Following the company’s disappointing H2 results, Joshua Schulman presented ‘Burberry Forward’ — a detailed plan that includes a reset of its pricing structure and a renewed focus on the core customer.

Read what analysts think of Burberry's turnaround plan that involves cost cutting of 40 million pounds and focussing on core strengths.

Burberry will use its British heritage appeal to win back customers by focusing on trench coats and scarves and be less ambitious with prices on bags and shoes, the loss-making luxury brand said in a revamp that sent its shares up sharply.