Burberry’s recent rebrand, just five years after its last one, stems from a shift in creative direction following a leadership change. Daniel Lee took over as Creative Director from Riccardo Tisci in 2023, signaling a new phase for the brand. This rebranding reflects Burberry’s ongoing efforts to reshape its identity and regain momentum after a series of underwhelming performances.
In 2024, Burberry experienced declining financial results, with its share price continuing to fall, largely due to an unsuccessful attempt to elevate the brand under the previous leadership of Marco Gobbetti and Riccardo Tisci. The current team, led by CEO Jonathan Akeroyd and Daniel Lee, has also struggled to generate the impact needed to turn the brand around. As a result, Burberry has been making rapid changes at the top, aiming to reverse its fortunes and restore its position in the luxury market.
The appointment of Joshua Schulman as the new CEO, following a brief period of leadership changes, marks a fresh start. Schulman has already announced leadership updates, including the hiring of Jonathan Kiman from Gucci as CMO and Laura Dubin-Wander as president of Americas. These moves, aimed at rejuvenating the brand and strengthening its digital presence, reflect Schulman’s strategic focus on driving results and revitalizing Burberry’s global standing.
The luxury landscape has been brutal, and Burberry’s struggles with pricing and positioning have left it searching for a fresh identity. Schulman’s challenge is to steer the iconic British label back to relevance, even as the company braces for potential losses. It’s a moment of reckoning, where everything is on the line for this storied brand.
What makes Schulman’s approach unique is his partnership with designer Daniel Lee. Together, they’ve found common ground in their shared respect and vision for Burberry’s future. Lee, known for his creative energy, has quickly adjusted to the shifts at the top, recognizing the need for change. Their collaboration reflects a delicate balance of British craftsmanship and American retail know-how. Lee has tweaked Burberry’s runway shows to feel both imaginative and grounded, acknowledging that the brand has to evolve without losing touch with its heritage.
But the shift hasn't been without its critics. Some feel that Lee’s collections have lost the boldness and vibrancy that once made Burberry’s runway a statement. Instead, the clothes feel more commercial, more wearable—designed for everyday life rather than a luxury fantasy. Where previous leadership sought to push Burberry into a more elite space, Schulman’s vision seems more grounded in reality, focused on what people want to wear now. It’s a practical approach, but one that leaves a lingering question: can Burberry still capture the magic that made it a cultural icon?
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