wen | yuansight anran

congyinglunguizudaoaolaihuanghou，mouzhongchengdushang，burberrykeyishuoshixinyilunshechipinxingyexipaizhongdediyigexishengpin。

jinri，yingguoshechipingongsi burberry jituangongbu2025shangbancainianyeji，jiezhi9yue28ride26zhounei， jituanzongyingshoutongbixiajiang22%zhi10.86yiyingbang，angudinghuilvjisuantongbixiajiang20%；jingdiaozhengjingyingkuisun4100wanyingbang，shangniantongqiweiyingli2.2yiyingbang。

shishishang，jinnianlaiburberryzaoyiyinyunlongzhao，bujinheqitashepaiyiyangmianlinquanqiushechipinxiaofeipiruandekunjing，zishenyeshiwentichanshen。

zaiyejieyuxiaofeizheduiqipinpailaohua、chuangyipifadezhiyishengzhong，burberrywuniansancihuanshuai，qitutongguogaocengbiangedaidongpinpaichuangxin，bingtongguotijiadengshouduanjinyibuxianggaoduanhuabenqu。2018nian，shirenburberry ceo demarco gobettibiaoshi，burberryweilaiyinggaixianggenggaoduandeshechipinpaijinhua，zhongxinnahuijiagezhudaoquan。

ranerzhongzhenjihuashouxiaoshenwei。zaijingjizengsufanghuan、xiaofeiriqujinshendedangxia，fazhanluxianyouxiemangmudeburberryshoudangqichong，shoudaoxingyehanliudechongji。

youyisideshi，zaiquanqiudiqumendianxiaoshouefenfenxiahuadeshi，burberryaotelaisimendianquechengxianyipaihuorejingxiang，shenzhibigaipinpaideershemaishoudiangengchixiang。

buguo，jinguanqiaolaidianxiaoshoushimeng，duanshijianneiweipinpaitigongbufenlirunzhicheng，danlingyifangmian，daliangjinzhuaolaidianyebuduanxiaojieburberryzaixiaofeizhexinzhongdepinpaijiazhigan，shiqitijiajucuonanyiweiji，shepaigaoduanxingxiangbuduanshoudaoxueruo。

zaizuixincaibaofabuhou，burberryshangrenbuzubanniandexinceo joshua schulmanxuanbugengxingongsizhanlve，jiangyi“burberry forward”weihexin，jujiaopinpaijingdianhewaitaopinlei，jiangdipijushoujia，youhuapifaheaolaiqudao。

raner，jinjijiuzhengdeburberry，qianfangyijiuchongmanweizhishu。

冰火两重天

burberryshibenlunshechipinhanchaoshouchongjizuiyanzhongdeshepaizhiyi。

2025shangbancainian，burberryzaiquanqiuzhuyaodiqumendianxiaoshouyewufenfenkuitui。shujuxianshi，baogaoqinei，burberrykebimendianxiaoshouetongbixiajiang20%。qizhong，yataidiqutongbixiajiang25%；emeia（ouzhou、zhongdongheyindudiqu）tongbixiajiang13%；meizhoudiqutongbixiajiang21%。

yuzhixiangbi，faguoshechipinjutoulvmhzai2024cainiandisanjidushouruxiadie4.4%zhi190.7yiouyuan。danshi，chuyazhou（bubaohanriben）yiwai，lvmhzaimeiguo、ouzhoudengjunshixianzengzhang。youqizairibendiqu，lvmhqiansanjiduyoujishourudazhang36%，meiguoshichangyoujizengzhang1%，ouzhoushichangyoujizengzhang3%。

ciwai，jinguanguccimugongsikaiyunjituan2024niandisanjiduyingshoutongbixiahua15%zhi37.86yiouyuan，guccipinpaidisanjidushouruxiahua26%，qietongyangmianduiqudaofenxiaotiaozhanjijiannanshichanghuanjing，dankaiyunjituanrengyoubottega venetadengpinpaidandangtuidongzengzhangdehoubeililiang。youkaiyuntuodi，biqijinkaodanpinpaifazhandeburberry，gucciderizihaisuanhaoguo。

