Burberry’s high-fashion bet faltered. Now it’s back to trench coats and check

Burberry’s high-fashion bet faltered. Now it’s back to trench coats and check

After pushing too far upmarket, Burberry is returning to classic trench coats, scarves and its famous check pattern – a more accessible strategy that looks a lot like Coach’s playbook.

Burberry Hits Profit, as Turnaround Kicks In

Sales were flat in 2026, but profits improved considerably under the Burberry Forward strategy.

Year of the fire horse sees Burberry’s bet on China pay off

FTSE 100 fashion house Burberry had spooked the market with its drastic cost-cutting turnaround, but its full-year results saw the brand canter back to profit. Felix Armstrong looks at the firm’s renewed focus on Chinese consumers British luxury brand Burberry has identified a symbol of “luck and prosperity” according to its latest collection for the Chinese New Year, which has become a big deal for a company that has turned to the east to retur…

Burberry’s British Heritage Strategy Ignites Fashion Turnaround

After a challenging period marked by slowing luxury demand and questions around brand positioning, Burberry appears to be finding its footing again and at the heart of its recovery is a renewed commitment to British heritage.