burberry

Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper's apprentice, opened his own store in Basingstoke, Hampshire, England.{{Cite web |url=http://www.burberryplc.com/about_burberry/company-history |title=Burberry History |publisher=Burberryplc.com |access-date=4 January 2011 |url-status=dead |archive-url=https://web.archive.org/web/20150622090514/http://www.burberryplc.com/about_burberry/company-history |archive-date=22 June 2015 }} By 1870, the business had established itself by focusing on the development of outdoors attire. In 1879, Burberry introduced gabardine to his brand, a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving.{{cite news|last=Chastain|first=Sue|date=4 December 1985|url=https://pqasb.pqarchiver.com/chicagotribune/access/25081026.html?dids=25081026:25081026&FMT=ABS&FMTS=ABS:FT&type=current&date=Dec+04%2C+1985&author=Sue+Chastain%2C+Knight-Ridder+Newspapers&pub=Chicago+Tribune+(pre-1997+Fulltext)&desc=TRENCHANT+COAT+CUFFS+MAY+FRAY+AND+BUTTONS+MAY+POP%2C+BUT+A+TRUE+BELIEVER+WON%27T+ABANDON+HIS+BURBERRY.&pqatl=google|title=Trenchant coat cuffs may fray and buttons may pop but a true believer won't abandon his Burberry|newspaper=Chicago Tribune|page=40|access-date=15 March 2015|archive-date=5 November 2012|archive-url=https://web.archive.org/web/20121105234155/http://pqasb.pqarchiver.com/chicagotribune/access/25081026.html?dids=25081026%3A25081026&FMT=ABS&FMTS=ABS%3AFT&type=current&date=Dec+04%2C+1985&author=Sue+Chastain%2C+Knight-Ridder+Newspapers&pub=Chicago+Tribune+%28pre-1997+Fulltext%29&desc=TRENCHANT+COAT+CUFFS+MAY+FRAY+AND+BUTTONS+MAY+POP%2C+BUT+A+TRUE+BELIEVER+WON%27T+ABANDON+HIS+BURBERRY.&pqatl=google|url-status=dead}} In 1891, Burberry opened a shop in the Haymarket, London.

File:Burberry pattern.svg

In 1901, the Burberry Equestrian Knight logo was developed containing the Latin word "Prorsum", meaning "forwards", and it was registered as a trademark in 1909. In 1911, the company became the outfitters for Roald Amundsen, the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica. A Burberry gabardine jacket was worn by George Mallory on his attempt on Mount Everest in 1924.{{cite news |date=3 October 2011 |title=Mallory and Irvine: Should we solve Everest's mystery? |work=BBC News |publisher= |url=https://www.bbc.co.uk/news/magazine-15123551 |access-date=9 March 2014}}

Adapted to meet the needs of military personnel, the "trench coat" was born during the First World War; it was worn by British officers in the trenches.{{cite web |title=Burberry trench coat: a style pioneer |url=https://www.theweek.co.uk/90884/burberry-trench-coat-a-style-pioneer?amp |website=The Week UK |date=11 January 2018 |access-date=1 May 2023 |language=en}} After the war, it became popular with civilians.{{cite magazine |title=The fascinating history of the Burberry trench coat – and the best styles to buy now |url=https://www.harpersbazaar.com/uk/fashion/a41964443/burberry-trench-coat/ |magazine=Harper's BAZAAR |access-date=1 May 2023 |date=21 February 2023}}

File:Burberry Factory, Basingstoke.jpg producing trench coats, 1918]]

The Burberry check has been in use since at least the 1920s, primarily as a lining in its trench coats. The celebrity motorcycling sisters Betty and Nancy Debenham wore their trench coats for travelling and racing in the 1920s and recommended the garment in their 1928 book Motor-Cycling for Women.{{Cite news |last=Walker |first=Harriet |date=2023-07-28 |title=How Burberry dressed Britain's female thrill-seekers |newspaper=The Times |language=en |url=https://www.thetimes.com/life-style/article/burberry-aviation-fashion-times-luxury-lrv0c9vw3 |access-date=2023-07-29 |issn=0140-0460}}{{Cite book |last=Debenham |first=Betty & Nancy |title=Motorcycling for Women 1928: A Book for the Lady Driver, Sidecar Passenger and Pillion Rider}} Burberry also specially designed aviation garments. They outfitted Mrs Victor Bruce for her 1930 round the world flight and her one woman flight to Japan. She wore a reversible coat with waterproof gabardine outside for flying and with a tweed inner side which could be turned outside to create a smart look for disembarking under the glare of the publicity her exploits attracted. In 1937, A. E. Clouston and Betty Kirby-Green broke the world record for the fastest return flight from London to Cape Town in The Burberry airplane that was sponsored by the brand.{{cite web

|url = http://forum.keypublishing.com/showthread.php?95871-DH-Comet-G-ACSS-amp-The-Burberry-Racer-Project

|title = The Burberry Comet (G-ACSS) Racer Project

|access-date = 18 May 2013

|date = 20 November 2009

|publisher = Key Publishing Ltd

|archive-url = https://web.archive.org/web/20131207101826/http://forum.keypublishing.com/showthread.php?95871-DH-Comet-G-ACSS-amp-The-Burberry-Racer-Project

|archive-date = 7 December 2013

|url-status = dead

}} Burberry was an independent family-controlled company until 1955, when Great Universal Stores (GUS) assumed ownership.{{cite web |url=http://nicolamelhuish.wordpress.com/2010/11/02/timeline-burberry/ |title=Timeline: Burberry |date=2 November 2010 |access-date=9 March 2014}}

