Burberry CEO demands surprise that stays true to brand roots

In the United States, during the National Retail Federation's (NRF) Big Show, Burberry's CEO Joshua Shulman highlighted the significance of authenticity in the luxury brand's revival efforts. Taking charge of Burberry amid declining sales and profitability, Shulman recognized the opportunity to reassess the brand's approach by focusing on its core customers and product lines. His emphasis on authenticity aims to steer the brand back on course, as Burberry had reportedly lost touch with its key customer segments and created an unfamiliar brand impression in recent times. As part of a strategic reset called Burberry Forward implemented late last year, the luxury brand aims to reconnect with its original purpose while celebrating its strengths in outerwear and scarf offerings. This plan includes a focus on core product categories to enhance customer satisfaction. Despite speculation about a potential downward shift in pricing, Schulman clarified the brand's intent to cover a range of luxury prices, ensuring a diverse appeal to numerous luxury consumers. The balance of 'magic and logic' is also crucial, as Schulman believes successful brand evolution should evoke positive feelings while maintaining the essence of what customers have always loved about the brand. Additionally, Schulman shared an anecdote about hip-hop artist A$AP Rocky wearing a classic Burberry scarf, noting the organic connection to the brand's heritage that was created without a paid collaboration. This embodiment of authenticity exemplifies the desire for brands to evolve while remaining true to their foundational values.