Pre-loved is the ideal starting point for Mulberry digital project
Leathergoods brand Mulberry has said it chose to begin a project to connect all products digitally with its collection of pre-owned bags, Mulberry Exchange, because buyers of those bags have a particular interest in knowing about the back-story of the second-hand products they are investing in.
The UK-based brand has committed to providing digital ID for all of its products by 2025. It announced this initial project, in partnership with technology provider EON, on June 8.
Digital technology powered by EON will allow buyers of Mulberry Exchange bags to have certainty that the products are authentic and to have access to what the leathergoods brand has called “a digital log-book” of its history.
People who buy Mulberry Exchange products “are interested in knowing more about the history of the pre-loved bags they have purchased,” the brand has told leatherbiz.
The company runs a service centre for restoring no-longer-wanted bags and add them to the Mulberry Exchange programme. The same team carries out repairs on bags that customers do want to keep and the brand will offer these customers the chance to opt into the digital ID programme.
But it said: “Preloved is the ideal starting point as it closes the loop and provides a narrative for products in our circular economy.”
