Burberry Group Plc is currently going through a strategic transformation led by CEO Joshua Schulman. The goal is to position the brand as a combination of luxury brands Moncler and Ralph Lauren.

Burberry aims to leverage the success of these models as it faces challenges within the luxury sector. Moncler has proven to be one of the top-performing luxury brands, while Ralph Lauren's shares are reaching record highs, indicating a strong market presence.

This shift follows previous efforts by two different CEOs to elevate Burberry's status in the competitive luxury market. Burberry aims to leverage the success of these models as it faces challenges within the luxury sector.