Burberry chief creative officer Christopher Bailey has sold almost 19,000 of his shares as he prepares to change roles in the fashion retailer.
The value of his sold shares is thought to amount to over £250,000.
After the high fashion brand appointed Marco Gobetti as chief executive in July, Bailey will leave his role as chief executive and become president of Burberry, while retaining his chief creative officer role.
Pascal Perrier, Asia Pacific chief executive of Burberry, has also sold almost £1 million worth of shares.
This follows a dip in the Chinese and US markets which damaged its profits by 10 per cent in the year up to March 31.
Burberry plans to make £100 million of cost savings in the next three years to aid its bottom line.