Can Burberry's refocus on heritage really help revive its identity?

Burberry’s recent announcement of its “urgent” turnaround plan signals a critical moment for the brand as it seeks to revive its identity amid slumping sales. It has also incited chatter across different social platforms. 

Don't miss: Burberry unveils 'urgent' strategic plan as sales plummet

Burberry's new CEO Joshua Schulman, who joined from Michael Kors in July, admitted the recent underperformance has stemmed from several factors, including inconsistent brand execution and a lack of focus on its core outerwear category and core customer segments. “Today, we are acting with urgency to course correct, stabilise the business and position Burberry for a return to sustainable, profitable growth,” Schulman added. 

With the new plan “Burberry Forward”, the brand will focus on juxtaposing heritage and innovation across all customer touchpoints; balancing seasonal fashion messages with campaigns celebrating outerwear authority; capturing British wit and style and balancing recognisable London imagery with British countryside. 

The brand will align pricing with category authority; celebrate iconic brand codes with recognisable brand signifiers and rebalance offer with fewer, bigger investments.  

Media monitoring firm CARMA observed over 425 mentions related to 'Burberry Forward' across social platforms globally, with netizens conversations being 35.8% positive and 4.9% negative.

Keywords associated with the strategic plan include "forward", "performance", "Schulman", "plan", "sustainable", "focus", "correct", "British", amongst others.

 
Can a return to heritage really help the business? 

While the social sentiments surrounding Burberry's new plan tend to be neutral or positive, industry players MARKETING-INTERACTIVE also agreed that this move could reconnect with the brand’s British heritage and luxury consumers. 

It’s a great reminder that the best rejuvenations focus on what is truly unique about the brand and its relationship with customers and amplify that in relevant ways, according to Ambrish Chaudhry, head of strategy Asia, MSQ and Elmwood. "Burberry shifted from its iconic heritage and unique Britishness to the luxury brand template helvitica-like logo included and has suffered for it."

Given the "mistakes" Burberry has made in the past, Tanja Crnogorac, executive director, strategy, Landor said having a rush to be relevant, youthful and modern is unfortunately a reoccurring brand problem today.

"We’re seeing it with Nike, Dior, Gucci, Maserati and now with Burberry. Like - these are ICONIC brand people - can we treat them with some respect?"

"While relevance is pivotal for brands -  it’s created by looking inward as much as it is about looking outward. And Burberry is doing just that - have a moment of inflection, and I’m here for it. I love the honesty and focus in this. I love the simplicity," she added.

In fact, Burberry has always been known to be quintessentially British, and with that comes a certain charm, according to Shufen Goh, co-founder and principal at R3. “This is a necessary move for the brand to re-establish authenticity and emotional resonance with their luxury consumers. With the move, the company addresses prior challenges of diluted identity, pricing misalignment, and overextension into fleeting trends that alienated loyal consumers,” she added. 

Burberry’s pivot to heritage is a wise move, but it’s overdue, according to Jacopo Pesavento, CEO, Branding Records. For years, the brand has struggled with an identity crisis, chasing luxury positioning and trends that stray from what made it iconic, he added. 

“Returning to its roots—celebrating British wit, style, and timeless outerwear—is a step in the right direction. However, the execution must reflect authenticity and consistency, avoiding superficial nods to heritage,” he added. 

As the brand navigates this challenging transition, it must balance nostalgia with forward-thinking innovation, ensuring that its fans feel seen and valued every step of the way, he said. “Only then can Burberry hope to regain its former glory.” 

What more can be done? 

The turnaround plan came a year after the brand decided to re-introduce the evolution of Burberry with an Equestrian Knight Design (EKD), the winning entry of a public competition to design the brand’s new logo in 1901. The symbol features a soldier holding a spear with a flag on it, and the initial of Burberry "B" and the Latin word "PRORSUM" meaning forwards. 

Burberry’s antique logo reintroduction was an attempt to lean into its storied past, but branding alone won’t solve its problems, said Branding Records’ Pesavento.  

“Innovation must stem from heritage—products that resonate with loyal customers while capturing the imagination of new ones. For example, iconic trench coats can be modernised without sacrificing their legacy. The brand must champion its roots unapologetically, rather than treating them as relics,” he added. 

Heritage brands thrive on quality and timeless appeal, but fluctuating product lines and pricing inconsistencies have diluted Burberry’s authority, he said. “Addressing macroeconomic challenges—such as shifts in consumer spending—will also be critical for success.” 

Echoing his thoughts was R3’s Goh, who said Burberry must find that balance between authentic tradition and stylish innovation to attract younger, trend-focused buyers.  

The brand should find alignment with market demands for sustainable fashion and timeless luxury and leverage on digital innovation to enhance the customer’s experience through immersive storytelling and store experiences, she added.  

“By blending heritage with modernity, Burberry can differentiate itself in a competitive landscape, regain category authority, and rebuild its cultural relevance.” 

Beyond going back to Burberry's iconic British wit, Landor's Crnogorac said Burberry needs to be more consumer-centric and market oriented. "Deeply understanding and focusing on their target and a (thankfully) adjusting inflated luxury prices that are offensive and pissing reasonable people off," she added. 

"People evolve and change - brands do too - but at the core our values and principles stay with us. It’s important to stay rooted to those otherwise you become a dime a dozen. So this isn’t necessarily about returning to heritage - this is about embracing heritage and reinventing it for a new era. It’s about being true to who you really are."

Incorporating heritage back into the brand and readjusting expected pricing is a signal that Burberry is paying heed to what the customer gives it permission to do, said Chaudhry.

"And that permission comes from a carefully and intentionally built DNA of over 150 years. The good news is that if it gets it right, it can expect customers to come flocking back. Customers can be surprisingly forgiving to brands they care about. So Burberry, its investors and customers have a lot to look forward to. After all, a seven-year misadventure in legacy that lasts centuries is but a blip," he added.

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