Name: What A$AP Rocky Taught Burberry's CEO About Brand Building
Uploaded: 2026-06-10T17:08:00Z
Duration: 2 min 34 s
Description: When A$AP Rocky walked into a Burberry store and bought one of the brand's most iconic products, it reinforced a lesson that would help shape the company's future. At the WSJ CEO Council Summit in London, Burberry CEO Joshua Schulman joins Emily Glazer, Enterprise Reporter at The Wall Street Journal, to explain why the moment became an important milestone in the company's turnaround.

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When A$AP Rocky walked into a Burberry store and bought one of the brand's most iconic products, it reinforced a lesson that would help shape the company's future. At the WSJ CEO Council Summit in London, Burberry CEO Joshua Schulman joins Emily Glazer, Enterprise Reporter at The Wall Street Journal, to explain why the moment became an important milestone in the company's turnaround. Photo: WSJ Leadership Institute

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When A$AP Rocky walked into a Burberry store and bought one of the brand's most iconic products, it reinforced a lesson that would help shape the company's future. At the WSJ CEO Council Summit in London, Burberry CEO Joshua Schulman joins Emily Glazer, Enterprise Reporter at The Wall Street Journal, to explain why the moment became an important milestone in the company's turnaround.

What A$AP Rocky Taught Burberry's CEO About Brand Building

You saw a photo of this famous iconic rapper, spouse of Rihanna, for those of you that don't know, and what was he wearing and why are we even talking about him right now?

Well, it's actually a funny story because I was actually speaking at a conference in New York and the night before the conference, I saw this picture in the press or on my phone, which I guess is the same now, the press in my phone. And so I saw a picture online of him wearing the iconic Burberry scarf. And so I was backstage with our head of a PR in the US and I complimented her. I said, you know, he looked amazing. You know, you know, what did we give him? What else did we give him? And she said, "You know, actually, we didn't give it to him at all. He just popped into our Soho store and he was buying gifts for a lot of people, and he bought that for himself." And I'm like, really? That looked like something that we tried to get out there. And she said, "No, that was absolutely organic." And it was at a pivotal moment. It was about six months after I started in the company and we had just launched the first new campaign of the new era, which was reconnecting Burberry with its original brand purpose to protect people from the weather, heroing our iconic check and heroing our outerwear category to reconnect us with what people love about Burberry. And so to hear that this global celebrity came into our stores and picked our most iconic item, and then was wearing it out and about, was really gratifying at that moment. And it showed a couple of things to me. One, we have the most opportunity where we have the most authenticity. You know, for the better part of the decade, Burberry had chased different trends. So whether that was the street wear trend or whether that was, you know, a very niche trend.

High-end luxury leather.

Yeah, you know, different industry trends. But when we are true to ourselves, we have the most opportunity where we have the most authenticity. And so that was just a great milestone of the last couple of years.