• by Sarah Mahoney , July 21, 2025

Burberry is showing signs of early progress in its turnaround, with comparable sales falling just 1% in the latest quarter — and rising 4% in the Americas. The better-than-expected results come as many luxury competitors are seeing steeper declines, suggesting that CEO Jonathan Schulman may be helping the storied British brand regain its footing.

A key part of the strategy is Burberry Forward, a transformation initiative focused on "fewer, bigger ideas" and reinforcing iconic brand codes. That includes sharper product curation, updated visual merchandising and a broader appeal to multiple luxury segments.

Schulman credits stronger marketing for helping the brand rediscover some mojo. Under the umbrella theme of “Timeless British Luxury,” the company has launched distinct monthly activations. The “High Summer” leaned into seasonal brightness, while “Highgrove,” featuring “Downton Abbey” stars Laura Carmichael and Elizabeth McGovern, was shot in the royal gardens of King Charles III and Queen Camilla. A third, “Festival,” highlights a grittier youth aesthetic, with talent including musicians Liam Gallagher and Goldie, and model/actress Cara Delevingne.

Schulman, a Los Angeles native who previously led Michael Kors and Coach, is also emphasizing in-store experience. He’s piloted a new “scarf bar” concept, which has performed well and is expanding to 200 stores by year’s end.

“We have moved from stabilizing the business to driving Burberry Forward with confidence,” Schulman says. “The improvement in our first-quarter comparable sales, strength in our core categories, and uptick in brand desirability gives us conviction in the path ahead.”

Still, macro headwinds remain. A drop in British tourism continues to impact retail traffic, and Bain’s recent analysis of the luxury sector shows a 3% decline in early 2025 spending, with an estimated 50 million consumers exiting the category.