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Does Burberry Have the Wrong Strategy?

The British trench coat maker’s latest revamp has faltered. Some point to executional errors, but Burberry may need to rethink its strategy and become a ‘British Coach,’ writes Luca Solca.
Models walking down a runway
Burberry has continued to underperform its peers, because it has yet to convince the market that its strategy to move upmarket will bear fruit. (Getty Images)
By
BoF PROFESSIONAL

Burberry’s latest revamp has faltered. Sales dropped 12 percent in the first three months of 2024. The British trench coat maker isn’t the only luxury player that’s struggling in a cooling luxury market, of course. Gucci’s sales fell 20 percent in the first quarter. But Burberry’s poor performance has ratcheted up the pressure on those piloting its long-awaited turnaround to deliver results.

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Further Reading

Is Burberry a Victim of Its Own Strategy?

After a decade of turnaround attempts, the British trenchcoat maker’s efforts to thrive as a top luxury player continue to falter. The brand needs more accessible prices and marketing — and quick.

Taking Stock of the Burberry Reboot

The British luxury brand’s quarterly results were disappointing, but we have yet to see the full potential of the new business and creative vision take hold, writes Imran Amed.

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