Burberry boss goes back to fashion basics in a bid to halt decline

Burberry’s recently appointed chief executive officer has pledged to return the British fashion brand to its roots as a maker of trenchcoats and scarves, in a move welcomed by investors.

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Burberry’s recently appointed chief executive officer has pledged to return the British fashion brand to its roots as a maker of trenchcoats and scarves, in a move welcomed by investors. Shares of Burberry rose by as much as 15pc in early trading in London yesterday after Joshua Schulman said he would undo the missteps of previous management teams who had tried to push Burberry too hard and too fast into the upper echelons of the luxury sector and lost loyal customers along the way..