Officials Cooper Kupp I Love Sam Darnold Shirt
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The UK has a rich fashion manufacturing heritage, but the industry stands at a crossroads — it can either adapt to the new, tariff-accelerated era of localisation and thrive, or settle for decline. The response from analysts was mixed. James Grzinic at investment bank Jefferies rated the brand as underperforming and called the turnaround a “slow burn”. Luca Solca at asset management firm Bernstein said the results appear to be a slight beat on low expectations, and anticipates that the market will take this as a positive sign (though he stressed that the ‘new’ Burberry under Schulman has yet to come to fruition). Thomas Chauvet at Citi rated Burberry stock as “buy” and said that “while patience is needed, potential rewards now outweigh the risks”, particularly thanks to the tight cost-saving programme. Adam Cochrane at Deutsche Bank’s recommendation was also “buy”, as he highlighted that Q4 performance was better than expected (comparable store sales were down 6 per cent in the fourth quarter — roughly in line with LVMH’s fashion division’s 5 per cent sales decline, but less than Kering’s 14 per cent sales drop). In November 2024, Schulman unveiled his turnaround strategy, ‘Burberry Forward’, which is centred on leaning into the categories the brand has the most authority in (outerwear and scarves) while reducing prices in areas like leather goods. Within this strategy, the brand has improved its merchandising and marketing in a bid to reach back out to its core customer, who was alienated by Burberry’s overly fashion-forward approach in recent years.Officials Cooper Kupp I Love Sam Darnold Shirt
When asked by analysts whether creative director Daniel Lee remains a good fit, Schulman affirmed his confidence in the designer and the teams surrounding him. “Sitting here today, about 10 months into my tenure [Schulman was appointed in July 2024], I couldn’t be happier with the progress that our team is making on the brand expression, and moving the brand expression from modern British luxury to timeless British luxury. Seeing the customer response to that, our brand metrics have all seen a significant improvement in the second half compared to the first half,” said Schulman, emphasising the improvements to marketing and merchandising. By region, comparable store sales in Asia-Pacific dropped 16 per cent for the full year (down 9 per cent in Q4 alone). Mainland China was down 15 per cent in 2025, Japan inched up 1 per cent (boosted by tourist spend, mainly from Chinese customers), South Korea dropped 18 per cent and South Asia-Pacific declined 28 per cent.
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