BURBERRY‘s CEO Joshua Schulman has established a strategy that focuses on the brand’s essence: outerwear, heritage, and a more accessible pricing strategy. Bucking the trend of many competitors who have chosen to increase prices post-Covid, Burberry has lowered prices in certain categories (such as small leather goods), aiming to reconnect the brand with its traditional audience and attract new consumer segments. This move has proven crucial in reviving sales and revitalizing the brand.
This strategy, combined with agile communication, blending British nostalgia with social media virality (the latest “bus auntie” campaign on TikTok has generated buzz), has already borne fruit: the stock has regained ground on the stock market (+80% in 12 months) and Burberry has returned to the FTSE 100 index.
Financial signs are also encouraging. According to a recent Barclays report, the brand is still in the early stages of its relaunch, but the trend is positive. Analysts estimate an operating profit of £27 million for the first half of 2026, a significant improvement compared to the previous year’s losses.
Growth is expected to come primarily from the Americas (an expected 4%), while Europe and Asia remain weaker. Barclays emphasizes that the transformation has only just begun and that challenges remain, such as the impact of US tariffs, but the direction is right.
Daniel Lee, meanwhile, seems to have found a balance with his creative team and the CEO’s vision. The spring-summer 2026 collection made it clear that Burberry wants to return to a sense of Britishness without constraint, bringing the trench coat, functionality, and a sophisticated yet dirty aesthetic, vibrant and rooted in pop culture, back to the forefront.
BURBERRY Spring Summer 2026
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