Orange Syracuse Mascot Happy Holidays Christmas Shirt
“One year into Burberry Forward, my belief in this extraordinary British luxury house is stronger than ever,” CEO Joshua Schulman said at Thursday’s earnings presentation, hosted at the brand’s London HQ. “We have moved from stabilizing the business to returning to growth. I am encouraged by the signals I am seeing throughout the business, which provide initial proof points that our Burberry Forward strategy is working with our timeless British luxury expression and an improved product offering. Our brand has become more desirable; we’re attracting new customers while welcoming back existing ones, resulting in sequential improvement in customer growth.” Burberry Forward is centered on four pillars: extend the timeless British luxury brand expression across all touchpoints; improve merchandising by leading with outerwear; align the retail and e-commerce distribution with the product and customer strategy; and reignite a high-performance culture internally.Orange Syracuse Mascot Happy Holidays Christmas Shirt
The British brand marks its 170th anniversary next year. In fiscal 2026, Burberry does not expect any changes to its guidance of retail sales remaining flat. It does expect, however, to deliver annualised savings of £80 million, £24 million of which was delivered in fiscal 2025. Much of Burberry’s initial turnaround has been led by marketing, in which the brand continues to invest its cost savings. “We’re very focused on having an ROI [through marketing], and we’re pleased that the initiatives we’ve had have resonated,” said Schulman. “We are seeing a direct impact from marketing into sales. A year ago, we didn’t have the luxury to even consider [increasing marketing beyond a high-single-digit percentage of sales] given where the P&L was, and now we want to be very mindful of those opportunities.”
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