{"id":210714,"date":"2026-07-17T09:09:57","date_gmt":"2026-07-17T09:09:57","guid":{"rendered":"https:\/\/www.europesays.com\/iran\/210714\/"},"modified":"2026-07-17T09:09:57","modified_gmt":"2026-07-17T09:09:57","slug":"turnaround-strategy-working-says-burberry-despite-iran-war-pressure","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/iran\/210714\/","title":{"rendered":"Turnaround strategy working, says Burberry, despite Iran war pressure"},"content":{"rendered":"

\"FILE<\/a> FILE PHOTO – A general view of the Burberry logo displayed on the facade of its store in New Bond Street. (is associated with: \u00abTurnaround strategy working, says Burberry, despite Iran war pressure\u00bb) Yui Mok\/PA Wire\/dpa <\/p>\n

British luxury fashion brand Burberry has said its turnaround strategy is working, on the back of growth in North America and China, but spending in Europe has come under pressure amid the conflict in the Middle East. <\/p>\n

Boss Joshua Schulman said he was pleased with the brand’s progress over the first quarter, as it pushes ahead with the Burberry Forward turnaround strategy launched in late 2024. <\/p>\n

The business has refocused on its British heritage and altered its pricing strategy, shifting away from some of its ultra-luxury lines. <\/p>\n

The London-listed business reported that retail revenues lifted by 5% to \u00a3455 million ($520.8 million) for the 13 weeks to June 27, compared with a year earlier. <\/p>\n

Growth was also supported by a 1% increase linked to positive currency exchange rates. <\/p>\n

It said the recent positive performance was supported by 12% growth in its Americas business, and a 9% rise in greater China. <\/p>\n

China had a particular boost from local shoppers and strong demand from Gen Z customers, the brand said. <\/p>\n

Elsewhere in Asia, the business highlighted an 11% increase in South Korea, linked to both local and tourist spending, but this was partly offset by a 2% decline in Japan. <\/p>\n

In Europe, the Middle East and Africa, the group reported a 3% drop in sales, highlighting a drag from the Iran war and weaker tourist spending. <\/p>\n

Burberry said recent sales growth was also supported by strong demand for raincoats, jackets and scarves, with outerwear sales up by double digits. <\/p>\n

Mr Schulman, chief executive of Burberry, said: “For the first time in three years, we saw growth across our womenswear, menswear, accessories and childrenswear divisions, anchored by the outperformance of outerwear. <\/p>\n

“Our strategy is working. <\/p>\n

“We are attracting a broad range of luxury customers across product categories, channels and geographies, reinforcing my confidence in the opportunities ahead.” <\/p>\n","protected":false},"excerpt":{"rendered":"FILE PHOTO – A general view of the Burberry logo displayed on the facade of its store in…\n","protected":false},"author":2,"featured_media":210715,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[3],"tags":[61334,61338,34,196,61336,61337,1157,61335],"class_list":["post-210714","post","type-post","status-publish","format-standard","has-post-thumbnail","category-iran","tag-burberry","tag-burberry-forward","tag-iran","tag-iran-war","tag-joshua-schulman","tag-pricing-strategy","tag-strategy","tag-turnaround-strategy"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@iran\/116934542756637671","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/posts\/210714","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/comments?post=210714"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/posts\/210714\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/media\/210715"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/media?parent=210714"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/categories?post=210714"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/iran\/wp-json\/wp\/v2\/tags?post=210714"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}