裁员18%！奢侈品寒冬下，巴宝莉降本自救

Group 1 - The luxury goods industry is facing significant challenges, with Burberry announcing plans to cut costs by £60 million ($80 million) and reduce its workforce by up to 1,700 positions, which is 18% of its global staff [1][3] - This is not the first major layoff for Burberry, as the company previously cut 500 jobs during the pandemic in 2020 due to declining luxury goods demand [1] - Following the announcement, Burberry's stock surged nearly 10%, marking its largest single-day gain in over a month, although the stock has declined 16% this year and was removed from the FTSE 100 index last year [1] Group 2 - The new cost-saving measures build on a previous plan announced by CEO Joshua Schulman to cut £40 million, with the latest initiatives expected to incur one-time costs of approximately £80 million, mostly in cash [3][4] - Despite a smaller-than-expected decline in fourth-quarter sales and an adjusted annual operating profit of £26 million, this figure is significantly lower than the £418 million reported in the previous year [3][4] - Burberry has warned of increased uncertainty in the economic environment due to geopolitical developments, with weakened consumer confidence impacting its appeal to aspirational consumers [4] Group 3 - Under Schulman's leadership, Burberry is attempting to revitalize its brand by focusing on its iconic trench coat, which, while a classic product, poses business challenges due to its long-lasting nature limiting repeat purchases [5] - The company is also shifting its marketing strategy to attract a broader, more global customer base, featuring British celebrities like Kate Winslet and Jerry Hall in its advertising campaigns [5]