jinnian7yue，juyingguomeiti《meiridianxunbao》baodao，burberryyinyejibiaoxianqianjia，jiangdaliangcaijiangongzuogangwei。xiangguanbaodaocheng，burberryquanqiuyuangonggongyou9169ren，cicicaiyuanyugujiangzhuyaoyingxiangyingguoyuangong。julejie，burberryshangyiluncaiyuanfashengzai2020nian，yinyiqingyalicaijianle500ren，yijiesheng5500wanyingbangchengben。

ciwai，yejicandandeburberryhaixianru“maishen”yiyun。jujinriyingguoweibaoxiaoxi，yidalishechipinjituanmoncleryouyishougouburberry。raner，monclerduiyuzheiyichuanwenbuyuzhiping，chengbuhuidui“weijingzhengshideyaoyan”fabiaopinglun。

jinguanburberryzaigaojishangchangxiaoshoulengdan，danzaiaolaimaichangqueshitouhuore。bingqie，burberrydeaolaidianshuliangzaishepaizhongyiqijuechen，yizhibeixiaofeizhexichengwei“aolaihuanghou”。

caibaoshujuxianshi，jiezhi9yue28ri，burberryzaiguoqubannianxinkai19jiamendian，guanbi12jia，muqianquanqiuzhiyingmendiangongyou429jia，erburberryaolaimendianjiuchaoguo50jia。

jibiantongyangbeigoubing“aolaizhuangong”degucci，aolaidianzhanbiyeburuburberry。2023nian，gucciquanqiumendianwei538jia，qizhong47jiashiaolaimendian，zhanbibuzu10%。kaiyunjituanyebiaoshi，yiyoujihuajianshaoqixiachanpinzhekouyugucciaolaidiandeshuliang。

burberryaolaimendiannengdaxingqidao，yupinpaifangjiangdikucun，jianshaochengbenyitigaolirunyouguan。

yifangmian，jujoshua schulmanzhichu，burberry mianlin “yanzhongdekucunguosheng”wenti，eraolaidianchanpinjiagejiaodigengshouhuanying，youzhuyuxiaomiekucun。youshishangmaishouxiangyuansighttoulu，burberryyuanjia3000ouyuanzuoyoudewaitao，300ouyuanzuoyoujiunengdaoshou，jiejin1zhedejudazhekoulidu，rangaolaiburberrybiqiersheburberryhaichixiang。

lingyifangmian，juhuifengyinxingguji，burberrylaiziaolaidiandexiaoshouezhanbigaoda30%，erjinglirunzhanbigengshidadao60%。xiangjiaoyugaojishangchangmendian，aolaidianwuluncongxiaoshoulianghaishichengbenzhichushang，dougengzhanyoushi。

dantongshi，zaiaolaidiandehuoreshitouyeranggandaoburberrybuan。duikuaixiaofushilaishuo，jiyadekucunchanpinkuaisuqingxiaoduipinpaiyingxiangbingbuda，yinweipinpaibingbuduichanpindefujiashuxingfuze。

danduibiaobangshechipindepinpailaishuo，daliangchanpinxiangaotelaisiqingxie，nanmianhuirangxiaofeizhechanshengqiyuanjiayuchanpinjiazhibingbupipeidexiangfa。

“henduoquniandekuanshijinnianjiudadao2zhezuoyou”“sheizhengjiamailezheijiandouhuixiangbapinpailaheiba”……yuansightfaxian，zaimouxieshejiaopingtaishang，pinfandazhedeburberryyeyinfaxiaofeizheyilun。

aolaiburberrydefanlan，rangburberryzuoweishepaidexuanyaoshuxing、baozhishuxingdaweibiansun，bujinduiyishouchanpinxiaoshouzaochengchongji，yeshipinpaidegaoduanxingxiangzhujianxishi。

