Burberry Exceeds Expectations in the Third Quarter and Focuses on Asia

Burberry's recovery is based on stronger-than-expected sales momentum, particularly in China, where sales rose 6% thanks to strong growth among Generation Z customers. This growth highlights a renewed interest in the “Timeless British Luxury” aesthetic, which has been revamped under the leadership of CEO Joshua Schulman, appointed in 2024 to spearhead the brand's transformation. In the press release published on Wednesday, January 21, he stated: “As Burberry approaches its 170th anniversary, these results reaffirm the enduring strength of our iconic brand and give us confidence in the future.”

While the latest quarterly results are encouraging, the annual results remain marked by significant tensions. In fiscal year 2024/25, Burberry saw its annual revenue decline by 15% to £2.46 billion. These figures illustrate the fragility of the recovery, which is still largely dependent on cost control and regaining market share in key areas such as Asia and America. Staff reductions and streamlining of operations are structural levers to curb margin erosion.

On the commercial and creative front, Burberry is banking on its British roots with the launch earlier this year of a “Gabardine” capsule collection, available since January 7 in stores and online internationally. This collection showcases the iconic fabric invented by Thomas Burberry.

This initiative is part of a strategy to promote the brand's heritage while renewing its offering to appeal to both loyal customers and a new generation of consumers who are sensitive to the authenticity and history of brands.

At the same time, Burberry is celebrating the 2026 Lunar New Year, the Year of the Horse, with a dedicated capsule collection designed to appeal to Asian markets. China is a real growth driver for the brand, with comparable sales up 6%, driven by an improvement in the luxury market and Generation Z's strong affinity with the iconic brand.

For a brand that is still fragile, with an uneven growth trajectory, these marketing strategies targeting Asia are an important gamble, allowing Burberry to capitalize on cultural highlights to strengthen the house's identity and support sales.