Can this fashion house take advantage of its 'Britishness' to rise to the top?

A 2023 file picture shows a Burberry store located in London. Years of efforts to place the UK fashion house’s products on the same racks as those of top-tier labels like Louis Vuitton, Hermes and other European fashion houses have fallen short. Photo: Reuters

Just about every chief executive who has run Burberry Group Plc has characterised the maker of the pricey trench coats with checked linings as the best of British luxury.

But that tag is doing little at the moment to lure potential buyers of high-end fashion. Or even investors, for that matter.