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WCRC Researched Brand · World's Most Powerful Brands 2026 · Second Global Mega Edition

Burberry

Burberry is a British heritage luxury fashion house owned by Burberry Group plc and listed in London. It is best known for its trench coat, its check pattern and its equestrian knight emblem, and holds a Royal Warrant. The brand is in the middle of a turnaround under chief executive Joshua Schulman, aimed at resetting its British heritage positioning after a blurred period, with revenue of GBP2.42 billion and adjusted operating profit of GBP160 million. A 2018 controversy over destroying unsold stock led the company to change its policy. WCRC's research found Burberry strongest in the distinctiveness of its visual identity, in the differentiation its trench and check give it, in its luxury packaging and store experience, and in its reputation for outerwear craft.

Region
Europe
Country
United Kingdom
WCRC research
Full 50-parameter assessment

What WCRC found

  1. A highly distinctive visual identity: the Burberry check and equestrian knight are recognised worldwide.

  2. Clear differentiation built on signature assets such as the trench coat, backed by a Royal Warrant.

  3. A strong luxury experience in packaging and stores, and a reputation for outerwear craft.

What holds it back: Its financial position is the weak point during the turnaround, with revenue of GBP2.42 billion and adjusted operating profit of only GBP160 million after declines.

Status in the 2026 edition

Burberry was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

WCRC publishes scores only for the 100 ranked brands. How WCRC ranks brands.

Most powerful Luxury & Fashion brands

#4 Hermès, #16 Louis Vuitton, #21 Chanel, #30 Cartier, #36 Dior, #37 Tiffany & Co.

Questions people ask

Is Burberry in the WCRC World's Most Powerful 100 Brands 2026?

Burberry was assessed in full on all 50 WCRC parameters for the 2026 edition. It is not among the 100 ranked brands.

Which Luxury & Fashion brands are ranked in 2026?

The most powerful Luxury & Fashion brands in the 2026 ranking are Hermès (#4), Louis Vuitton (#16), Chanel (#21), Cartier (#30), Dior (#36), Tiffany & Co. (#37).