Burberry shares slump again after China excitement fades

​Burberry's share price falls again

​Burberry, the iconic British luxury fashion brand, has seen its share price plummet to a 15-year low, reflecting broader challenges in the luxury goods sector. On Tuesday, the shares resumed their falls, dropping 7% at one point as Chinese stocks tumbled due to a lack of news about fresh stimulus measures.

​This sharp decline comes on the heels of Burberry's recent exit from the FTSE 100, marking a significant fall from grace for the once-thriving luxury retailer. The company has struggled to regain investor confidence after a series of profit warnings led to a staggering 70% plunge in its share price over the past year.

​Luxury sector faces headwinds

​The troubles at Burberry are symptomatic of wider issues plaguing the luxury goods industry. Several factors have contributed to the sector's current struggles:

1. Slowing demand in China

   ​China, long considered the engine of growth for luxury brands, has seen a significant slowdown in consumer spending. The country's economic challenges have led to more cautious spending habits among its aspirational consumers, impacting sales for many luxury brands.

2. Global economic uncertainty

   ​The broader global economic landscape remains uncertain, with inflationary pressures and geopolitical tensions affecting consumer confidence and spending patterns across key markets.

3. Shifting consumer preferences

   ​Changing consumer tastes and a growing focus on sustainability have put pressure on traditional luxury brands to adapt their offerings and marketing strategies.

​Burberry's struggle to maintain luxury status

​Analysts at Barclays have raised concerns about Burberry's ability to sustain its high-end luxury brand image. The company's pricing strategy and overall performance have come under scrutiny, with some questioning whether Burberry can truly compete with the likes of Louis Vuitton (LVMH) and Chanel.

​Despite efforts by creative director Daniel Lee to rebrand the company around a theme of "Britishness", these initiatives have yet to translate into increased sales. The appointment of Joshua Schulman as the new CEO, following the departure of Jonathan Akeroyd, signals the company's intention to chart a new course.

​Industry-wide challenges

​Burberry is not alone in facing these headwinds. Other luxury conglomerates, such as Kering (owner of Gucci and Balenciaga), have also seen their stock downgraded amid fears of declining demand, particularly in China. Even industry giant LVMH has reported weak sales growth, indicating the pervasive nature of the current challenges.

​Looking ahead: can Burberry bounce back?

​As Burberry grapples with these challenges, the key question is whether the brand can regain its footing in the competitive luxury market. Chairman Gerry Murphy has promised "decisive action to realign our offerings to better resonate with Burberry's core customers". However, the road to recovery may be long and arduous.

​The luxury sector's ability to navigate these turbulent times will depend on several factors:

1. ​Adapting to changing consumer preferences
2. ​Successfully tapping into new markets and demographics
3. Striking a balance between exclusivity and accessibility
4. Embracing digital transformation and innovative retail experiences

​For Burberry and its peers in the luxury goods sector, the coming months will be crucial in determining whether they can weather the storm and emerge stronger on the other side. Much will depend on whether China, the key engine of growth for Burberry over the past decade, can revive its faltering economy.

​Burberry share price – technical analysis

​Burberry shares enjoyed a 30% bounce from their early September lows to a high around 720p by the end of the month.

​However, this bounce left the long-term downtrend firmly in place, and indeed has arguably strengthened it. Over the past week the price attempted to rebound back above the 50-day simple moving average (SMA), but has reversed course again on 8 October.

​Renewed declines now target the September lows at 556p, and given the gloomy outlook, the share price may continue to decline.