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Strategy

Launched in November 2017, our strategy focuses on rooting Burberry firmly in luxury fashion. We believe that by fostering the creativity that has driven our brand since its inception, we will introduce Burberry to new customers while delighting our existing customer base. In doing so, we aim to deliver sustainable long-term value for our shareholders.

TWO PHASED TRANSFORMATION JOURNEY

BUILD THE FOUNDATION

  • Commence programme to re-energise the brand
  • Rationalise and invest to align our distribution
  • Manage creative transition

ACCELERATE AND GROW

  • Complete full brand transformation, including alignment of distribution
  • Accelerate growth

Before the outbreak of COVID-19, we were on track to move to the second phase of our transformation in FY 2020/21. While the overall strategy for Burberry remains unchanged, in the short term, we will continue to strengthen the brand, complete the product transition and adapt our strategic initiatives to address the current market environment.

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