Burberry has credited its first Christmas advertising campaign, which starred David and Victoria Beckham’s son Romeo, for spurring a 14 per cent retail sales uplift in the latest quarter.
The fashion brand revealed the increase had helped generate £604m in the three months to December, a notable jump on the £579m predictions from analysts. It marked the second tie-up between Burberry and the 12-year old with the former using his profile to shift its flagship product, the trenchcoat, over the core Christmas trading period.
Christopher Bailey, chief creative and executive officer at Burberry, said the performance highlighted its “commitment to every element of the customer experience” and had been boosted by digital “outperforming in all regions”. The business is set to ramp up it is digital drive in 2015, encouraged by the sales gains from initiatives such as in-tweet purchasing, personalisation and mobile marketing have yielded in recent quarters.
Bailey added: “Looking ahead, we will bring equal focus to maximising the opportunities of the final quarter – including Lunar New Year – while being mindful of what remains a challenging external environment."
Like-for-like sales in the quarter rose by eight per cent, boosted by double-digit growth in the Americas, Europe, Middle East, India, Africa and India. Growth was stunted by a slowdown in Asia where the knock on effects of the Hong Kong protests and an anti-corruption campaign in China offset growth in mainland China and Korea.