The 2024/25 Annual Report presents Burberry’s strategic evolution into a "Timeless British Luxury" brand, with a renewed focus on core categories such as outerwear and scarves to elevate brand desirability. The report acknowledges the challenges posed by a broader slowdown in the luxury market, particularly within soft luxury goods, which impacted sales and profitability.

Burberry’s strong commitment to sustainability is a central theme, with significant reductions in emissions, progress in responsible sourcing, and initiatives to support circular business models throughout the supply chain. The report also outlines the company’s governance practices, risk management approach, and executive remuneration.

In addition, it highlights efforts to foster a positive workplace culture and strengthen engagement with stakeholders. Overall, the document offers a detailed view of Burberry’s performance, strategy, and operational priorities during a dynamic year shaped by market uncertainty and increasing expectations around corporate responsibility.