Burberry CEO outlines strategic pivot to authenticity at WSJ summit
The chief executive highlighted growth in China and a renewed focus on iconic products as key drivers of the brand’s turnaround strategy.
Burberry Chief Executive Officer Joshua Schulman addressed the 2026 WSJ CEO Council Summit in London, outlining a strategic shift designed to stabilise the luxury group’s market position. Speaking with Emily Glazer, Enterprise Reporter at The Wall Street Journal, Schulman detailed the company’s decision to step back from chasing transient industry trends in favour of reconnecting with the brand’s foundational identity.
The luxury retailer is currently undertaking a significant turnaround effort centred on its heritage. Schulman emphasised that the group is refocusing its resources on the products, craftsmanship, and iconic status that originally established Burberry as a market leader. This move marks a distinct departure from previous strategies that prioritised following broader fashion cycles.
A central theme of the discussion was the role of authenticity in the current retail landscape. Schulman noted that this renewed emphasis on the brand’s core values is resonating strongly with a new generation of consumers. The strategy appears to be an attempt to rebuild long-term brand equity by prioritising substance over short-term stylistic shifts.
Geographic performance was also a key component of the summit presentation. Schulman highlighted continued growth in the Chinese market, identifying it as a critical area of expansion for the group. While specific financial metrics regarding this growth were not disclosed, the CEO characterised the region as a vital pillar of the company’s current trajectory.
The comments were delivered during a session at the 2026 WSJ CEO Council Summit, an event that brings together senior executives to discuss broader business strategies. The interview provided a clear view of Burberry’s current operational priorities, signalling a consolidation of focus on its most distinctive assets rather than diversification into new categories.
As the luxury sector navigates shifting consumer preferences, Burberry’s approach suggests a belief that heritage and quality remain the primary drivers of value. The group’s ability to execute this pivot will likely be closely watched by investors assessing the effectiveness of Schulman’s leadership in restoring the brand’s commercial momentum.
