Investment Case

1. BRAND

Having transformed our brand over the past few years, our ambition is to harness our unique brand story to strengthen consumers’ love of and connection with Burberry.

We will focus on inspiring and exciting our customers through product-led content, emotive campaigns and brand activations rooted in our heritage and history of adventure and exploration.

We will adopt a highly localised approach in each market, creating unexpected, authentic and culturally relevant experiences for our communities.

2. PRODUCT

Building on the strong product transformation we have executed over the last few years, our vision is to further elevate our offering, leveraging our house codes.

Outerwear: continue to build on our legacy of innovation, further developing silhouettes and fabric diversification.

Leather goods: reinforce our pillars while delivering newness in our offering and strengthening our menswear offer.

Ready to wear: reinforce our progress in womenswear by focusing on luxury essentials, and strengthen our position in menswear by redefining modern tailoring.

Shoes: maintain growth and innovation in sneakers, a key category for customer acquisition, while broadening the category to cover all occasions, for both men and women.

3. CUSTOMER EXPERIENCE

We continue to invest in delivering an elevated customer experiences by strengthening our full-price channels.

• In mainline, we are rolling out our new store concept across our network, accelerating our plans for flagship store.
• We are driving a step change in retail productivity, focusing on high Average Unit Retail (AUR) categories, particularly outerwear and leather goods.
• We are further integrating digital and physical journeys by expanding our omnichannel capabilities, enabling more services from our stores.