Before we dive deep into the SWOT analysis, let’s get the business overview of Burberry. Burberry is a luxury fashion brand headquartered in London, England. The company was founded in 1856 and is known for its iconic trench coats, signature check patterns, and innovative designs that combine traditional craftsmanship with modern technology.

Burberry offers a range of products, including apparel, accessories, and fragrances for men, women, and children. The company operates in over 50 countries worldwide through its retail stores, online platforms, and wholesale partnerships network.

In recent years, Burberry has undergone a significant transformation, focusing on streamlining its operations, increasing efficiency, and enhancing its digital capabilities. The company has invested heavily in technology and innovation, including using artificial intelligence in its supply chain and developing immersive customer shopping experiences.

Burberry has also strongly emphasized sustainability, committing to several initiatives aimed at reducing its environmental impact and promoting responsible business practices. These include setting targets to reduce carbon emissions, phasing out hazardous chemicals, and sourcing sustainable materials for its products.

Overall, Burberry remains one of the world’s most iconic luxury fashion brands, renowned for its timeless designs, innovative spirit, and commitment to sustainability.

Financial Performance 2022

  • Revenue reached £3.1 billion, up 5% at constant exchange rates (CER) and 10% at reported rates.
  • Adjusted operating profit was £634 million, up 8% at CER.
  • Reported operating profit was £657 million, up 21%

How Burberry reclaimed its brand by selling luxury, content, and a piece of history

Here is the SWOT analysis for Burberry

A SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of a business, project, or individual. It involves identifying the internal and external factors that can affect a venture’s success or failure and analyzing them to develop a strategic plan. In this article, we do a SWOT Analysis of Burberry.

SWOT Analysis: Meaning, Importance, and Examples


Burberry is a well-established and reputable luxury fashion brand with many strengths, including:

  1. Strong brand recognition: Burberry is known worldwide for its iconic trench coats, signature check patterns, and innovative designs, making it one of the most recognizable fashion brands in the world.
  2. Innovative design: Burberry has a long history of creating innovative designs that combine traditional craftsmanship with modern technology, such as using digital technology to create immersive shopping experiences for customers.
  3. Broad product range: Burberry offers a range of products, including apparel, accessories, and fragrances for men, women, and children, catering to a wide range of customer preferences.
  4. Global presence: Burberry operates in over 50 countries worldwide through its network of retail stores, online platforms, and wholesale partnerships, giving it a solid global presence.
  5. Focus on sustainability: Burberry has committed to sustainability, setting targets to reduce carbon emissions, phasing out hazardous chemicals, and sourcing sustainable materials for its products.
  6. Strong financial performance: Burberry has a history of strong financial performance, with consistent revenue growth and profitability.
Source: Burberry


While Burberry is a successful and reputable luxury fashion brand, there are also some weaknesses to consider, including:

  1. High prices: Burberry products are generally priced at a premium, which can limit their appeal to some consumers who may prefer more affordable options. A Burberry bag can cost you ~$2,000.
  2. Dependency on key markets: Burberry has a significant presence in a few key markets, including China and the UK, which can leave it vulnerable to economic fluctuations in those markets.
  3. Limited diversity in product lines: While Burberry offers a range of products, most of its revenue comes from apparel, with little diversity in product lines compared to some of its competitors.
  4. Limited distribution channels: Burberry operates primarily through its retail stores, limiting its exposure to other distribution channels such as third-party retailers.
  5. Limited appeal to younger demographics: While Burberry has tried to appeal to younger demographics through collaborations and social media marketing, it may still be perceived as a brand for older or more traditional customers.
  6. Dependence on iconic products: Burberry’s brand recognition is heavily tied to its iconic trench coats and signature check pattern, which can limit the appeal of other products in its range.


There are several opportunities that Burberry could pursue to grow and expand its business, including:

  1. Expansion in emerging markets: Burberry could focus on expanding its presence in emerging markets, such as Southeast Asia and South America, by tapping into new customer bases and reducing its dependence on a few key markets.
  2. Digital transformation: Burberry has already made significant investments in digital technology and could continue to expand its digital capabilities, such as by enhancing its e-commerce platform, investing in artificial intelligence, and using data analytics to gain insights into customer preferences.
  3. Diversification of product lines: Burberry could diversify its product lines beyond apparel and accessories by expanding into new categories like home furnishings or beauty products.
  4. Collaboration with other brands: Burberry could collaborate with other brands, such as luxury car companies or technology companies, to create new products and experiences that appeal to a broader range of customers.
  5. Expansion of retail channels: Burberry could explore new retail channels, such as pop-up stores or shop-in-shops, to reach customers in new locations or increase the accessibility of its products.
  6. Sustainability initiatives: Burberry could continue to focus on sustainability initiatives, such as developing more sustainable materials or partnering with other companies to reduce its environmental impact, to appeal to environmentally conscious consumers. In 2022, Burberry Banned Exotic Animal Skins From Future Collections.
  7. Expansion of customer base: Burberry could also focus on expanding its customer base by reaching out to younger demographics through social media campaigns and collaborations with influencers or celebrities.


There are several threats that Burberry may face, which could impact its business operations and financial performance, including:

  1. Economic uncertainty: Economic uncertainty, such as recessions or political instability, could impact Burberry’s sales, particularly in key markets, and reduce consumer spending on luxury goods.
  2. Intense competition: The luxury fashion industry is highly competitive, with many established players and new entrants, which could impact Burberry’s market share and pricing power.
  3. Counterfeiting and intellectual property infringement: Burberry’s iconic check pattern has been the subject of counterfeiting and intellectual property infringement, which could damage the company’s brand image and reputation and impact its financial performance.
  4. Shifting consumer preferences: Consumer preferences can shift quickly in the fashion industry, leading to a decline in demand for Burberry’s products if they need to keep up with changing trends and tastes.
  5. Supply chain disruptions: Disruptions in the supply chain, such as delays in sourcing raw materials or manufacturing products, could impact Burberry’s ability to deliver products to customers on time and affect its financial performance.
  6. Regulatory changes: Changes in regulations related to trade, labor, or environmental standards could impact Burberry’s operations and increase costs, mainly if they are more stringent than current standards.

Check out the SWOT Analysis of Global Businesses