Burberry Artists Strike a Perfect Pitch As Mothership Finds Momentum
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Burberry [IG] is celebrating Valentine’s Day 2025 with a series of paintings by Brooklyn-based artist Jack Kenna [IG]. The modern-perspective artist creates unconventional pairings of familiar objects in a bold, abstract style.
Kenna’s commissioned Burberry artwork features the Rocking Horse bag, an essential Burberry gift inspired by the house’s equestrian heritage and two very different perspectives on the Burberry scarf. From the Burberry website, add yet another painting of the Mini Snip Chain bag.
In Burberry’s Reinvention: Hope Springs Eternal
Burberry posted positive news in the third quarter ending Dec. 28, with a comparable store drop of 4%, compared with a business analysts forecast of 12%.
New Burberry CEO Joshua Schulman is credited with stemming the double-digit sales declines that defined the first half of 2024.
Schulman's strategy to put the focus on Burberry's best-known products to win back customers alienated by less recognisable designs and higher prices carries promise for the heritage brand. The company said cashmere scarves — priced between $522-$1,230 — coupled with outerwear outperformed around the globe.
Refined Luxury Pricing Strategy
As Schulman noted in a call with analysts, the American market, led by Burberry’s refurbished New York store resulted in a 4% increase Y2Y in America for the 3rd quarter. Most press and financial analysts have pointed out the CEO’s success in establishing a more rational pricing strategy for Burberry, one that better understands the price-value proposition in the minds of luxury consumers.
What isn’t widely reported is Burberry stretching price points in its most high-value items like a women's trench coat with mohair wool trims, priced at $13,900.
Working Together
Schulman also cited the impact of Burberry’s creative and commercial teams working together at London’s Horseferry House. “The teams are now physically closer together, and there’s better collaboration. We are reigniting the creative and commercial alchemy” of the brand, he said.
Burberry 57th Street New York
Burberry turned to Wiltshire, UK artist Liubov Edwards [IG] for an illustration of the mid-October reopening of the Burberry flagship store on 57th street in Manhattan.
Burberry Portraits Gone Wild: Meet GrimeGran
The brand is also running a new project called Burberry Portraits that is devoid of pretension, but also full of surprises.
Take GrimeGran, for example. You think you know her, right? Burberry is getting back to tried-and-true-basics. Core Burberry customer.
GrimeGran deserves a second look from her own IG, after the video. “A bit of sparkly” is a Burberry understatement. VERY clever.
