Burberry sales up 12% thanks to ‘targeted marketing’ efforts
Luxury fashion house Burberry has credited its increased drive of targeted marketing campaigns and in-store digital initiatives for a 12 per cent jump in sales in the last quarter.
The brand said the rise, for the three months to the end of June, was driven by double-digit growth in Asia Pacific and Americas and double-digit growth across all three of its main product categories – mens, womens and accessories. Single digit growth in EMEIA also contributed to the rise in sales.
Christopher Bailey, chief creative and chief executive officer, commented: “This first quarter performance reflects our focus on striving to give customers the best possible experience of the Burberry brand through ongoing investment in retail, digital and service, both on and offline. The 12 per cent increase in comparable sales demonstrates our teams’ success in unlocking the benefits of these investments, as we continue to concentrate on the things we can control in an uncertain external environment.”
Total revenue was lifted 17 per cent to £370m, which Burberry said was due to strong customer response to services such as orders taken on iPads in-store and collect-in-store.
Conversion increased both offline and online, with ongoing momentum driven by customer engagement through digital, including its Shanghai flagship store opening event and mens runway show.