How Burberry Staged Fashion’s Fastest Comeback: Their new heritage over hype approach
Update: 2025-08-17
Description
Daniel Lee's fresh perspective wasn't transalting into sales, positioning the brand as a fading icon. Burberry has since reversed its fortunes in just twelve months under new leadership. The British heritage giant, rocked by a spring 2024 sales crash and bloated inventories, found fresh momentum under new CEO Joshua Schulman’s “Burberry Forward” plan, a back-to-basics reset that doubled savings targets, trimmed store footprints, and sharpened focus on the brand’s core superpowers. Subscribe for more Luxury Intelligence, and let us know what you think of Burberry’s revival.
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