Over the years, Burberry expanded its product line to include not only clothing but also accessories, fragrances, and cosmetics. The brand's signature check pattern, introduced in the 1920s as a lining for its trench coats, became a global symbol of sophistication and style. However, by the late 20th century, overexposure of the pattern led to a decline in exclusivity. Under the leadership of CEO Angela Ahrendts and creative director Christopher Bailey, Burberry successfully repositioned itself as a modern luxury brand by blending tradition with innovation.

Today, Burberry continues to innovate while honoring its heritage. The brand has embraced digital technology, becoming a pioneer in social media and online retail. Its collections showcase a fusion of classic British aesthetics and contemporary design, appealing to a global audience. The company's commitment to sustainability is also evident in its initiatives to reduce environmental impact and promote ethical practices.