How Mining the Archives Became Fashion’s Go-To Strategy

When the British handbag maker Mulberry re-released the Roxanne in September, customers were just as eager to buy the handbag as they were two decades ago.

That was no surprise to the brand, which had been tracking rising interest in the bag on Mulberry Exchange, the secondhand marketplace it operates. Between the new and vintage Roxannes, Mulberry had a cross-generational hit – a big win for a brand that has seen a steep decline in sales in recent years. The hope is that the Roxanne’s…