The Burberry scarf is so back

• Burberry scarves are having a moment.
• The company said this has become a pivotal area of its business.
• The return of preppy clothing and the scarves' more accessible price point are luring shoppers.

Burberry's scarf game is red hot right now.

The British luxury brand reported its preliminary results for the year ending March 28 on Thursday, touting strong sales in its scarves category, which were up double digits.

During a call with investors after reporting earnings, its CEO, Joshua Schulman, described scarves as a "hero category" for the brand.

Its assortment ranges from $275 for a skinny silk scarf in various iterations of its signature check to over $1,000 for its cashmere check scarves. Larger cashmere capes cost over $1,400.

Schulman said during the call that Burberry is now expanding its silk scarf assortment to build out its year-round offering.

"We see a significant runway of growth and opportunity in all of these categories," he added.

Burberry has undergone a major turnaround effort under Schulman's leadership since he took over in 2024. Schulman has lowered prices, refocused on Burberry's iconic products, and overhauled its marketing to double down on its British heritage.

Same-store sales were up 5% during the fourth quarter and 2% for the fiscal year. Its stock price fell 7% in London on Thursday after the company issued a more cautious outlook for the year ahead.

The 'Love Story' effect

For younger consumers with less disposable cash, $275 for a scarf might be seen as a more accessible luxury purchase.

Schulman said scarves have been "pivotal" for bringing Gen Z into the brand for that very reason.

Burberry is also benefiting from the comeback of the preppy look, which went into turbo drive at the start of the year when FX's "Love Story" series, chronicling the relationship between John F. Kennedy Jr. and Carolyn Bessette-Kennedy, premiered. The duo became the ultimate 1990s minimalist and New England aesthetic style icons.

The trusty neckerchief and triangular headscarf feature prominently throughout the show as key accessories for Bessette-Kennedy. Last month, Vogue called out the silk scarf as a "fashion-girl summer" essential.

"Love Story" has been seen as a major driver behind this year's fashion trends. Calvin Klein, the brand where Bessette-Kennedy worked as a PR director and that is featured heavily in the show, got a boost. Per fashion search platform Lyst, Calvin Klein saw a 43% week-on-week lift following the finale. While searches for black turtleneck knits, part of Bessette-Kennedy's signature look, rose 217% after the first episode.

Burberry's scarf push predates the "Love Story" frenzy. The brand has been putting its new "scarf bars" — a display of immaculately organized scarves and a type-A shopper's paradise — front and center in its stores.

It has over 200 of these bars across its more than 400 stores and has bought the concept to department and airport stores as pop-ups.

The scarves also fit neatly into its big push to focus on its Britishness. Schulmer said its newer collections were inspired by the ultimate British icon: Queen Elizabeth II.

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