During the 1970s and 1980s, Burberry signed agreements with worldwide manufacturers to produce goods complementary to the existing British collection, such as suits, trousers, shirts, sportswear and accessories, for men, women, and children. These products, designed under the strict control of headquarters in London, were produced and distributed through independent retail stores worldwide as well as through the Burberry stores, and contributed to the growth of the brand in sales and profits through to the late 90s, although the full extent of sales was not apparent in the parent company accounts since much was done through licensed agreements. The company had signed Lord Lichfield as photographer, Lord (Leonard) Wolfson was Chairman and Stanley Peacock OBE Managing Director.{{cite book|url=https://books.google.com/books?id=i8Mzowj8MXsC&q=Stanley+Peacock+Burberry&pg=PA142|title=Fashion Brands: Branding Style from Armani to Zara|first= Mark |last=Tungate|page=142|publisher=Kogan Page|year=2012|isbn=978-0-7494-6446-2}} In 1997, GUS director Victor Barnett became chairman of Burberry, hiring Rose Marie Bravo to execute a corporate reorganization and restoration of the brand as a luxury fashion house.{{cite news |last1=Heller |first1=Richard |date=January 24, 2000 |title=Can this woman do a Gucci on Burberry |work=Forbes |url=https://www.forbes.com/global/2000/0124/0302050a.html#d525ddc2d80e}}{{cite web |last1=Schiro |first1=Anne-Marie |title=Burberry Modernizes and Reinvents Itself |url=https://www.nytimes.com/1999/01/05/style/burberry-modernizes-and-reinvents-itself.html |website=The New York Times |access-date=5 May 2023 |date=5 January 1999}} Barnett led the company up to its successful IPO in 2001.{{cite news |last1=Lockwood |first1=Lisa |date=April 26, 2001 |title=Barnett steps down, Burberry set for IPO |work=Women's Wear Daily |publisher= |url=https://wwd.com/fashion-news/fashion-features/article-1182828/}}

In May 2001, Christopher Bailey joined Burberry as creative director.{{cite news |last=McDowell |first=Colin |date=6 September 2009 |title=Christopher Bailey: Burberry's golden boy |work=The Times |url=http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article6817273.ece |archive-url=https://web.archive.org/web/20110810080706/http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article6817273.ece |url-status=dead |archive-date=10 August 2011 |access-date=7 December 2009}}{{cite news |first=Dolly |last=Jones |title=All Hail Bailey |url=http://www.vogue.co.uk/news/daily/091111-burberry-creative-director-christop.aspx |work=Vogue |date=11 November 2009 |access-date=7 December 2009 |archive-date=14 November 2009 |archive-url=https://web.archive.org/web/20091114102153/http://www.vogue.co.uk/news/daily/091111-burberry-creative-director-christop.aspx |url-status=dead }} Bailey was the chief creative officer from 2014, as well as chief executive (CEO) from 2014 until November 2017.{{cite web |last1=Biondi |first1=Annachiara |title=Christopher Bailey: A brief history of his career so far |url=https://www.vogue.in/content/christopher-bailey-brief-history-career-far-christopher-bailey-career-timeline/amp |website=Vogue India |date=2 November 2017 |access-date=1 May 2023 |language=en-IN}}{{cite web |title=How Christopher Bailey Transformed Burberry and Redefined Brand Revivals in the 21st Century |url=https://www.vogue.com/article/burberry-christopher-bailey-legacy |website=Vogue |access-date=1 May 2023 |date=1 November 2017}} Bailey stepped down as chief creative officer in March 2018 and had departed the brand completely by the end of 2018.{{Cite news|url=https://www.theguardian.com/business/2017/oct/31/christopher-bailey-to-cut-all-ties-with-burberry|title=Christopher Bailey to cut all ties with Burberry|last=Fletcher|first=Nick|date=2017-10-31|work=The Guardian|access-date=2017-11-26|language=en-GB|issn=0261-3077}}

File:Burberry logo.png

Between 2001 and 2005, Burberry became associated with "chav" and football hooligan culture. This change in the brand reputation was attributed to lower priced products, the proliferation of counterfeit goods adopting Burberry's trademark check pattern, and adoption by celebrities prominently identified with "chav" culture. The association with football hooliganism led to the wearing of Burberry check garments being banned at some venues.{{cite news |last=Bothwell |first=Claire |date=28 October 2005 |title=Burberry versus The Chavs |publisher=BBC |url=http://news.bbc.co.uk/1/hi/business/4381140.stm |access-date=16 November 2015}}

Burberry Group plc was initially floated on the London Stock Exchange in July 2002. GUS divested its remaining interest in Burberry in December 2005.{{Cite news |last=Finch |first=Julia |date=18 November 2005 |title=GUS shareholders to receive Burberry cheque |work=The Guardian |publisher= |location=London |url=https://www.theguardian.com/business/2005/nov/18/3 |access-date=4 January 2011}}{{cite web |last=Fletcher |first=Richard |date=18 January 2011 |title=How Burberry was kept in check at GUS |url=https://www.telegraph.co.uk/finance/comment/richardfletcher/8268069/How-Burberry-was-kept-in-check-at-GUS.html |url-access=subscription |url-status=live |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/comment/richardfletcher/8268069/How-Burberry-was-kept-in-check-at-GUS.html |archive-date=12 January 2022 |access-date=12 May 2015 |work=The Telegraph}}{{cbignore}} In 2005, Sanyo-shokai was the Burberry ready-to-wear licence holder in Japan, with retail value of €435 million.{{cite book | title=Luxury Brand Management | publisher=John Wiley & Sons | author=Chevalier, Michel | year=2012 | location=Singapore | isbn=978-1-118-17176-9}}

