Burberry’s Revival Strategy at London Fashion Week: What’s Changing Under Joshua Schulman
Introduction
In September 2025, Burberry’s runway show at London Fashion Week marked a pivotal moment in the brand’s strategic revival. Under the leadership of CEO Joshua Schulman, who took the helm in July 2024, Burberry is undergoing a transformation aimed at re-establishing its position as a global luxury icon. This article delves into the key elements of Burberry’s revival strategy, examining the shifts in creative direction, marketing, operations, and financial performance.
Leadership Transition and Strategic Shift
Joshua Schulman succeeded Jonathan Akeroyd as CEO of Burberry in July 2024. Akeroyd, who had been instrumental in appointing Daniel Lee as Chief Creative Officer, emphasized a contemporary British identity during his tenure. However, Schulman identified a need to move away from what he termed a “niche aesthetic” and refocus on classic British heritage elements that resonate with a broader global audience (Reuters).
Creative Direction Under Daniel Lee
Daniel Lee, appointed as Chief Creative Officer in 2022, has played a crucial role in reimagining Burberry’s design language. The Fall/Winter 2025 collection, showcased at Tate Britain during London Fashion Week, exemplified this new direction. The collection featured a blend of traditional British elements, such as trench coats and equestrian-inspired accessories, with modern silhouettes and materials. This approach aimed to balance heritage with contemporary appeal, aligning with Schulman’s vision for the brand (AInvest).
Marketing and Brand Positioning
Under Schulman’s leadership, Burberry has overhauled its marketing strategy to project a version of Britishness that resonates globally. The brand has enlisted prominent British figures, including Olivia Colman and Liam Gallagher, as ambassadors, and has aligned itself with cultural events like the Glastonbury Festival. This shift aims to enhance Burberry’s visibility and relevance in key markets, particularly in Asia and the United States (Reuters).
Operational Restructuring and Cost-Cutting Measures
To streamline operations and improve profitability, Burberry announced plans to cut approximately 1,700 jobs, about 18% of its global workforce, by 2027. This restructuring is part of a broader cost-cutting initiative aimed at achieving annual savings of £100 million. Despite these reductions, Burberry has committed to maintaining its UK manufacturing base, particularly for its iconic trench coats, underscoring the importance of heritage in its brand identity (Financial Times).
Financial Performance and Market Response
Since Schulman’s appointment, Burberry’s share price has risen by 50%, indicating positive investor sentiment. While the company reported a 1% year-over-year decline in like-for-like sales, this marks a significant improvement compared to seven consecutive quarters of declining sales prior to his tenure. Analysts anticipate a return to growth, particularly in the crucial autumn and winter months, as the brand’s renewed focus on heritage and operational efficiency begins to yield results (Reuters).
Case Study 1: Return to British Heritage
Burberry’s Fall/Winter 2025 collection, presented at Tate Britain, marked a significant departure from previous designs. The collection emphasized classic British elements such as trench coats, tweed, and equestrian-inspired accessories. Creative Director Daniel Lee drew inspiration from British stately homes and landscapes, reinterpreting these influences into modern, wearable silhouettes. This approach aligns with CEO Joshua Schulman’s vision of broadcasting a more relatable version of Britishness, moving away from what he described as a “niche aesthetic” (Reuters).
Case Study 2: Strategic Marketing Overhaul
In addition to design changes, Burberry has revamped its marketing strategy to resonate with a global audience. The brand has enlisted prominent British figures, including Olivia Colman and Liam Gallagher, as ambassadors. Furthermore, Burberry has aligned itself with cultural events like the Glastonbury Festival, integrating its products into significant cultural moments. This strategic marketing overhaul aims to enhance Burberry’s visibility and relevance in key markets (The Business of Fashion).
Case Study 3: Operational Restructuring
To streamline operations and improve profitability, Burberry announced plans to cut approximately 1,700 jobs, about 18% of its global workforce, by 2027. This restructuring is part of a broader cost-cutting initiative aimed at achieving annual savings of £100 million. Despite these reductions, Burberry has committed to maintaining its UK manufacturing base, particularly for its iconic trench coats, underscoring the importance of heritage in its brand identity (AInvest).
Industry Comments and Analysis
Industry experts have noted the significance of Burberry’s strategic shift. The Financial Analyst highlighted that Burberry’s renewed emphasis on British identity and core categories like outerwear has resonated with both domestic and international audiences. The report also noted that the company’s 20% workforce reduction and streamlined supply chain have already improved margins (AInvest).
Fashion critic Cathy Horyn observed that Burberry’s Fall/Winter 2025 collection demonstrated a return to the brand’s roots, with a focus on classic British style elements. She noted that the collection’s sophistication and elegance reflected a thoughtful reinterpretation of Burberry’s heritage (The Cut).
Examples of Heritage-Inspired Designs
The Fall/Winter 2025 collection featured several designs that exemplified Burberry’s return to its heritage:
- Trench Coats: The iconic Burberry trench coat was reimagined with modern silhouettes while retaining its classic elements, such as the double-breasted design and belted waist.
- Tweed and Plaid: Traditional British fabrics like tweed and plaid were incorporated into contemporary designs, bridging the gap between heritage and modernity.
- Equestrian Accessories: Accessories inspired by British equestrian culture, such as riding boots and saddle bags, were featured, reinforcing the brand’s British identity.
Conclusion
Burberry’s revival strategy, as showcased at London Fashion Week 2025, reflects a deliberate effort to reconnect with its British heritage while appealing to a global audience. Through strategic design, marketing, and operational changes, Burberry aims to re-establish itself as a leading luxury brand. The brand’s focus on classic British elements, combined with modern interpretations, positions it to navigate the evolving luxury fashion landscape successfully.