Burberry is sticking to its roots to attract Gen Z shoppers. After its attempt at modernizing and leaning into “ultra-luxury” failed to boost sales, the brand launched the “Burberry Forward” strategy. The new approach involves reviving bestselling pieces like its trench coats and well-known check pattern scarves. Burberry has seen momentum with it among Gen Z shoppers in China and Asia Pacific regions and now it’s hoping they’ll get the relevance it needs to court young Brits, too. Burberry’s strategy might push it in the right direction with Gen Z, especially since YPulse data shows that young Europeans are still interested in buying classic products that luxury brands are known for. (Yahoo)
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