* Mulberry unveils new collection after upheaval
* Luxury brands aim to get collections to consumers quicker
* Mulberry seeking to be regarded as better value for money
By Astrid Wendlandt and Li-mei Hoang
LONDON, Feb 19 (Reuters) - Much is riding on a debutcollection from new creative director Johnny Coca for Britishfashion brand Mulberry which will be unveiled on Sunday,with shoppers able to buy some of the products within weeks in anod to changing consumer trends.
Mulberry is trying to reconnect with its roots as anupmarket British brand offering sturdy and chic handbags afteran ill-fated push into higher-priced products led to a string ofprofit warnings and the dismissal of the former executive andcreative teams.
Its first show after two turbulent years comes as fashionbrands are trying to find ways of getting clothing andaccessories to customers more quickly in different climatesaround the world.
Burberry and Tom Ford said this month they wouldstage just two fashion shows a year that would feature bothmenswear and womenswear collections -- rather than running fourshows linked to the seasons.
The move is aimed at tapping into a "see now, buy now"generation of consumers keen to purchase things straight off therunway via mobile devices.
Luxury fashion labels are firing back at fast-fashion rivalssuch as Inditex's Zara which put out clothes inspiredby luxury designers before their own more costly collections hitthe shelves and without the expense of celebrity creativedirectors and fashion shows.
"The client comes into your shop and says I have seen thisalready and for less money," Mulberry Chief Executive ThierryAndretta told Reuters.
"I think all the brands will be thinking about it," headded. "(Burberry CEO) Christopher Bailey's announcement willimpact people's thinking. But every brand will find its ownsolution."
MULBERRY'S NEW GUARD
Andretta, a fashion veteran who used to run Lanvin andLVMH's Celine, was hired last year to revive Mulberry.
His strategy is to position it as a quintessential Britishbrand that makes products offering value for money -- respondingto consumers' growing criticism of disposable fashion.
Andretta plans to stress that the brand has dozens ofcraftsmen available to repair bags, a service only a few luxurylabels offer such as Hermes and LVMH's Louis Vuitton.
Around half of Mulberry's products are made in Somerset bysome 600 skilled workers, he notes. The rest are made elsewherein Europe.
Andretta helped Mulberry hire Spanish-born designer Coca,ex-Louis Vuitton and Celine, whose new collection on Sunday isset to be a talking point of London Fashion Week.
Mulberry, known for its classic brown leather bags withlocks inspired by a postman's satchel, was founded in 1971 inSomerset, southwest England.
The brand is named after the tree which founder Roger Saulwalked past each day in the grounds of his school. Today, it is56-percent owned by Singapore billionaires Christina Ong and OngBeng Seng.
High-end luxury leather goods makers such as Mulberry facefierce competition from more accessible brands such as Furla,Longchamp and Kate Spade, that give customers the look and feelof luxury at a fraction of the price.
Mulberry lost many customers when former boss Bruno Guillon,who came from Hermes, increased the focus on higher priced bagscosting as much as 1,800 pounds ($2,575), more than doubleMulberry's core price range.
Now more than 70 percent of Mulberry's bags are priced under1,000 pounds, Andretta said. The mini Lily bag in naturalleather costs 350 pounds while bigger versions cost 650 poundswhile the best-selling Bayswater sells at 895 pounds. ($1 = 0.6992 pounds) (Writing by Astrid Wendlandt; Editing by Keith Weir)