积重难返

burberryde“yanzhongkucunguosheng”wentijiyayijiu。

chuququanqiujingjifanghuanduixingyedepubianyingxiang，burberryzishenmangmudechanpincelveshizaochengzheiyiwentidezhuyaoyuanyin，yingxiangzuidade，jiushiqijinnianlaidejijintijiajucuo，yijiquefaguihuadeshejidingwei。

joshua schulmantancheng，“burberryguoqujinianjianzhuanxingchuxiandezuidawentishiguoduzhuiqiujijiexingshishangqushiyijiguoduzhangjia。zheisuozhailepinpainenggoujiechudaodeshouzhongrenqun，yeshiqiyuanbenxingxiangbiandemohu。”

2017nian，marco gobbettishangrenburberryshouxizhixingguan，bingrenmingriccardo tiscidanrenchuangyizongjian。ju《nvzhuangribao》baodao，marco gobbettishangrenchuqibianrenweipinpaidedingjiameiyouchongfenfanyingchuqidaibiaodeshechijiazhi。burberryweilaiyinggaixianggenggaoduanjinhua，zhongxinnahuijiagezhudaoquan。

2022nian，zaimarco gobbettihericcardo tiscilirenzhihou，jierendejonathan akeroydjixu“shangwei”celve，zaidaniel leeshangrenchuangyizongjianhoutuichudechanpinshoujiayegenggao。juboensitandecesuan，zaichuangyizongjiandaniel leezhixia，burberrytuichudexinshoudaipingjunbijiukuangui58%。

ranerzheiyijucuobingweizouxiao。zuoweierxianshechipinpai，burberrypinpaijiazhigenjibusuanwen，xiangjiaoyuaimashi、xiangnaierdeng，chanpinshejijipinzhishangbugouchucai，chanpintouzishuxingjiaoruo，quefazhichizhangjiadepinpaijichu。

qiangxingzhangjiahoudeburberrynanyitigongjixiaofeizhewuchaosuozhidetiyangan，jishuyuanleyuanxiandezhulizhongchanxiaofeizhe，duifuyuxiaofeizhedexiyinliyebugouda，gaojiachanpinzhixiaodejiejuyejiuhenrongyiyujian。

qici，chixubuduandegaoqiangduchuangyishejishishixianpinpaizengzhangdequdongli。

截图来源于Burberry天猫旗舰店

danzuoweidanshengyu1856deshechipinpai，burberryyijinghenzhangshijianmeiyoubaokuanchansheng。qifazhanluxian，yelingrenganjuehunluan。

zhongsuozhouzhi，burberryyifengyiwenming，ranerzaihouxufazhanzhong，chanpincezhongkuozhanzhibaodaiyuxielv，bingzaihouzheshangqingzhubushaojingli，tongguojiagediaozhengdengshouduanxianghuoqugengduoxiaofeizhezhuyili，qiangduoshichangfene，ranerqibaodaiyuxielvyingxianglijingzhenglibuzu，fanerdaozhixiaofeizheduipinpailuxiandingweichanshengkunhuo。

xiangbizhixia，zhijinlianxushijigejiduludegaozengzhangdemiumiu，pingjiechuangyisheji，jizhongduolaopaishepaishangleyike。

ciwai，pinfanbiandongdegaocengyerangburberrychongmanbuwendingyinsu——jihumeiyirenshejizongjiandoudailaixinlogo，congyiqiandezhanmalogodaolaohuatb，zaidaodaniel leedelansezhanma。duixiaofeizhelaishuo，daodishenmedaibiaoburberryxiandejinanbianren，qiduiburberryderenzhiyebiandemohu。

zhijin，burberryzaiyeneirengmianlin“youjingdian、meibaokuan”deganga，zaoyupinpaibianshidubuzu、pinpailaohuadeweiji。

