Burberry, the iconic British luxury brand, is making waves with its bold turnaround strategy, led by CEO Joshua Schulman and creative director Daniel Lee. The brand is set to showcase its latest collection at London Fashion Week on Monday, September 22, 2025, aiming to reinforce its British heritage and reconnect with global shoppers. With celebrity endorsements, a focus on classic designs like trench coats, and smart marketing moves, Burberry is working to reverse years of declining sales and regain its place as a leader in luxury fashion. Here’s a closer look at how Burberry is revitalizing its brand and what this means for its future.
1. A New Chapter for Burberry
Burberry has faced challenges in recent years, with sales declining due to pricing missteps and designs that drifted away from its core identity. Under Joshua Schulman, who became CEO in July 2024, the brand is undergoing a major transformation. Schulman has criticized past strategies for being too “niche” and not reflective of Burberry’s signature style. He is now steering the brand back to its roots, emphasizing timeless British designs, especially its famous trench coats and check patterns.
- Focus on British Heritage: Schulman’s strategy centers on celebrating “Britishness” in a way that appeals to global audiences. This includes highlighting Burberry’s iconic trench coats, scarves, and check patterns, which are instantly recognizable as part of the brand’s legacy.
- Marketing Overhaul: The company has revamped its marketing to make it more relatable and engaging, using social media campaigns and celebrity endorsements to reach a wider audience.
- Commercial Alignment: Schulman has also brought design and commercial teams closer together to ensure that creative decisions align with what customers want to buy.
This shift is already showing promise, with investors optimistic about Burberry’s direction under Schulman’s leadership.
2. London Fashion Week: A Key Moment
Burberry’s show, closing London Fashion Week on September 22, 2025, is a critical test for its turnaround efforts. Creative director Daniel Lee, who joined in September 2022, will present his sixth collection for the brand. This runway event is expected to showcase designs that balance Burberry’s heritage with modern appeal.
- Classic Designs Return: According to Anna Farmbrough, a portfolio manager at Ninety One, which holds Burberry shares, the new collections are “very classic, very clear heritage designs.” This is a departure from the “high fashion and quite edgy” styles of the past, which were less recognizable as Burberry.
- Celebrity Spotlight: The brand has tapped high-profile figures like Oscar winner Olivia Colman, who played Queen Elizabeth II in The Crown, and Oasis frontman Liam Gallagher to promote its British identity. These endorsements add cultural weight and help Burberry connect with diverse audiences.
- Global Attention: The brand gained international visibility when Melania Trump wore a Burberry trench coat upon arriving in London for a state visit on September 16, 2025. This moment highlighted Burberry’s status as a symbol of British luxury on a global stage.
The London Fashion Week show is a chance for Burberry to prove that its new direction resonates with both customers and investors.
3. Smart Marketing and Social Media
Burberry’s marketing under Schulman has been praised for its clever use of social media and cultural moments. Jeremy Smith, a portfolio manager at Columbia Threadneedle, noted that Burberry’s social media strategy is “very, very clever” because it can quickly shift how people perceive the brand. Key aspects of this approach include:
- Celebrity Campaigns: Featuring British icons like Olivia Colman and Liam Gallagher in campaigns ties Burberry to a sense of national pride and cultural relevance.
- Cultural Tie-Ins: Burberry has capitalized on events like the Glastonbury music festival to create buzz and connect with younger audiences.
- Global Appeal: The brand’s marketing emphasizes a version of Britishness that resonates worldwide, making its products desirable to international shoppers.
These efforts are helping Burberry rebuild its image as a timeless yet modern luxury brand, moving away from the overly niche designs of the past.
4. Signs of Financial Recovery
Burberry’s financial performance is showing early signs of improvement, giving investors hope that the turnaround is working. Here are some key indicators:
- Stock Price Surge: Since Schulman took over, Burberry’s shares have risen by 50%, reflecting investor confidence in his strategy, which includes a 20% cut to the workforce to reduce costs.
- Improving Sales: While Burberry’s like-for-like sales have been negative for the past seven quarters, the most recent quarter showed only a 1% year-on-year decline. Analysts expect sales to return to growth in the current quarter, driven by the brand’s focus on core products like trench coats and scarves.
- Critical Sales Season: The autumn and winter months are Burberry’s most important for revenue. The success of the London Fashion Week collection and holiday season sales will be crucial for proving the turnaround’s effectiveness.
Anna Farmbrough expressed optimism, saying, “You would hope that they would be able to get back to where they were historically, in terms of sales – and I think they have a very good chance, under Josh, of growing beyond that.”
5. Challenges and Speculation Around Daniel Lee
While Schulman’s leadership has been widely praised, there are questions about the future of creative director Daniel Lee. His role has evolved since Schulman’s arrival, with a stronger focus on aligning designs with commercial goals. This shift has led to speculation about how long Lee, known for his work at Bottega Veneta, will stay with Burberry.
- New Dynamic: Schulman has “normalized” the relationship between the CEO and creative director, ensuring that design decisions support the brand’s financial goals. Jeremy Smith emphasized that while the creative director is important, they “shouldn’t define the business.”
- Lee’s Track Record: Lee’s earlier designs at Burberry were criticized for being too avant-garde, but his recent collections have leaned into the brand’s heritage, which has been better received.
- Uncertainty: Industry observers are watching to see if Lee will remain in his role, especially as Schulman continues to reshape the company’s strategy.
Despite these uncertainties, the collaboration between Schulman and Lee has produced designs that align with Burberry’s renewed focus on its heritage.
6. Why This Matters for Burberry’s Future
Burberry’s turnaround is about more than just fashion—it’s about restoring the brand’s position as a global luxury leader. The focus on trench coats, scarves, and British heritage is a return to what made Burberry iconic, while modern marketing ensures it stays relevant. The London Fashion Week show is a pivotal moment to showcase this vision and build momentum for the critical holiday sales season.
- Investor Confidence: The 50% rise in Burberry’s stock price shows that investors believe in Schulman’s plan, but sustained sales growth is needed to maintain this trust.
- Global Competition: Burberry is competing with luxury giants like Gucci and Louis Vuitton, which have also faced challenges in recent years. A successful turnaround could set a blueprint for other brands.
- Cultural Impact: By leveraging British culture and celebrities, Burberry is positioning itself as a brand that resonates with both tradition and modernity, appealing to a wide range of customers.
Looking Ahead
Burberry’s appearance at London Fashion Week 2025 is more than just a runway show—it’s a chance to prove that its turnaround strategy is working. With Joshua Schulman’s leadership, Daniel Lee’s designs, and a renewed focus on British heritage, Burberry is poised to reclaim its place in the luxury market. The coming months, particularly the autumn and winter sales seasons, will be critical in determining whether Burberry can achieve sustainable growth and live up to its storied legacy.
