After its sales dropped, the fashion brand, Burberry has a new boss. In place of Jonathan Akeroyd, Joshua Schulman s was brought in as the new CEO who will turn around the fortunes of the company. The company registered a slump in the sale of luxury products across the world, majorly in China. It is looking at job cuts as a way of saving to reconnect with core customers.

Joshua Schulman has been appointed as the new CEO of Burberry, to replace Jonathan Akeroyd. This is intended to correct low sales by the company. The company did not achieve good sales due to the fact that people in China were not buying many luxury items.

Burberry sales down 21% in three months to June 29. Now the company is considering job cuts to save money. If things don’t get better, their profits are going to be less than expected. The chairman, Gerry Murphy, dubbed the sales figures “rather disappointing” and said the luxury market is tougher than they thought it would be.

Mr. Akeroyd’s strategy was to make Burberry more high-end, though Mr. Murphy mentions that they have to consider now what their normal customers like and desire. Catherine Shuttleworth, a marketing expert, says that the luxurious upgrade would alienate the regular customers, for one got too expensive, but she believes the new plan to focus on everyday luxury will serve Burberry well.

Professor Schulman is bound to have ample experience. He, too, was at the helm at Jimmy Choo from 2007 to 2012. He is in fact the fourth CEO within the last decade that Burberry has had. There was Mr. Akeroyd, only two years ago.

Burberry has halted payment of money to its shareholders this year to conserve its cash since it plans to make savings that will boost its performance later on in the year. Hundreds of jobs are reported to be cut, mostly in the UK.

After all, Burberry sales are now starting to struggle, mostly in China and the Americas. Sales in Asia Pacific were down by 23%, while in China itself, they dropped by 21%. They saw a fall in the Americas by 23%. Earlier in the year, Burberry had stated in firm news that yearly profits had fallen by by 40%.

Other luxury brands are also facing issues. In March, Kering, the boss of Gucci, said profit would be lower because there is less demand in China. Pauline Brown, the former boss of a luxury group, said that changing consumer tastes in China are hitting mid-range brands, such as Burberry, hardest. She said quieter brands like Hermes and the ultra-rich targeting firms like Chanel might do better.

Burberry is best known for its check pattern. Mr. Murphy said he is thrilled by Mr. Schulman’s appointment and added that he is a great admirer of his track record in developing luxury brands. Mr. Schulman said he is honored to be in charge of Burberry, which he describes as a unique British luxury brand.

Shares in Burberry have more than halved in the past year, and on Monday they fell another 17 percent as Susannah Streeter at Hargreaves Lansdown noted, it is a tough time to be a luxury brand that relies on aspirational shoppers. High-interest rates and an uncertain economy make it that bit harder. She added consumers can also lose sense amid constantly changing collections to cater for demanding fashion editors. Burberry said it was on a mission to get back to its core principles and focus on dressing the elite.