Burberry: analysts divided on the lasting success of its relaunch

While observers agree that the iconic British luxury brand is showing signs of a positive recovery thanks to new CEO Joshua Schulman’s “Burberry Forward” plan, some are waiting to see if this will be confirmed in the coming months.

In early September, Burberry rejoined the hallowed ranks of the FTSE 100, the London Stock Exchange’s flagship index.

The effectiveness of the “Burberry Forward” recovery plan, implemented by new CEO Joshua Schulman, who arrived in mid-2024, has enabled the iconic British luxury brand to halt its decline in sales, resulting in a remarkable stock market comeback (+80% in one year).

However, not all experts agree that the future will necessarily be bright.

A judicious price reduction

The media outlet CPP-LUXURY praises Joshua Schulman’s strategy, “focused on the essence of the brand, namely outerwear, heritage, and a more accessible pricing strategy.”

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Read also > London Stock Exchange: Burberry rejoins the FTSE 100

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