What is Burberry's strategy to boost sales?

Burberry is focusing on the global appeal of British style, particularly country wear and trench coats, while also targeting younger consumers and adjusting prices.

How is celebrity endorsement impacting Burberry?

Celebrities like Claudia Winkleman wearing Burberry's UK-inspired punk-twist style are increasing brand visibility and contributing to its positive share performance.

What are investor expectations for Burberry's trading figures?

Investors anticipate flat sales but an improved quality of sales, with a close watch on the success of the CEO's turnaround strategy and market trends.

Home / Business and Economy / Burberry Bets on Britishness for Sales Comeback

Burberry Bets on Britishness for Sales Comeback

18 Jan

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Summary

Burberry eyes sales boost from the global appeal of British style.
Celebrity endorsements and focus on outerwear drive share growth.
Investors anticipate improved sales quality and strategy success.

Burberry Bets on Britishness for Sales Comeback

Burberry is strategically leveraging the growing global appreciation for 'Britishness' to revitalize its sales performance. The fashion house believes the UK's unique blend of tradition and contemporary flair is becoming a universal language, resonating with international consumers. This focus on distinctive British style, particularly outerwear and trench coats, is already showing positive results, evidenced by a significant 27% increase in the company's share price over the last year.

The brand has also seen a surge in visibility through its adoption by celebrities, including Traitors host Claudia Winkleman, whose style embodies a punk-infused take on UK country wear. As Burberry prepares to release its trading figures for the final quarter of 2025, investors are anticipating an optimistic outlook. Analysts project flat sales of £658 million for the period, but anticipate a notable improvement in the 'quality' of these sales.