In 2006, Rose Marie Bravo, who as chief executive had led Burberry to mass market success through licensing, retired.{{cite web |date=7 October 2005 |title=Bravo move to quit puts Burberry shares out of fashion |url=https://www.telegraph.co.uk/finance/2923391/Bravo-move-to-quit-puts-Burberry-shares-out-of-fashion.html |url-access=subscription |url-status=live |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/finance/2923391/Bravo-move-to-quit-puts-Burberry-shares-out-of-fashion.html |archive-date=12 January 2022 |access-date=15 March 2015 |work=The Telegraph}}{{cbignore}} She was replaced by another American, Angela Ahrendts,{{cite web|url=http://special.hsmglobal.com/us/wbfny2011/ahrendts-info.php|title=World Business Forum 2011 : Home|work=hsmglobal.com|access-date=15 March 2015|url-status=dead|archive-url=https://web.archive.org/web/20150521044059/http://special.hsmglobal.com/us/wbfny2011/ahrendts-info.php|archive-date=21 May 2015}} who joined from Liz Claiborne in January 2006, and took up the position of CEO on 1 July 2006. Ahrendts and Bailey successfully turned around the then chav-like reputation that the brand had acquired at the end of Bravo's tenure and the cheapening effect of the brand's omnipresence, by removing the brand's check-pattern from all but 10% of the company's products, taking the fragrance and beauty product licenses back in-house and buying out the Spanish franchise that was worth 20% of group revenues.{{Cite book|title=Rethinking Prestige Branding – Secrets of the Ueber-Brands|last1=Kuehlwein|first1=JP|last2=Schaefer|first2=Wolfgang|publisher=Kogan Page|year=2015|isbn=978-0-7494-7003-6|location=London|pages=211–212}}{{cite news |last=Hass |first=Nancy |date=9 September 2010 |title=Earning Her Stripes |work=The Wall Street Journal |url=http://magazine.wsj.com/features/the-big-interview/earning-her-strips/ |access-date=9 March 2014}}[https://www.styl.sh/articles/381-the-burberry-story The Burberry Story] {{Webarchive|url=https://web.archive.org/web/20140307163925/https://www.styl.sh/articles/381-the-burberry-story |date=7 March 2014 }} Styl.sh. Retrieved 31 January 2014

File:Burberry Chicago.jpg, built in 2012]]Burberry first sold online in the US, then in the UK in October 2006, and in the rest of the EU in 2007.{{Cite web|url=http://uk.burberry.com |title=Shop online |publisher=Uk.burberry.com |date=5 December 2010 |access-date=4 January 2011}}

It was reported in 2012 that Ahrendts was the highest paid CEO in the UK, making £16.9m.{{cite news |last=Petroff |first=Alanna |date=11 June 2013 |title=Top paid CEO in UK is an American woman |work=CNN Money |publisher= |url=https://money.cnn.com/2013/06/11/news/companies/burberry-pay-ceo/index.html?iid=HP_LN&hpt=ibu_c2 |access-date=11 June 2013}}

In October 2013, it was announced that Ahrendts would take up the position of Senior Vice President of retail and online at Apple, Inc. from April 2014, and would be replaced as CEO by Bailey.{{cite web |last1=Broeke |first1=Teo van den |title=Christopher Bailey: A life at Burberry |url=https://www.gq-magazine.co.uk/article/christopher-bailey-a-life-at-burberry/amp |website=British GQ |date=17 February 2018 |access-date=1 May 2023}}{{cite web |author=Marfil, Lorelei |date=8 April 2014 |title=Angela Ahrendts Named Honorary DBE |url=http://www.wwd.com/fashion-news/fashion-scoops/ahrendts-accolade-7633326?src=nl/mornReport/20140408 |access-date=8 April 2014 |website=Women's Wear Daily |publisher=}} During her tenure, sales increased to over £2 billion, and the market capitalization more than tripled to £7 billion.{{cite news |author=Andrew Roberts |date=15 October 2013 |title=Burberry Designer Bailey to Become CEO as Ahrendts Goes to Apple |newspaper=Bloomberg |url=https://www.bloomberg.com/news/2013-10-15/burberry-says-bailey-to-become-ceo-as-ahrendts-leaves-for-apple.html |access-date=15 October 2013}} Burberry promotes its British origins; as of July 2012, Burberry maintained two production facilities in Great Britain, one in Castleford producing raincoats, and one in Keighley.{{cite web |author=Carole Cadwalladr |date=16 July 2012 |title=The hypocrisy of Burberry's 'Made in Britain' appeal |url=https://www.theguardian.com/commentisfree/2012/jul/16/burberry-china-british-carole-cadwalladr |access-date=15 March 2015 |work=The Guardian}} In spring 2014, Bailey became CEO of Burberry and retained the role of chief creative officer. His basic salary was £1.1m, with total compensation of up to £10m a year depending on sales targets being met.{{cite news |url = https://www.bbc.co.uk/news/business-28261916|title = Burberry shareholders vote against remuneration report|work = BBC News|date = 11 July 2014|access-date = 12 July 2014}}

In July 2016, it was announced that Celine boss Marco Gobbetti would become CEO of Burberry plc, while Bailey became the Creative Director with the title of President.{{cite web |last1=Conlon |first1=Scarlett |title=Burberry CEO to join the company this month |url=https://www.vogue.in/content/burberry-ceo-to-join-the-company-this-month/amp |website=Vogue India |date=20 January 2017 |access-date=1 May 2023 |language=en-IN}}{{cite news|url=https://www.nytimes.com/2016/07/12/business/international/burberry-bailey-gobbetti.html?_r=0|title=Burberry C.E.O. to Step Down, Ending Dual-Role Experiment at Helm|work=The New York Times|last1=Paton|first1=Elizabeth|date=11 July 2016|access-date=11 July 2016}} In 2016, the label launched its "Mr Burberry" fragrance.

File:Camp - Notes on Fashion at the Met - Burberry rainbow cape (73854).jpg's exhibit, Camp: Notes on Fashion]]

In early May 2017, the store announced it was moving 300 employees from London to Leeds. In July 2017, Gobbetti replaced Bailey as CEO.{{cite news |last=Vandevelde |first=Mark |date=18 May 2017 |title=Burberry sales rise as Bailey bows out as chief executive |url=https://www.ft.com/content/aa989b84-3ba0-11e7-821a-6027b8a20f23 | work=Financial Times |location=United Kingdom |access-date=18 May 2017}} In March 2018, Burberry named Riccardo Tisci, creative director at Givenchy from 2005 to 2017, as the brand's chief creative officer.{{Cite web|title=The history of Burberry: A Timeline|url=http://www.hautehistory.co.uk/7/post/2020/07/house-history-the-burberry-timeline.html|access-date=2022-02-25|website=Haute History|language=en}} He said: "I am honoured and delighted to be joining Burberry as its new chief creative officer and reuniting with Marco Gobbetti. I have an enormous respect for Burberry's British heritage and global appeal and I am excited about the potential of this exceptional brand."{{Cite news |last=Newbold |first=Alice |title=Burberry Announces Riccardo Tisci As Chief Creative Officer |work=British Vogue |url=http://www.vogue.co.uk/article/riccardo-tisci-to-burberry |access-date=2018-03-08}}

