Burberry Stock Sinks. Is the Problem Its CEO or the Luxury Consumer?

Burberry had a nightmarish start to the week on Monday after the luxury clothing brand warned of a slump in its profits and replaced its CEO.

The UK-based company’s American depositary receipts were down 16.9% to $9.79 shortly after the opening bell, while its London-listed shares slid 16.8% to 737 pence to their lowest level since 2010.

It’s hard to tell what part of a dire trading update that Burberry published on Monday sparked the selloff, with the company flagging weaknesses in the luxury sector and announced a leadership shake-up.

The fashion giant said in a statement that called its performance for the fiscal year “disappointing” and warned that the luxury market “is proving more challenging than expected”. It’s set to post its earnings for the quarter that ended on June 30 on Friday.

Burberry also announced a change at the top, with former Michael Kors boss Joshua Schulman set to replace outgoing CEO Jonathan Akeroyd, and suspended dividend payments.

“We are taking decisive action to rebalance our offer to be more familiar to Burberry’s core customers whilst delivering relevant newness,” Chair Gerry Murphy said in a statement. “We expect the actions we are taking, including cost savings, to start to deliver an improvement in our second half and to strengthen our competitive position and underpin long-term growth.”

Signs of weak consumer demand have weighed on luxury brands this year, with the slowdown particularly evident in China, which has struggled to reboot its economy ever since calling time on three years of harsh zero-Covid lockdowns at the end of 2022.

Akeroyd had also tried to take Burberry upmarket in a strategy that alienated some would-be shoppers. Fashion blog Miss Tweed reported earlier this year that Murphy had started interviewing potential replacements.

The luxury giant’s rivals French-listed peers also fell after the disappointing trading update. LVMH slipped 2.7%, while Hermès dropped 2.4% and Dior fell 1.7%.

Alibaba Group co-founder Jack Ma said competition will make the company stronger and the e-commerce giant needs to trust in the power of market forces and innovation, according to an internal memo to commemorate the company’s 25th anniversary.

“Many of Alibaba’s business face challenges and the possibility of being surpassed, but that’s to be expected as no single company can stay at the top forever in any industry,” Ma said in a letter sent to employees late Tuesday, seen by The Wall Street Journal.

Once a darling of Wall Street and the dominant player in China’s e-commerce industry, the tech giant’s growth has slowed amid a weakening Chinese economy and subdued consumer sentiment. Intensifying competition from homegrown upstarts such as PDD Holdings ’ Pinduoduo e-commerce platform and ByteDance’s short-video app Douyin has also pressured Alibaba’s growth momentum.

“Only with competition can we become stronger and allow the industry to remain healthy,” Ma said.

The letter came after Alibaba recently completed a three-year regulatory process in China.

Chinese regulators said in late August that they have completed their monitoring and evaluation of Alibaba after the company was penalized over monopolistic practices in 2021. Over the past three years, the company has been required to submit self-evaluation compliance reports to market regulators.

Ma reiterated Alibaba’s ambition of being a company that can last 102 years. He urged Alibaba’s employees to not flounder in the midst of challenges and competition.

“The reason we’re Alibaba is because we have idealistic beliefs, we trust the future, believe in the market. We believe that only a company that can create real value for society can keep operating for 102 years,” he said.

Ma himself has kept a low profile since late 2020 when financial affiliate Ant Group called off initial public offerings in Hong Kong and Shanghai that had been on track to raise more than $34 billion.

In a separate internal letter in April, he praised Alibaba’s leadership and its restructuring efforts after the company split the group into six independently run companies.

Alibaba recently completed the conversion of its Hong Kong secondary listing into a primary listing, and on Tuesday was added to a scheme allowing investors in mainland China to trade Hong Kong-listed shares.

Alibaba shares fell 1.2% to 80.60 Hong Kong dollars, or equivalent of US$10.34, by midday Wednesday, after rising 4.2% on Tuesday following the Stock Connect inclusion. The company’s shares are up 6.9% so far this year.