Vogue Arabia’s [IG] November 2024 issue lends a hand to Burberry [IG] designer Daniel Lee in this ‘classic’ photo shoot with plenty of plaid.

Models Jimai Hoth and Renda G are styled by Natalie Westernoff in images by Menelik Puryear [IG]. / Hair by Chloe Frieda; makeup by Chantal Amari

Burberry’s Urgent ‘Course Correct’

Business press describes the situation at Burberry as ‘urgent’ and so does Burberry’s new CEO Joshua Schulman. The new leader says the brand is undergoing an urgent ‘course correct’, as revenue plummets 22% in the latest six months ending in September 2024 financial reporting to investors.

There is wide concensus that Burberry’s ‘brand elevation’ — aka raising prices into Louis Vuitton territory — has backfired. Schulman is much more focused on Burberry’s heritage roots — honored by LVMH brands like Dior moreso than Burberry itself.

Burberry reclaiming its own DNA, will change effective immediately.

As part of a return to its roots — and history of selling excellent outerwear — is a campaign ‘It’s Always Burberry Weather’ featured here on the Burberry website. The concept is a good one. Execution? Hmmm. But then it’s all about the coats, so . . .

Today’s Burberry fashion story in Vogue Arabia makes sense. The two consumer culture realms have quite a good understanding of each other — the good, the bad and the ugly.

To talk about the Burberry situation is similar to speaking about Gucci. It’s not about words, but a strategy that appeals to customers. We can all pontificate, but Burberry — like Gucci — needs to adopt a course of action that has short-term, verifiable milestones.

Those words need real meaning and not be speed-marketing lip service in a dire situation. The main course menu for your luxury sector competitors may not be one you can pull off anywhere but in your brand management’s own dreams.

Both Burberry and Gucci are way beyond that point of misguided daydreaming. At least Burberry seems to recognize their mistake, which is step one in course correction. ~ Anne