Burberry is making bold changes under the leadership of its new chief executive, Joshua Schulman, as it seeks to reverse declining sales and recapture its footing in the luxury market. On Tuesday, the British fashion house appointed Jonathan Kiman as its new chief marketing officer, replacing Rod Manley, whose departure was announced earlier this year.
“Kim has a wealthy of experience in rejuvenating brands and building digital – savvy marketing organizations”.
Kiman, who starts on Sept.9, comes to Burberry from Gucci, where he spent 12 years in various senior roles, most recently as chief marketing officer. He also served as chief brand officer at Versace. His arrival signals a clear focus on strengthening Burberry’s marketing capabilities as it battles to regain relevance amid a challenging macroeconomic backdrop.
“Kim has a wealthy of experience in rejuvenating brands and building digital – savvy marketing organizations”, Schulman said in a statement. “I look forward to working closely with him to enhance our marketing capabilities and strengthen the Burberry brand”.
Kiman’s appointment is part of a broader reshuffling of Burberry’s top management. The company also named Laura Dubin – Wander as president of the Americas, effective Wednesday. Dubin – Wander, who will be based in New York City, was most recently CEO of OTB North America and has held senior positions at Christian Dior Couture, Givenchy, and Coach.
“Dubin – Wander is a results – driven and dynamic leader with demonstrated success in building and developing winning teams”, Schulman said. “I am delighted to be working with her to grow our business in the Americas.”
The leadership shake-up comes as Burberry faces mounting financial pressure. The company’s stock has tumbled nearly 70% over the past year, and its market capitalization has shrunk to about £2.37 billion ($3.03 billion). Burberry reported a 22% drop in first-quarter retail revenue, with comparable store sales down 21% leading to what Chairman Gerry Murphy called a “disappointing” performance.
Burberry’s struggles come at a time when luxury brands across the board are feeling the effect of economic uncertainty, inflation, and shifts in consumer behavior. If the weakness in demand for luxury goods persists into the second quarter, Burberry could report an operating loss for the first half of its fiscal year, which ends Sept 30. This could mark a significant fashion heritage.
Schulman, who was brought in to replace Jonathan Akeroyd as CEO in July, faces the formidable challenges of steering Burberry back to growth. He is known for his experience in high-end fashion, having held leadership roles at Coach, Jimmy Choo, and Bergdorf Goodman. Burberry’s board has tasked him with broadening the brand’s appeal while sharpening its focus on luxury outerwear and soft accessories – categories that have historically been Burberry’s strengths.
“Josh is a proven leader with an outstanding record of building global luxury brands and driving profitable growth”, Murphy said when Schulman was appointed. “His extensive experience in luxury and fashion will be key to realizing Burberry’s full potential”.
The brand’s iconic trench coats and signature scarves have long been synonymous with British elegance, but Burberry has struggled to keep peace with luxury rivals such as Gucci and Louis Vuitton, both of which have managed to appeal to younger, digitally native consumers. Schulman’s mandate is to modernize Burberry’s image while maintaining its heritage – a delicate balance that will require a strong marketing push and a clear strategic vision.
Kiman’s expertise in digital marketing, combined with his track record at Gucci and Versace, will be crucial in helping Burberry re-engage with a global audience that increasingly expects seamless digital experiences and strong brand narratives. At the same time, Dubin – Wander’s experience in the North American market will be key to driving growth in a region that remains one of the most important for luxury brands.
The company’s leadership reshuffle and its focus on revitalizing the brand come at a crucial moment for Burberry. With its place in the FTSE 100 index of blue – chip stocks under threat and its financial performance under intense scrutiny, Burberry’s future depends on how quickly Schulman and his team can turn things around.
For Burberry, this is more than just a management overhaul – it’s a bet on new leadership to navigate through one of the most challenging periods in the company’s history. The task ahead is daunting, but Schulman and his team are taking decisive steps to lay the groundwork for a potential turnaround. Whether these moves will be enough to restore Burberry’s shine in the fiercely competitive luxury market remains to be seen.
With the luxury fashion world watching closely, Burberry’s next chapter will be defined by its ability to balance tradition with modernity, digital innovation with craftsmanship, and global appeal with exclusivity. The stakes couldn’t be higher.
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