A few months later, Tisci presented a new logo and monogram for the brand, designed by the English graphic designer Peter Saville.{{cite web |title=Riccardo Tisci Unveils New Burberry Logo And It's Drawing An Unexpected Comparison |url=https://www.nylon.com/articles/riccardo-tisci-new-burberry-logo-monogram/amp |website=Nylon |date=2 August 2018 |access-date=2 May 2023 |language=en}}{{Cite news |last=Sebra |first=Matt |date=2018-08-02 |title=Burberry Has a New Logo |language=en |work=GQ |url=https://www.gq.com/story/new-burberry-logo-riccardo-tisci |access-date=2018-10-06}}

File:Burberry TB monogram.png

In April 2018, it was announced that Sir John Peace would be stepping down as chairman of the board and would be replaced by as chairman by Gerry Murphy.{{cite web |last1=Media |first1=Insider |title=Burberry names chairman designate to succeed Sir John Peace {{!}} Yorkshire Business News |url=https://www.insidermedia.com/news/yorkshire/burberry-names-chairman-designate-to-succeed-sir-john-peace |website=Insider Media Ltd |date=13 April 2018 |access-date=1 May 2023 |language=en}}{{cite web |last1=Jahshan |first1=Elias |title=Burberry chairman Sir John Peace to step down - Retail Gazette - retail news, features & analysis |url=https://www.retailgazette.co.uk/blog/2017/06/burberry-chairman-john-peace-resigns/ |website=www.retailgazette.co.uk |date=22 June 2017}} Murphy said: "Burberry is a unique British brand that I have admired for a long time and I am looking forward to working with Marco Gobbetti and the Board to guide the company through its next phase of growth."{{cite web |title=Tate & Lyle's Gerry Murphy is Burberry 's new chairman |url=https://londonlovesbusiness.com/tate-lyles-gerry-murphy-is-burberry-s-new-chairman/ |website=London Business News {{!}} Londonlovesbusiness.com |access-date=2 May 2023 |date=13 April 2018}}

Murphy had been CEO of Kingfisher plc, as well as being current chairman of Tate and Lyle and Blackstone Group International Partners LLP.{{cite web |title=Burberry appoints Tate & Lyle's Murphy as new chairman |url=https://www.ft.com/content/67a76014-3f12-11e8-b7e0-52972418fec4 |website=Financial Times |access-date=2 May 2023 |date=13 April 2018}} Peace's departure marked a change in leadership for the group, with Gobetti and Ahrends having left in the previous years.{{Cite news |last=Butler |first=Sarah |date=2018-04-13 |title=Burberry hires former Kingfisher boss Gerry Murphy as chairman |language=en-GB |work=The Guardian |url=https://www.theguardian.com/business/2018/apr/13/burberry-hires-former-kingfisher-boss-gerry-murphy-as-chairman |access-date=2018-12-29 |issn=0261-3077}}{{cite web |title=Burberry Appoints New Chairman |url=https://www.businessoffashion.com/articles/news-analysis/burberry-appoints-new-chairman/ |website=The Business of Fashion |date=13 April 2018 |access-date=1 May 2023 |language=en}}

In May 2018, it was reported that Burberry had filed a lawsuit against Target Corporation, claiming that Target had copied its check print designs and was seeking an amount of $2 million, in addition to its legal costs.{{Cite news |last=Hanbury |first=Mary |date=2018-05-09 |title=Target is being sued by Burberry, and it reveals one of the biggest problems facing the clothing industry |work=Business Insider |url=http://www.businessinsider.com/target-sued-by-burberry-reveals-big-problem-fashion-2018-5 |access-date=2018-05-31}}{{cite web |last1=UK |first1=FashionNetwork com |title=Burberry sues Target for copying its check pattern |url=https://uk.fashionnetwork.com/news/burberry-sues-target-for-copying-its-check-pattern,976189.html |website=FashionNetwork.com |date=10 May 2018 |access-date=5 May 2023 |language=en-UK}}

In July 2018, it was reported that in the previous five years Burberry had destroyed unsold clothes, accessories, and perfume worth over £90m in order to protect its brand and prevent the items being stolen or sold cheaply. While a representative of Greenpeace criticised the decision, Burberry claimed that the energy generated from burning its products was captured, making it environmentally friendly.{{cite web |last1=Kollewe |first1=Julia |title=Burberry to stop burning unsold items after green criticism |url=https://www.theguardian.com/business/2018/sep/06/burberry-to-stop-burning-unsold-items-fur-after-green-criticism |website=The Guardian |access-date=2 May 2023 |date=6 September 2018}}{{cite web |last1=Paton |first1=Elizabeth |title=Burberry to Stop Burning Clothing and Other Goods It Can't Sell |url=https://www.nytimes.com/2018/09/06/business/burberry-burning-unsold-stock.html |website=The New York Times |access-date=2 May 2023 |date=6 September 2018}}{{Cite news|url=https://www.bbc.com/news/business-44885983|title=Burberry burns luxury goods worth millions|last=Morris|first=Ben|date=2018-07-19|work=BBC News|access-date=2018-07-19|language=en-GB}} According to Burberry's annual report, by the end of the financial year 2018, the company had destroyed goods worth £28.6m, an increase on the £26.9m from its financial year 2017.{{cite web |last=Handley |first=Lucy |date=6 September 2018 |title=British fashion house Burberry to stop burning unsold items |url=https://www.cnbc.com/2018/09/06/british-fashion-house-burberry-to-stop-burning-unsold-items.html |access-date=6 September 2018 |website=CNBC |publisher=}} In September 2018, Burberry reported that it would stop the practice of burning unsold goods, with immediate effect. Burberry also announced it would stop using real fur in its products, and would phase out existing fur items.{{Cite news |date=2018-09-06 |title=Burberry stops burning unsold goods |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-45430683 |access-date=2018-09-06}}

In February 2019, Burberry apologized for showcasing a hoodie with a noose around the neck in its show at the London Fashion Week. Burberry said it had removed the item from its collection, after criticism from one of its own models led to an online backlash.{{cite web|title='Suicide isn't fashion': Burberry apologizes for hoodie with noose around the neck|date=19 February 2019|language=en|website=CNN.com|url=https://www.cnn.com/style/article/burberry-noose-hoodie-scli-gbr-intl/index.html}}

