Super model Naomi Campbell in Burberry.Credit: Getty
However, analysts at Barclays said Burberry’s performance is likely to worsen “despite already being one of the worst-performing names in our space”.
“We still see downside as we have concerns around the ability of Burberry to remain a high-end luxury brand in line with our coverage considering its lack of disciplined full-price strategy,” they warned.
It comes almost two months after Burberry suspended its dividend and ousted its chief executive Jonathan Akeroyd, with Joshua Schulman, former chief executive of Coach handbags, hired as his replacement.
Schulman, who also formerly worked for Jimmy Choo, has been handed a so-called “golden hello” pay package worth up to £9.2m, including a £1.2m salary, bonuses and “recruitment share award” worth £3.6m.
As well as hiring a new chief executive, Burberry was planning to axe hundreds of jobs in a race to cut costs, The Telegraph revealed in July.
Fears have risen that the once-prestigious brand has struggled to find an identity that resonates with modern shoppers.
The business has been attempting to refocus its image around “Britishness” in a push led by creative director Daniel Lee, but it has failed to translate into sales growth.
Its chairman, Gerry Murphy, promised in July the brand would take “decisive action to rebalance our offer to be more familiar to Burberry’s core customers”.
Barclays analysts warned Burberry was facing “structural brand weakness”, which led to sales falling 22 per cent from April to June.
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They said: “Burberry looks likely to turn loss-making for the first time in [the December half] and considering that we expect the environment to remain tough next year, it could be difficult to see margin recovery in the short term.”
It has also had to contend with slowing demand for luxury goods across the world, which has hurt investors’ confidence in many of the biggest brands.
This includes Kering, the owner of Gucci and Balenciaga, which was also downgraded by Barclays amid fears of declining demand in China.
Burberry declined to comment.