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Burberry’s CEO on Turning ‘Britishness’ Into a Global Language

Joshua Schulman reveals how he’s fuelling the brand’s turnaround with a more get-able take on British luxury and a new sense of urgency in the BoF-McKinsey State of Fashion 2026 report.
Burberry CEO Joshua Schulman has moved to rebalance pricing and refocus the brand on outerwear as part of a clearer vision of British luxury.
Burberry CEO Joshua Schulman is recalibrating the brand's vision of British luxury. (Burberry)
By
BoF PROFESSIONAL
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Burberry has been hard hit by luxury’s slowdown, with sales down 15 percent year on year in the 12 months through March 2025. But the British trenchcoat maker has nonetheless been the object of investor euphoria, with the brand’s share price more than doubling from September 2024 to October 2025.

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Further Reading

The State of Fashion 2026: When the Rules Change

The 10th annual State of Fashion report by McKinsey & Company and BoF Insights, The Business of Fashion’s data and advisory team, reveals how changes in trade, technology and consumer behaviour will challenge businesses in 2026. Download the full report to understand the 10 themes that will shape the industry and opportunities for growth in the year ahead.

Fashion Needs a New Growth Playbook

Companies will need to unlock new efficiencies to drive growth, as levers brands long relied on such as scale and low-cost sourcing are no longer sufficient, says the BoF-McKinsey State of Fashion 2026.

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

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