File:Mina Habchi for Burberry.jpg

In February 2020 Burberry was forced to close 24 of its 64 Chinese mainland stores because of the COVID-19 pandemic.{{Cite news |date=2020-02-07 |title=Burberry Says Viral Epidemic Devastates China Sales |url=https://www.bloomberg.com/news/articles/2020-02-07/burberry-withdraws-forecast-as-coronavirus-hits-china-sales |access-date=2020-09-07 |work=Bloomberg.com |language=en}} By July 2020, the company announced it would cut 500 jobs worldwide, including 150 in its UK head offices, in an effort to save £55 million following a reduction in sales due to the COVID-19 pandemic.{{Cite news |last=Butler |first=Sarah |date=2020-07-15 |title=Burberry to cut 500 jobs worldwide in £55m cost-saving drive |url=https://www.theguardian.com/fashion/2020/jul/15/burberry-to-cut-500-jobs-worldwide-in-55m-cost-cutting-drive-covid-19 |access-date=2024-07-08 |work=The Guardian |language=en-GB |issn=0261-3077}} In 2021, Burberry announced that it would become a "climate positive" company by 2040.{{Cite magazine |last=Davis |first=Jessica |date=2021-06-11 |title=Burberry to be climate positive by 2040 |url=https://www.harpersbazaar.com/uk/fashion/fashion-news/a36694857/burberry-climate-positive-sustainability/ |access-date=2021-06-16 |magazine=Harper's BAZAAR |language=en-GB}}{{cite web |last1=Staff |first1=M. W. |title=Burberry Aims To Be Climate Positive By 2040 |url=https://www.mansworldindia.com/fashion/style/burberry-aims-to-be-climate-positive-by-2040/ |website=Man's World India |access-date=1 May 2023 |date=11 June 2021}}{{cite web |title=Can fashion be climate positive? Burberry commits to finding out |url=https://www.voguebusiness.com/sustainability/can-fashion-be-climate-positive-burberry-commits-to-finding-out |website=Vogue Business |access-date=1 May 2023 |date=10 June 2021}}{{cite web |title=Burberry plans to be climate positive by 2040 – here's how |url=https://www.vogue.fr/fashion/article/burberry-climate-positive-2040 |website=Vogue France |access-date=1 May 2023 |language=fr-FR |date=11 June 2021}} The fashion brand also announced that it would commit to a new target to reduce supply chain emissions (i.e. assets not owned or controlled by the reporting organisation) by 46% by 2030, an increase from an earlier pledge of a 30% reduction.{{Cite web |last=Keating |first=Cecilia |date=2021-06-14 |title='Going further': Burberry vows to be 'climate positive' by 2040 |url=https://www.businessgreen.com/news/4032789/burberry-vows-climate-positive-2040 |access-date=2021-06-16 |website=Business Green |language=en}}{{cite web |title='Nature-Based Solutions': Burberry Promises To Slash Emissions By 46% By 2030 & Be Climate Positive By 2040 - Green Queen |url=https://www.greenqueen.com.hk/amp/nature-based-solutions-burberry-promises-to-slash-emissions-by-46-by-2030-be-climate-positive-by-2040/ |website=www.greenqueen.com.hk |date=15 June 2021 |access-date=1 May 2023}} In March 2021, Burberry was the first luxury brand to be targeted in China as part of the backlash regarding sanctions against the alleged human rights abuses in Xinjiang.{{Cite web |last=Togoh |first=Isabel |date=2021-03-26 |title=As Burberry Faces Backlash In China Over Xinjiang Cotton, Other Luxury Brands Could Face Boycott |url=https://www.forbes.com/sites/isabeltogoh/2021/03/26/as-burberry-faces-backlash-in-china-over-xinjiang-cotton-other-luxury-brands-could-face-boycott/ |access-date=2021-03-26 |website=Forbes |language=en}} Brand ambassador and Actress Zhou Dongyu terminated her contract with Burberry.{{Cite news |last=Fletcher |first=Richard |title=Burberry hit by Chinese boycott |language=en |newspaper=The Times |url=https://www.thetimes.com/business-money/article/burberry-hit-by-chinese-boycott-r2c2pvw37 |access-date=2021-03-26 |issn=0140-0460}}

In April 2022, after the departure of Marco Gobbetti, the Versace boss Jonathan Akeroyd took over Burberry as the next chief executive in a deal including a £6m golden hello to cover the loss of bonus and share awards for leaving his previous position.{{cite web |title=Jonathan Akeroyd BoF 500 The People Shaping the Global Fashion Industry |url=https://www.businessoffashion.com/amp/community/people/jonathan-akeroyd |website=www.businessoffashion.com |access-date=2 May 2023}}{{cite web |title=Burberry Posts Strong Growth in H1 as Jonathan Akeroyd Sets Out Strategy |url=https://footwearnews.com/business/earnings/burberry-first-half-earnings-jonathan-akeroyd-1203370564/ |website=Footwear News |access-date=2 May 2023 |date=17 November 2022}}

In July, 2022, Burberry announced Thai artist Vachirawit Chivaaree as their first Global Brand Ambassador from the South Asia-Pacific Region.{{cite web |title=Style File: Bright Vachirawit Chivaaree, Thai Actor & Burberry Ambassador |url=https://www.voguehk.com/en/article/fashion/style-file-bright-vachirawit/ |website=Vogue Hong Kong |access-date=2 May 2023}}{{cite web |title=Bright Vachirawit Dominates Social Media With His Attendance to Burberry's SS23 Show |url=https://www.envimedia.co/bright-vachirawit-dominates-social-media-with-his-attendance-to-burberrys-ss23-show/ |website=EnVi Media |access-date=24 May 2023 |language=en |date=26 September 2022}}{{Cite web |last=admin |date=2022-11-03 |title=Bright Vachirawit is a Thai celebrity with the most influence in the fashion world |url=https://www.thaiupdate.info/bright-vachirawit-fashion-world/ |access-date=2023-04-26 |website=Thai Update |language=en-US}}{{cite web |last1=Tso |first1=Gloria Christine |title=Bright Vachirawit Chivaaree On The Living Legacy Of F4 Thailand's Thyme |url=https://www.harpersbazaar.com.sg/bazaar-man/bright-vachirawit-chivaaree-on-the-living-legacy-of-f4-thailands-thyme/ |website=Harper's Bazaar Singapore |access-date=15 May 2023 |date=15 May 2023}}{{Cite web |last=admin |date=2023-04-12 |title=Bright Vachirawit and Yaya Urassaya Are On The Top 30 Influencers With The Highest EMV (Earned Media Value) During Fashion Week Fall Winter 2023 |url=https://www.thaiupdate.info/bright-yaya-fashion-week-2023/ |access-date=2023-04-13 |website=Thai Update |language=en-US}}{{cite web |title=Bright Vachirawit And The Liberating Power Of The Seaside At Burberry Spring/Summer 2023 |url=https://www.harpersbazaar.com.sg/gallery/all-the-looks-burberry-spring-summer-2023/ |website=Harper's Bazaar Singapore |date=26 September 2022 |access-date=1 May 2023}}

