Luxury Image Increases Burberry Sales

Pushing its luxury brand image and a “more centralised creative direction” made Burberry’s 150th year of trading a success, with strong performances across all divisions pushing underlying annual profit up 12%.

Total underlying revenue increased 15% to £850.3 million, with retail revenue increasing 24%.

In a statement, Burberry attributed the performance to a synchronised marketing programme and enhanced consistency of brand presentation.

Outerwear, traditionally strong for Burberry, gave an “outstanding” performance driven by product innovation and good customer response to luxury handbag initiatives.

Commenting on the results Angela Ahrendts, chief executive, stated: “We advanced the luxury component of the brand, accelerated retail expansion and continued to evolve the operating model. We face the current year with confidence, given the strength of our brand, effectiveness of our strategies and talent of our teams around the world.”

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