If stories are to be believed, Burberry (LSE:BRBY) will quickly be becoming a member of the FTSE 250.

That’s as a result of its share price tanked in July after the corporate gave a buying and selling replace for the 13 weeks ended 29 June 2024. Like-for-like gross sales had been down 21%, in comparison with the identical interval a yr earlier. Japan was the one territory by which income elevated.

Of additional concern, the corporate warned that this pattern had continued into July, and if it had been to persist an working loss can be recorded for the primary half of its present monetary yr. As a precaution, the board determined to droop the dividend.  

What worries me most is that its share price began to fall lengthy earlier than this dangerous information was launched. As not too long ago as April 2023, the corporate’s shares had been altering palms for two,609p. Right now (2 September), I might purchase one for 668p.

However I don’t wish to.

The corporate’s shares look low-cost — they’re buying and selling on a historic price-to-earnings ratio of lower than 10 — and its recently-appointed chief govt has a powerful CV. However I worry there may very well be extra dangerous information to come back.

It’s a tragic decline for an iconic Britsh model that’s been in existence since 1856.

It’ll now be part of Dr Martens (LSE:DOCS) and Aston Martin Lagonda (LSE:AML) within the second tier of listed firms.

Each of those have additionally seen higher days.

Too massive for its boots

In April, Dr Martens issued its fifth earnings warning for the reason that firm’s IPO in January 2021. Its share price has fallen over 80% since then.

Attributable to decrease demand within the US and inflation, it warned that — in a worst-case state of affairs — revenue earlier than tax for the yr ending 31 March 2025 (FY25) may very well be one-third of its FY24 degree.

To supply a glimmer of hope to shareholders, the corporate added: “there are also scenarios where the profit outturn could be significantly better than this”.

However there’s an excessive amount of uncertainty for me to wish to half with my money.

Though an iconic model, the corporate seems to have misplaced its method. Value will increase have taken its merchandise away from their working-class roots. In reality, a few of its boots retail for greater than £200.

In an effort to reverse its decline, the corporate determined to alter its chief govt. And it’s launched into a cost-cutting programme.

However till it will possibly persuade me that it’s promoting footwear that individuals need — at a price they’re completely satisfied to pay — I’m going to sit down this one out.

Depth. Pushed.

Aston Martin Lagonda was shaped in 1947 after the merger of two well-known automobile firms. Since then, it’s seen a number of adjustments of possession, which may very well be an indication that no person is aware of how to make it worthwhile.

The corporate made its inventory market debut in October 2018. In every of its 2019-2023 monetary years, it recorded a loss. Throughout this era, its amassed losses earlier than tax had been £1.24bn. That’s barely greater than the corporate’s present market cap.

Regardless of this, Aston Martin produces stunning vehicles and has received a number of ‘coolest brand’ awards. And its prestigious buyer base contains the likes of the Royal household and James Bond.

However the inevitable final result for a corporation’s that’s persistently loss-making can be a necessity to lift additional cash. Because of this alone, I don’t wish to make investments.