Later in 2022, the company's chief operating and financial officer announced a ban on the use of exotic skins—such as alligator and snake—in its collections.{{cite web |last1=Sachkova |first1=Margarita |title=Big News: Burberry Bans Exotic Skins! |url=https://www.peta.org.uk/blog/burberry-bans-exotic-skins/ |website=PETA UK |access-date=1 May 2023 |date=18 May 2022}}{{cite web |title=Burberry Bans Exotic Skins |url=https://www.businessoffashion.com/news/sustainability/burberry-bans-exotic-skins/ |website=The Business of Fashion |date=18 May 2022 |access-date=1 May 2023 |language=en}}{{Cite web |last=Glover |first=Simon |title=Burberry announces ban on exotic skins |url=https://www.ecotextile.com/2022052029373/fashion-retail-news/burberry-announces-ban-on-exotic-skins.html |access-date=2022-10-31 |website=Ecotextile News |date=20 May 2022 |language=en-GB}} In September 2022, Burberry announced designer Daniel Lee, former creative director of Bottega Veneta,{{Cite web |last=Phelps |first=Nicole |date=2022-09-28 |title=Riccardo Tisci Is Out at Burberry, and Daniel Lee Has Been Hired to Replace Him |url=https://www.vogue.com/article/riccardo-tisci-exits-burberry-daniel-lee-hired |access-date=2022-10-31 |website=Vogue |language=en-US}} as Riccardo Tisci's replacement as the company's chief creative officer.{{Cite web |title=Burberry Names Daniel Lee Chief Creative Officer |url=https://www.businessoffashion.com/articles/luxury/burberry-names-daniel-lee-chief-creative-officer/ |access-date=2022-09-28 |website=The Business of Fashion |date=28 September 2022 |language=en}}{{Cite web |last=Nadhirah |first=Lyana |date=2023-02-22 |title=Bright Vachirawit, Jun Ji-Hyun Tampil Bergaya Dengan Burberry! |url=https://eh.my/artikel/fesyen/bright-vachirawit-jun-ji-hyun-tampil-bergaya-dengan-burberry/ |access-date=2023-04-26 |website=EH! |language=en-US}}{{Cite web |last=Zhang |first=Tianwei |date=2022-09-26 |title=Bright, Simone Ashley, Kanye West, Milly Alcock, and Gillian Anderson Gather for Burberry Show |url=https://wwd.com/fashion-news/fashion-scoops/bright-simone-ashley-kanye-west-milly-alcock-gillian-anderson-burberry-spring-2023-show-1235356512/ |access-date=2023-04-26 |website=WWD |language=en-US}}{{Cite web |last=Zhang |first=Tianwei |date=2023-02-21 |title=Bright, Son Heung-Min and Jun Ji-Hyun Wear Trenchcoats to Daniel Lee's Burberry Debut |url=https://wwd.com/fashion-news/fashion-scoops/bright-son-heung-min-jun-ji-hyun-trench-coats-daniel-lee-burberry-debut-1235538413/ |access-date=2023-04-26 |website=WWD |language=en-US}}

In February 2023 a new logo and branding was introduced: this brought back the Equestrian Knight logo.{{Cite web |date=2023-02-07 |title=Burberry unveils "archive-inspired" charging knight logo |url=https://www.dezeen.com/2023/02/07/burberry-daniel-lee-logo-equestrian-knight-design/ |access-date=2023-02-08 |website=Dezeen |language=en}}{{Cite web |date=2023-02-06 |title=Burberry's New Logo Breaks From Modern Tradition |url=https://www.esquire.com/uk/style/a42777540/burberrys-new-logo-breaks-from-modern-tradition/ |access-date=2023-03-29 |website=Esquire |language=en-gb}} The advertising campaign features British models and musicians Shygirl, Liberty Ross and Skepta.{{cite web |title=Shygirl, John Glacier and a swan front Daniel Lee's first Burberry campaign |url=https://www.dazeddigital.com/fashion/article/58121/1/shygirl-john-glacier-and-a-swan-front-daniel-lee-s-first-burberry-campaign |website=Dazed |access-date=2 May 2023 |language=en |date=6 February 2023}}{{cite web |last1=Wright |first1=Georgia |title=In pictures: Burberry unveils refreshed brand image under Daniel Lee - Retail Gazette |url=https://www.retailgazette.co.uk/blog/2023/02/burberrys-rebrand/ |website=www.retailgazette.co.uk |access-date=2 May 2023 |date=6 February 2023}}{{cite web |last1=Cripps |first1=Amie |title=Raheem Sterling and Skepta Feature in Burberry's Latest Campaign |url=https://versus.uk.com/2023/02/raheem-sterling-skepta-feature-burberrys-latest-campaign/ |website=VERSUS |access-date=2 May 2023 |date=7 February 2023}}{{Cite web |date=2023-02-06 |title=Here's a First Look at Daniel Lee's Burberry |url=https://www.gq.com/story/burberry-new-logo-daniel-lee |access-date=2023-02-08 |website=GQ |language=en-US}}{{cite web |last1=Street |first1=Chloe |title=Daniel Lee debuts his new look Burberry featuring Shygirl and Skepta |url=https://www.standard.co.uk/insider/fashion/daniel-lee-burberry-new-campaign-shygirl-skepta-liberty-ross-vanessa-redgrave-b1058159.html |website=Evening Standard |access-date=2 May 2023 |language=en |date=6 February 2023}}{{cite web |title=How singer and rapper Shygirl became the fashion muse of today |url=https://www.vogue.in/fashion/content/singer-rapper-shygirl-talks-interview-burberry-riccardo-tisci-fashion-music |website=Vogue India |access-date=2 May 2023 |language=en-IN |date=23 April 2021}}

