Burberry’s new CEO, Joshua Schulman, is committed to maintaining the brand’s elevation strategy rather than taking it down market, addressing concerns over previous pricing missteps that confused customers. Schulman, formerly of Michael Kors and Coach, emphasized the need for a better price balance while keeping the brand’s luxury status intact. Despite industry-wide challenges, including declining demand in China and the US, and Burberry’s removal from the FTSE 100 after a sharp drop in stock value, Schulman plans to reveal a new strategy in November. Designer Daniel Lee’s Spring/Summer 2025 collection showcased Burberry’s British heritage with modern twists on classic pieces.