Burberry's Turnaround: A New Hope for the Luxury Fashion House

Embattled fashion house Burberry has unveiled a massive overhaul, sending its shares soaring to an all-time high. The British luxury brand, known for its iconic trench coats and checkered patterns, has been facing challenges in recent years, but its new CEO, Joshua Schulman, is determined to turn the company around. This article explores Burberry's turnaround plan, its impact on the luxury fashion market, and the potential for future growth.

Burberry's recent struggles have been well-documented, with a 20% drop in comparable retail sales and operating losses of £41 million in the first half of the fiscal year. The company has also been grappling with a series of leadership changes and a failed attempt to reposition itself as a high-end luxury brand. However, Schulman's appointment as CEO in July has brought a renewed sense of optimism to the company.

The new CEO has wasted no time in implementing a comprehensive turnaround strategy, dubbed "Burberry Forward." The plan aims to address the company's shortcomings and refocus on its core strengths. Schulman has admitted that the company's recent underperformance stemmed from inconsistent brand execution and a lack of focus on its core outerwear category and customer segments. To rectify this, Burberry plans to cut costs by £40 million annually, with £25 million of those savings to be implemented in the current fiscal year.

Burberry's cost-cutting measures are part of a broader strategy to stabilize the business and position the company for a return to sustainable, profitable growth. The company is also looking to hit a £3 billion revenue target, although it hasn't provided a clear timeframe for achieving this goal. In addition to cost-cutting, Burberry is refocusing on its core products, such as outerwear and scarves, and reinforcing its British heritage.

To support the turnaround, Schulman has bolstered Burberry's leadership team by appointing new managers in marketing, product merchandising, and planning, particularly in key regions like the Americas. The company is also launching new experiential retail concepts, such as "scarf bars," to reengage customers with its heritage and core products. This strategic shift, combined with cost-cutting measures and a focus on core products, could help Burberry achieve its revenue target and rebuild margins.

Burberry's turnaround plan has been met with a positive response from investors, with the company's shares jumping by as much as more than 22% on the back of the announcement. Analysts have also expressed optimism about the company's renewed focus on its core offerings and British heritage. However, the success of the turnaround plan will depend on Burberry's ability to execute its strategy and adapt to the ever-changing luxury fashion market.


In conclusion, Burberry's turnaround plan represents a new hope for the embattled luxury fashion house. The company's refocus on its core strengths, cost-cutting measures, and renewed leadership have sent its shares soaring to an all-time high. While the future remains uncertain, Burberry's turnaround plan offers a glimmer of hope for investors and fashion enthusiasts alike. As the company continues to execute its strategy, all eyes will be on Schulman and his team to see if they can successfully navigate the challenges facing the luxury fashion market and return Burberry to its former glory.