In April 2023, rapper Kano fronted a Burberry marketing campaign introduced by Lee in February 2023.{{cite web |last1=IN |first1=FashionNetwork com |title=Kano joins line-up of British stars fronting Burberry marketing |url=https://in.fashionnetwork.com/news/Kano-joins-line-up-of-british-stars-fronting-burberry-marketing,1508012.html |website=FashionNetwork.com |access-date=2 May 2023 |language=en-IN}}{{cite web |title=Kano Hits East London In Latest Burberry Campaign by Daniel Lee |url=https://hypebeast.com/2023/4/kano-burberry-campaign-daniel-lee-info |website=Hypebeast |access-date=2 May 2023 |date=17 April 2023}}{{cite web |last1=Letonja |first1=Timotej |title=Exploring the Intersection of Rap and Fashion: Daniel Lee's Latest Burberry Collection Featuring Kano |url=https://www.numeromag.nl/exploring-the-intersection-of-rap-and-fashion-daniel-lees-latest-burberry-collection-featuring-kano/ |website=Numéro Netherlands |access-date=2 May 2023 |date=24 April 2023}}{{Cite web |last=Willson |first=Tayler |date=17 April 2023 |title=Kano's A Burberry Boy Now |url=https://www.highsnobiety.com/p/burberry-kano/ |website=HIGHSNOBIETY}}{{Cite web |last=WW |first=FashionNetwork com |title=Launchmetrics AW23 report: Dior and Burberry are big hits, but what else made an impact? |url=https://ww.fashionnetwork.com/news/Launchmetrics-aw23-report-dior-and-burberry-are-big-hits-but-what-else-made-an-impact-,1498680.html |access-date=2023-04-26 |website=FashionNetwork.com |date=21 March 2023 |language=en-WW}} The new direction was phrased as "a modern take on British luxury".{{Cite web |last=Willson |first=Tayler |date=20 February 2023 |title=WELCOME TO DANIEL LEE'S VERY BRITISH BURBERRY |url=https://www.highsnobiety.com/p/burberry-reboot-daniel-lee/ |website=HIGHSNOBIETY}}{{Cite web |date=2023-02-07 |title=Inside Daniel Lee's brand new vision for Burberry |url=https://www.lifestyleasia.com/kl/style/fashion/daniel-lee-new-look-and-logo-for-burberry/ |access-date=2023-04-20 |website=Lifestyle Asia Kuala Lumpur |language=en-US}}

In October 2023, Burberry collaborated with Vestiaire Collective on a new circular style project. This partnership would allow customers to exchange their second-hand Burberry clothing and handbags for a Burberry gift card, which they could reinvest in the brand, with the aim of promoting resale and reducing clothing waste.{{Cite magazine |title=Burberry partners with Vestiaire Collective on circular fashion project |url=https://www.harpersbazaar.com/uk/fashion/fashion-news/a45650141/burberry-vestiaire-collective-resale/ |access-date=2 April 2024 |magazine=Harper's Bazaar|date=26 October 2023 }}

Research by the social democratic party in the European Parliament, the Sheffield Hallam University and other groups accused Burberry in 2023 of using Uyghur forced labour camps provided by the Sunrise Manufacture Group Co. for production of clothing.{{Cite web |title=Tailoring Responsibility: Tracing Apparel Supply Chains from the Uyghur Region to Europe {{!}} Sheffield Hallam University |url=https://www.shu.ac.uk/helena-kennedy-centre-international-justice/research-and-projects/all-projects/eu-apparel |access-date=2024-03-27 |website=www.shu.ac.uk}}

File:20130610 Zagreb 072.jpg]]

In July 2024, the company announced a profit warning and the departure of its chief executive Jonathan Akeroyd, to be replaced by Joshua Schulman.{{Cite web |last=Fletcher |first=Richard |date=2024-07-15 |title=Burberry ousts chief executive and warns on profits |url=https://www.thetimes.com/business-money/companies/article/burberry-ousts-chief-executive-and-warns-on-profits-nkhsmzcqh |access-date=2024-07-15 |website=www.thetimes.com |language=en}} The company also reported significant sales declines across its markets in the first quarter, with store sales dropping 23% in the Americas and Asia Pacific, and 16% in Europe, the Middle East, India and Africa. The company's shares fell 15% following the announcement, and it suspended dividend payments. Burberry also revealed plans for job cuts, primarily in its UK corporate office.{{cite news |title=Burberry replaces chief executive as it issues fresh profit warning |url=https://www.theguardian.com/business/2024/jul/18/burberry-replaces-chief-executive-as-it-issues-fresh-profit-warning |author=Kalyeena Makortoff |work=The Guardian |date=18 July 2024 |access-date=18 July 2024}}

In November 2024, Burberry launched a £40 million cost-cutting program, aiming to stabilize the brand and refocus on its core outerwear and iconic trench coats. As part of the turnaround, Burberry planned to cut £40 million annually, with £25 million expected in the 2025 financial year. Though the company refrained from specifying job cuts, it confirmed it was streamlining office teams. Schulman also introduced a new outerwear campaign and appointed new managers in key divisions. Burberry's shares rose 16% following the announcement, as investors responded positively to the plan.{{cite news|title=Burberry's turnaround chief plans £40m cuts and 'scarf bar' rollout |date=14 November 2024 |url=https://www.theguardian.com/business/2024/nov/14/burberry-turnaround-chief-40m-cuts-scarf-bar-rollout-shares |newspaper=The Guardian |access-date=14 November 2024}}

In May 2025, the company announced plans to reduce the company's employee headcount by up to 1,700 jobs.{{Cite web |last=Powell |first=Emma |date=2025-05-14 |title=Burberry to cut almost a fifth of workforce in savings drive |url=https://www.thetimes.com/business-money/companies/article/burberry-to-cut-1700-jobs-to-reduce-costs-after-loss-sl22xml0w |access-date=2025-05-14 |website=www.thetimes.com |language=en}} The reduction is part of wider plans to reduce costs of £60 million by the end of 2027.

