Burberry credits marketing drive around heritage products and new fragrance for double digit growth
Luxury fashion brand Burberry has cited marketing efforts focussed on its core heritage products and the successful interactive campaign for the launch of My Burberry fragrance, with double digit growth to £1.1bn in the first half.
Total revenue rose 14 per cent to £1.1bn, which Burberry said was driven by growth across major product divisions including rainwear and its women’s Prorsum range.
Digital continued to outperform in all regions, however Carol Fairweather, chief financial officer, told investors on a conference call this morning that no new trends were emerging in the sector, with collect in store and mobile and tablet sales remaining around 25 per cent and 20 per cent respectively.
She remained tight-lipped about the revenue generated from digital streams but said that it continues to be an important channel for Burberry.
“In terms of the contribution from digital we don’t spell it out specially. Really the only thing new to say is digital does differentiate and underpin what is a strong performance over all. There is nothing new in trends in digital that we need to call out in this quarter.”
Going forward Burberry has spelled out five strategic themes to continue the current growth trend including to leverage its franchises, intensify focus on accessories, accelerate retail-led growth, invest in under-penetrated markets; and improve operational processes.