It is no secret that many companies are struggling to see growth in this current economic landscape. This is particularly true for luxury brands and many have announced price hikes in recent months.
However, as we know, everything is cyclical and it’s all about surviving the current storm. With the recent unfortunate news that Burberry is slashing its workforce, what is next for the iconic British brand?
What’s Happening At Burberry?
Burberry’s CEO, Joshua Schulman is executing a new strategy named ‘Burberry Forward’, which was unveiled in November 2024.
This strategy will involve focusing on the brand’s hero products. This includes outerwear and scarves, the products that align most with Burberry’s identity as well as British needs (for the weather, for example). It will therefore mean cutting back prices for secondary items such as leather goods.
With many luxury brands at the moment sales have dropped across the board. This is a reflection of the current state of the global economy, which has been a struggle for many luxury brands to see growth.
The Burberry Image
A Brief History
Founded in 1856 by Thomas Burberry, Burberry began as a practical outfitter for outdoor attire, best known for inventing gabardine–a weatherproof fabric that revolutionized rainwear. Its image as a luxury British brand was cemented during World War I when it designed the now-iconic trench coat for soldiers.
The brand’s visual identity became strongly linked to British heritage, especially through its signature check pattern introduced in the 1920s as a trench coat lining. Over time, the beige, black, white, and red plaid became synonymous with Burberry.
By the early 2000s, the Burberry check became overexposed in the UK, leading to a diluted brand image. In response, Burberry underwent a major rebrand under creative leads like Christopher Bailey and Riccardo Tisci, refocusing on craftsmanship, heritage, and modern luxury.
However, it could be argued that some nostalgia for the early 2000s means that customers would like to see a return to that classic Burberry look. But, how does Burberry achieve this without alienating its customer base?
Burberry Now
If you’ve been following Burberry on any social media platforms, you may have seen their recent campaigns. The brand’s DNA is cemented in the idea of ‘Britishness’ and all that it encompasses, representing the diverse identities of Great Britain.
Part of Burberry’s new strategy is to bring back a sense of identity to Burberry that has perhaps been lost over the last few years. The brand is looking to put its core customer first and be more relatable to its customers.
Recent campaigns have championed Burberry’s British roots. Incorporating themes such as British weather and London life, the ‘It’s Always Burberry Weather: London in Love’ campaign echoes the brand’s latest strategy with ease. The campaign features celebrities such as Kate Winslett, Aimee Lou Wood, and Richard E. Grant.
Romanticizing rain plays perfectly to the ‘Burberry Forward’ strategy and honing in on outerwear. The cohesion between this strategy and campaign shows Burberry’s mission is already at play.
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