Strategy

Burberry is a highly differentiated luxury brand with a unique history and heritage, and category authority in outerwear and scarves.

‘Burberry Forward’ is our strategic plan to reignite brand desire, improve performance and drive long-term value creation.

Our focus in this next phase is on reconnecting our brand with its original purpose and leveraging our strengths with a disciplined approach and a range of products to attract a broad base of luxury customers.

Burberry Forward

Timeless British Luxury
Timeless British Luxury

Juxtapose heritage and innovation across all customer touchpoints
Balance seasonal fashion messages with campaigns celebrating outerwear authority
Capture British wit and style and balance recognisable London imagery with British countryside
Lead with outerwear and earn authority in other categories
Lead with outerwear and earn authority in other categories

Align pricing with category authority
Celebrate iconic brand codes with recognisable brand signifiers
Rebalance offer with fewer, bigger investments
Align distribution with product and customer strategy
Align distribution with product and customer strategy

Increase store productivity through core category amplification
Optimise brand presence in wholesale and outlet
Improve e-commerce functionality and rebalance product assortment and styling
Reignite a high-performance culture
Reignite a high-performance culture

Drive organisational clarity
Rebuild executional discipline
Leverage data-driven decision making to complement creativity and intuition