Burberry has posted a spike in online sales during the golden quarter as it hailed “good progress” on its transformation strategy.
The luxury fashion brand said digital full-price sales jumped more than 50% in the 13 weeks to December 26 with ecommerce growth in mainland China hitting “triple digits”.
Burberry said full-price sales were driven by “new, younger clientele” as well as its existing customer base.
The group’s online performance was a contrast to its physical sales, which suffered amid ongoing store closures across its global markets.
Like-for-like store sales dropped 9% across the quarter, as fewer markdowns and a slump in tourist traffic to its outlet stores hindered performance.
Asia Pacific, where Burberry’s stores have started to reopen, registered an 11% uplift in sales, but revenues from its shops fell 8% in the Americas and 37% in Europe, the Middle East and Africa.
Across the group, total retail sales dropped 4% on a reported basis to £688m.
Burberry boss Marco Gobbetti said: “Despite the challenging external environment, we made good progress on our strategic priorities in the quarter. We saw a strong increase in full-price sales as our collections and communication resonated well with new, younger clientele as well as existing customers.
“While the short-term outlook remains uncertain due to Covid-19, we are well placed to accelerate when the pandemic eases.
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