LONDON, U.K.: Burberry will look to prove its turnaround strategy is working when it unveils its latest collection at London Fashion Week on September 22, hoping its refocus on British heritage and classic trench coats can win back shoppers and investors. Creative director Daniel Lee's influence has shifted since Schulman linked design more closely with commercial teams. "Josh has normalised the relationship between a chief executive and a creative director," said Jeremy Smith, UK equities portfolio manager at Columbia Threadneedle. "It's obviously important to Burberry who their creative director is, but it shouldn't define the business." Burberry has posted seven straight quarters of negative like-for-like sales growth, though its most recent decline narrowed to just 1 percent year-on-year.