Luxurynsight Featured in Reuters on Burberry’s Transformation

We're proud to be cited in Reuters' latest coverage of Burberry’s strategic shift.

What’s changing at Burberry?

• Heritage-led repositioning: CEO Josh Schulman’s Burberry Forward plan refocuses on outerwear icons and British DNA, while modernising the brand’s image and pricing.

• Promising signals: Since Schulman’s arrival, Burberry’s stock is up +63%, outperforming several luxury peers.

• Dual product strategy: Burberry lowered its average bag price by –9% with accessible lines like the Cotswold and Horseshoe bags, while premium outerwear grew +22%, including standout pieces like a $16,000 trench coat in China.

• Cultural relevance meets function: Campaigns like the Burberry Festival at Glastonbury merge British storytelling with climate-resilient fashion.

At Luxurynsight, we help luxury brands decode these complex shifts. Our LY Price data identified the dual play at work: boosting top-end desirability while improving accessibility.

Thank you to Reuters’ Helen Reid for featuring our insights.