely believed that the new CEO Bruno Guillon has caused Hill's dissatisfaction with the brand's high price strategy, which has become an important reason for her decision to leave.

At the end of March this year, Guilon resigned because of Mulberry's poor performance. Mulberry's former CEO and non-executive chairman Godfrey Davis regained power and decided to return to the low price strategy.

In October, Mulberry released its first half financial year report showing that the group's sales revenue fell by 17%, the fourth profit warning issued by the group this year.