紧急纠正

shixingqiadangdejiagekongzhichengweidangxiashechipinxingyedegongshi。

zaiyidalishechipinxingyexiehuijinqijubande2024niandudahuishang，pradajituanshouxizhixingguan andrea guerra biaoshi，shechipinxingyezhishaoyaoweizijidangqiandekunjingdanfubufenzeren。tarenwei，yixieshechipinpaiguodutigaolerumenchanpinjiage，guodupianlilepinpaidedingwei，bingqiemeiyouyouxiaokongzhichengben。

andrea guerra cheng，“jinnianlai，（shechipinxingyezai）dingjiashangchuxianleyigejudadecuowu。jinjinyinwei（tijia）rongyi（caozuo）jiudafutigaodingjia，zheishiyigecuowu。erqiewomenweinengrangxiaofeizhezhenzhengaishangwomendechanpin，yizhiyutamenganshoudaolejiageyujiazhizhijiandebupipei，zheishiwomengongzuozhongdezuidashibai。”

kongjiayeshidangxiashichangshoujin、xiaofeishousuotichudekeguanxuyao。

genjubeienzixunyanjiubaogao，yuji2024nianquanqiushechipinzhichujin1.5wanyiouyuan，yuqunianxiangbizaixiadie1%daozengzhang1%zhijian。qizhong，quanqiugerenshechipinshichangjianganshijihuilvxiajiang2%zhi3630yiouyuan。

beienhehuorenfederica levatobiaoshi，chuquyiqingzhiwai，zheishizi2008nianjinrongweijiyilaigerenshechipinxingyeshoucichuxianxiahua，chuangxialishizuidishuiping。

joshua schulmanzhichu，jinnianlai，burberryguoduzhuiqiu“pinpaitisheng”，tigaojiage，shuyuanlekehu，jiangshichangdingweipianxiangyigegengxiazhaidexiaofeizhequnti。zheigezhanlveshiwujiajulequanqiushechipinxuqiuweisuodeyingxiang，youqibiaoxianzaiburberrydezhongyaoxiaofeiqunti——zhongguoxiaofeizhezhizhong。

2025shangbancainian，burberryzhongguodalukebimendianxiaoshouetongbixiajiang24%（q1xiajiang21%，q2xiajiang27%），zaiquanqiufanweinei，zhongguokehuquntidexiaofeiexiajianglejinliangweishu，guojishichangdierjidudebiaoxianjixuhaoyuzhongguodalu。

yanjianjulunjijiangzhuangxiangbingshan，7yuelinweishoumingdejoshua schulmanjimangzhuanduo，zaizuixinjiducaiwushujugongbuhou，qidongmingwei“burberry forward”quanxinzhanlvejihua。

zheiyizhanlvezhuyaocongqianghuapinpaixingxiang，jiashenpinpaiyinjikaishi。genjuguihua，burberryjiangzhongxinjujiaoyuwaitaoheweijin，jinguanyiqianzheilianggepinleiyingaodushiyongxing、rumenshuxingdengbeirenweishiqigenggaoduanhuadezuai，danjoshua schulmanrenweitamendaibiaolepinpaigenyuanhexingxiang，“zaiwaitaoheweijinleibiezhongjuyouquanweixing，zaizheiyishiqiyeyizhibaochizherenxing”。

qicishikongjiafangmian。genju《huaerjieribao》baodao，burberrycong2024niannianzhongkaishixiadiaobufenchanpinshoujia，joshua schulmandegaigejinyibumingquegaicelvedeluodi。weilai，burberrydeshoudaishoujiajiangjizhongzai1500-2000yingbangzhijian，ciqianjizhongyu2000yingbangzuoyou，gaojiashoudaizaigaipinleizhongdezhanbijiangwei5%-15%。

yucitongshi，joshua schulmanhaixuanbuqidongchengbenjieyuejihua，yihoumeinianjiesheng4000wanyingbang（bencainianjiangjiesheng2500wanyingbang），bingjiangjinkuaijiejuekucunguoshengwenti，huifuchanpinxiquexing。

“woshangrendetoujigeyuerangwozaicijianxin，burberry shiyigefeifandeshechipinpai，juyoudianxingdeyingguotese，jianjuchuantonghechuangxin。”jinguanjiangdailingburberry“jieyisuoshi”，joshua schulmanduiweilairengbaoyileguan。

“womenzuijindebiaoxianbujiayuanyujigeyinsu，baokuopinpaizhixingbuyizhiyijiquefaduiwomendehexinwaitaoleibiehehexinkehuqundeguanzhu。jintian，womenzhengjinjicaiquxingdong，jiuzhengfangxiang，wendingyewu，rangburberryzhongfankechixudeyinglizengzhang。”