On 30 November 2022, in an episode of All Elite Wrestling's (AEW) Dynamite, the reigning champion Maxwell Jacob Friedman ('MJF'), who had won the title at Full Gear on 19 November, discarded the standard AEW World Championship belt, calling it trash, and unveiled his own custom version, which he dubbed the "Big Burberry Belt", or Triple-B for short. It featured the exact same design as the standard belt; however, the leather strap was brown and fashioned in Burberry's trademark check pattern to match MJF's signature Burberry scarf.{{cite web|url=https://www.f4wonline.com/news/aew/mjf-unveils-triple-b-version-of-aew-world-title-knocks-out-william-regal|title=MJF unveils 'Triple B' version of AEW World title, knocks out William Regal|date=30 November 2022|last=Nason|first=Josh|work=Wrestling Observer Figure Four Online|access-date=December 1, 2022}}{{cite web|url=https://www.fightful.com/wrestling/mjf-unveils-custom-aew-world-championship-belt-1130-dynamite-turns-william-regal|title=MJF Unveils Custom AEW World Championship Belt On 11/30 Dynamite, Turns On William Regal|date=30 November 2022|last=Russell|first=Skylar|work=Fightful|access-date=1 December 2022}}

On 29 March 2023, a Burberry tote was used in an episode from Succession.{{cite web |title=The Burberry Tote Bag Is The Breakout Star Of 'Succession' Season Four |url=https://graziamagazine.com/articles/burberry-tote-bag-succession/ |website=Grazia |access-date=1 May 2023}} Google searches for Burberry and the "Burberry tote bag" rose by more than 310% after the episode aired.{{Cite magazine |date=2023-03-29 |title=The Burberry tote is actually rising in popularity after that 'Succession' episode |url=https://www.harpersbazaar.com/uk/fashion/fashion-news/a43448755/burberry-tote-succession/ |access-date=2023-03-29 |magazine=Harper's BAZAAR |language=en-gb}}{{Cite web |last=Stevenson |first=Gabi |title=A $2,900 Burberry tote was deemed 'ludicrously capacious' by a character on 'Succession.' Fans can't get enough of the memes — and the bag itself. |url=https://www.insider.com/2900-dollar-burberry-bag-mocked-succession-season-premiere-goes-viral-2023-3 |access-date=2023-03-29 |website=Insider |language=en-US}}{{cite web |title='Succession' Season Premiere Drives 310 Percent Search Interest Spike for Burberry Handbags After Viral 'Ludicrously Capacious' Scene |url=https://wwd.com/pop-culture/culture-news/succession-burberry-bag-search-interest-1235597441/ |website=WWD |access-date=1 May 2023 |date=29 March 2023}}{{cite web |last1=Segarra |first1=Edward |title='Succession' fans can't get enough of 'monstrous' Burberry bag cameo: 'It deserves an Emmy' |url=https://www.usatoday.com/story/entertainment/tv/2023/03/29/succession-season-premiere-burberry-bag-viral-moment/11565460002/ |newspaper=USA TODAY |access-date=1 May 2023}}

Logo Burberry 02.svg|1999–2018{{cite web |title=戰馬回歸、狐狸與天鵝為何獨具意義？關於Burberry Logo演變故事：創新不是抹滅，而是延伸百年經典元素！ |url=https://www.gq.com.tw/fashion/article/burberry-logo-%E6%95%85%E4%BA%8B-daniel-lee |website=GQ Taiwan |access-date=2 May 2023 |language=zh-Hant-TW |date=7 February 2023}}

Burberry wordmark.svg|1999–2018{{cite web |title=Burberry Has Changed Its Iconic Logo for the First Time in 20 Years {{!}} Fortune |date=2 August 2018 |url=https://fortune.com/2018/08/02/burberry-new-logo/ |access-date=2 May 2023}}

Burberry Logo.svg|2018–2023{{cite web |last1=Admin |first1=Joe-LMW |title=Burberry Logo and Its History {{!}} LogoMyWay |url=https://blog.logomyway.com/burberry-logo/ |access-date=2 May 2023}}{{cite web |title=Burberry Logo and symbol, meaning, history, PNG, brand |url=https://1000logos.net/burberry-logo/ |website=1000logos.net |access-date=2 May 2023}}

Burberry Logo Subline.svg|2018–2023{{cite web |title=Burberry Logo, symbol, meaning, history, PNG, brand |url=https://logos-world.net/burberry-logo/ |access-date=2 May 2023}}

Logo Burberry 04.svg|since 2023{{cite web |title=Daniel Lee breathes new creativity and life at Burberry |url=https://www.lofficielmalaysia.com/fashion/daniel-lee-burberry-debut-new-logo |website=L'Officiel Malaysia {{!}} Fashion, Beauty, Lifestyle, Arts & Culture |access-date=2 May 2023 |language=en}}

Logo Burberry 03.svg|since 2023 (coloured){{cite web |title=Inside Daniel Lee's brand new vision for Burberry |url=https://www.lifestyleasia.com/kl/style/fashion/daniel-lee-new-look-and-logo-for-burberry/amp/ |website=Lifestyle Asia Kuala Lumpur |access-date=2 May 2023 |date=7 February 2023}}

Logo Burberry 01.svg|since 2023{{cite web |last1=Maoui |first1=Zak |title=Burberry's big return to British eccentricity |url=https://www.gq-magazine.co.uk/fashion/article/new-burberry-daniel-lee-2023/amp |website=British GQ |date=6 February 2023 |access-date=2 May 2023}}

{{reflist|30em}}

{{Commons category|Burberry}}

• [https://www.burberryplc.com Official Burberry Group plc corporate website]
• [https://www.burberry.com Official Burberry consumer website]
• {{PM20|FID=co/003929|TEXT=Documents and clippings about|NAME=}}

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