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Strategy

In the last three years, we have transformed our business and built a new Burberry, anchored firmly in luxury. We have revitalised our brand image, renewed our product offer and elevated our customer experience, while making further progress on our ambitious social and environmental agenda. In spite of COVID-19, we completed our objectives for the period and delivered a strong set of results in FY 2020/21.

STRATEGY OUTLOOK

Having successfully executed Burberry’s transformation and established a strong foundation, in this next chapter, we will leverage our unique brand to deliver sustainable, high-quality growth, while continuing to be a force for good in the world.

Now more than ever, consumers, particularly younger ones, are seeking emotional connections with brands.

Our ambition is to excite and inspire the Fashion Vanguard, fostering a strong Burberry community.

We will strengthen the emotional connection with purposeful, authentic luxury storytelling, while leveraging our strong network of communities and influencers to amplify our brand. Above all, we will maintain a firm focus on our purpose in order to differentiate Burberry from its peers.

Our vision is to leverage the strong luxury offer we have built over the past few years, maintaining focus and innovation around our anchors of outerwear and leather goods. Within leather goods, having transformed our women’s architecture, we will continue to deliver newness and relevance while establishing key shapes within the men’s offer. In outerwear, we will build desire through fabric innovation as well as elevation of product.

We will further elevate our ready-to-wear collections by developing a strong position in everyday luxury pieces.

Additionally, we will increase our focus on shoes, which is a strong category for customer recruitment. 

In the last three years we have elevated our store network so that it is aligned to our luxury positioning. In this phase we will continue to transform our direct-to-consumer channels to create a luxury truly omnichannel experience that will both attract customers to the brand and ensure their ongoing engagement with us. In the next phase we will focus on five key actions:

  1. Rolling out our new store concept
  2. Focusing on local customers
  3. Accelerating store performance
  4. Taking a lead in omnichannel, building on our pioneering Social Retail concept
  5. Supercharge digital sales