{"id":54323,"date":"2025-07-08T06:31:11","date_gmt":"2025-07-08T06:31:11","guid":{"rendered":"https:\/\/www.aplf.com\/2025\/07\/08\/no-move-away-from-full-luxury-burberry-insists\/"},"modified":"2025-07-08T06:31:41","modified_gmt":"2025-07-08T06:31:41","slug":"no-move-away-from-full-luxury-burberry-insists","status":"publish","type":"post","link":"https:\/\/www.aplf.com\/zh-hans\/2025\/07\/08\/no-move-away-from-full-luxury-burberry-insists\/","title":{"rendered":"No move away from \u2018full luxury\u2019, Burberry insists"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"54323\" data-post-id=\"54323\" data-obj-id=\"54323\" class=\"elementor elementor-54323 dce-elementor-post-54323 elementor-54307\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-372d15d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"372d15d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-865f172\" data-id=\"865f172\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-35eab76 elementor-widget elementor-widget-text-editor\" data-id=\"35eab76\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: left;\">8 July 2025<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0eaeb41 elementor-widget elementor-widget-heading\" data-id=\"0eaeb41\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">No move away from \u2018full luxury\u2019, Burberry insists<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-329e89b elementor-widget elementor-widget-image\" data-id=\"329e89b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.aplf.com\/wp-content\/uploads\/2025\/07\/image-2.jpg\" title=\"image\" alt=\"image\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5088f8a elementor-widget elementor-widget-text-editor\" data-id=\"5088f8a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Burberry chief executive, Joshua Schulman, is preparing to celebrate a year in the role; he relocated to London from New York to take up the top job at Burberry on July 17 last year. By <a href=\"https:\/\/leatherbiz.com\/\" target=\"_blank\" rel=\"noopener\">Leatherbiz<\/a>.<\/p><p><br>In an interview with the Wall Street Journal to mark his first anniversary in the job, he said he had no intention of moving Burberry into \u201caffordable luxury territory\u201d. Mr Schulman insisted full luxury positioning remained central to his strategy for the brand. <\/p><p><br>The point arose because the new chief executive wasted no time in criticising and seeking to halt a previous company strategy of pushing prices of bags and other products upward. He believes the increases went too far and that Burberry had begun to pay too little attention to products it is most famous for among high-end consumers around the world, such as its scarves and trench-coats. <\/p><p><br>His assessment was that Burberry had narrowed its appeal too much, focusing too keenly on people he called \u201copinionated customers\u201d and paying too little attention to more conservative and aspirational consumers.<\/p><p><br>For its profile piece, however, the WSJ also spoke to two former Burberry executives who suggested that the company\u2019s attempt to move to the higher end of the luxury market would have paid off in time.<\/p><p><br>The newspaper quoted one of these representatives of the former Burberry regime as saying: \u201cIt takes years to elevate a brand. Burberry started that process, but it is very hard to achieve when you are a publicly listed company. Shareholders want results.\u201d<\/p><p><br>But Joshua Schulman said he still believes Burberry can be one of the top five luxury brands in the world, although he said it was not an ambition for the near future. \u201cThat is the North Star for this business,\u201d he insisted. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-300ca70 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"300ca70\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1c408ea\" data-id=\"1c408ea\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>8 July 2025 No move away from \u2018full luxury\u2019, Burberry i&hellip; <a class=\"more-link\" href=\"https:\/\/www.aplf.com\/zh-hans\/2025\/07\/08\/no-move-away-from-full-luxury-burberry-insists\/\">\u7ee7\u7eed\u9605\u8bfb<span class=\"screen-reader-text\">No move away from \u2018full luxury\u2019, Burberry insists<\/span><\/a><\/p>\n","protected":false},"author":6,"featured_media":54309,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[],"class_list":["post-54323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-news-sc","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>No move away from \u2018full luxury\u2019, Burberry insists - APLF Limited<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.aplf.com\/zh-hans\/2025\/07\/08\/no-move-away-from-full-luxury-burberry-insists\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"No move away from \u2018full luxury\u2019, Burberry insists - APLF Limited\" \/>\n<meta property=\"og:description\" content=\"8 July 2025 No move away from \u2018full luxury\u2019, Burberry i&hellip; 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