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Stakeholder Map

Understanding the views, values and ideas of all our stakeholders is critical to our success. At Burberry, we seek to foster open and constructive dialogue with our customers, employees, partners, shareholders and communities in which we operate, drawing on a range of techniques and media to do so. The Board receives updates and provides input on these activities where relevant, supported by deep dives on significant projects.


Consumer insights:

We undertake extensive qualitative and quantitative research into the luxury fashion consumer to ensure we continue to inspire and excite them.

Customer service:

We provide customer assistance 24 hours, seven days a week in 14 languages across many mediums, including phone, email, social media and live online chat.

Personalised services: 

We offer customised omnichannel services across the Burberry app, website, email and in stores, enriching how our customers experience our brand.

Customer analytics:

Using data from our own customer feedback and text analytics, we build a comprehensive understanding of our customer needs and demands, ensuring that our decisions are data-informed and customer-centric.


Engagement survey: 

Our first global annual survey took place in FY 2017/18 with a 88% response rate. This was supported by Company-wide engagement on results, sharing of priorities, action-planning and the opportunity to feedback on plans.


We send weekly updates to our sales associates on operational and business critical information, and deliver monthly drops of inspiring product-related content. 

Innovative programmes:

In 2018 we launched new engagement programmes including Burberry Disrupted, a cross-functional problem-solving day, and B Innovative, a programme of inspiring talks given by industry experts. 


We celebrate exceptional employee contributions, nominated and voted for by employees at our annual internal Icon Awards.


We communicate our strategy and progress regularly through bi-weekly updates, monthly drop-in sessions with leaders, and quarterly Q&A sessions with the CEO, as well as videos from our senior leadership team and podcasts about our people.

Burberry World: 

We use our Company-wide online social, interactive platform to share news, key information, significant brand events, Company announcements and support for day-to-day working.


Ongoing engagement: 

Members of our senior management and Investor Relations team held over 350 meetings with investors in FY 2017/18.

Board engagement:

The Board receives monthly updates on  Investor Relations and our Chairman, Senior Independent Director and Chair of the Remuneration Committee maintain regular  dialogue with our investors.

Reporting to shareholders: 

We endeavour to provide a holistic and engaging review of the performance of the business and our strategy within all of our communications.

Perception gauge: 

The Board engages an independent third party to audit our major shareholders and gauge investor perception.


We broadcast live webcasts of our Preliminary and Interim results presentations and audiocast our trading update.

Annual General Meeting (AGM): 

Our 2017 AGM was well attended with all resolutions passed.


Sustainability collaborations: 

Together with industry peers, NGOs and business partners, we seek to establish long-term solutions and promote wider industry change; examples include our partnerships with the Zero Discharge of Hazardous Chemicals (ZDHC) Foundation, the Ethical Trading Initiative (ETI), the Leather Working Group (LWG), the Better Cotton Initiative (BCI) and the Sustainable Fibre Alliance (SFA).


Where pertinent, we collaborate with the UK government on key initiatives - for example as a founding member of the Business Against Slavery forum, chaired by the Home Secretary.


We maintain close working relationships through monthly and weekly updates to understand product performance, evaluate stock levels, review order books and address any questions or concerns.


We hold regular meetings and reviews with our licence partners, covering financial results, brand direction, marketing strategy and merchandising development.

Burberry’s Responsibility Advisory Committee: 

In 2013, we set up a group of external, independent experts from the NGO, social enterprise and academic sectors to hear progress updates, comment on draft strategies and generally challenge and support Burberry’s responsibility agenda four times a year.

Supply chain partners: 

We collaborate with members of our supply chain to drive social and environmental improvements at  the raw material sourcing and manufacturing stages, supporting our 2022 Responsibility goal of  driving positive change through 100% of our product.


Burberry apprentices: 

We offer young people training opportunities in traditional craftsmanship, luxury retailing and business operations, helping them to develop key skills, confidence and experience to build careers in the creative industries and beyond.

Career inspiration: 

We work with schools in Greater London and Yorkshire to increase access to the creative industries and inspire young people through in-school workshops, inspiration days and work experience weeks at Burberry.

Employee volunteering: 

We encourage employees to dedicate up to three working days a year to volunteering in their local community.

Financial support: 

Each year we donate 1% of Group adjusted profit before tax to charitable causes worldwide, including disaster relief support, scholarships and sponsorships, with a significant proportion going to the Burberry Foundation.

Burberry Foundation partnerships: 

We support the Burberry Foundation (UK registered charity number 1154468) in creating long-term partnerships that fuel innovation and transform communities, addressing key social and environmental priorities while focusing on tackling the causes as well as treating the symptoms.

In-kind donations: 

Our donations range from raw materials used to assist young people on creative courses, to gifts of smart business clothing for people enrolled in employability programmes.