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Team Members:

Xiaofeng Wang
Jiaqi Hu
Yunxi Shu
Junbin Luo
Qihe Li
Leyi Chen

Keywords

• Heritage Luxury 
• Brand Consistency
• Market Penetration

Summary

Burberry is a British luxury fashion brand that was founded in 1856 in Basingstoke, UK, by Thomas Burberry (Statista, 2025). The company has been struggling with sales drop over the last couple of years however it has reported third quarter 2025 revenue and store sales growth due to the strategy shifting back to focus on the core brand’s heritage products like trench coats, scarves, and bags (Reid and Aripaka, 2026). The analysis identified such core challenges as inconsistent brand execution and diluted focus across product categories and  the risk of losing relevance among younger consumers by focusing heavily on heritage products and suggested the strategic solutions to continue implementing the “Burberry Forward” strategy, expand the entry-level leather goods and accessories, while enhancing the digital and omnichannel customer experience.