Burberry claims success with Romeo Beckham led spring/summer campaign as it announces record profits & revenue
Burberry has reported an 8 per cent revenue growth to £2bn with adjusted pre-tax profits up by 14 per cent to £428m as it cited the success of its latest marketing initiative featuring the son of David and Victoria Beckham. The fashion brand however saw pre-tax profits decline by 4 per cent at £351m having ended its fragrance licence relationship but continued to increase it international retail presence through 23 mainline stores being opened, including flagship stores in London, Chicago and Hong Kong. The brand also saw its digital engagement reach record new levels, as it saw it digital impact increase across both on-and-offline. A spring/summer campaign released for this year featuring Romeo Beckham has recorded 1.7m viewed of the launch video through YouTube, while Burberry also claimed to be the most followed luxury brand on Facebook, with over 15m fans. Angela Ahrendts, CEO of Burberry said that the company had concluded its financial year with a ‘strong retail performance’ across both online and offline to achieve record revenue and profits. “Looking ahead, although the macro environment remains uncertain, Burberry is well positioned with opportunity by channel, region and product. With the integration of Beauty in April, we have added another exciting growth platform. Our brand momentum, proven strategies and closely connected global team provide confidence in Burberry's future performance,” she added.