"China has become such a key market for Burberry that today's lift in sales in the region will no doubt give management a bit more confidence that the Burberry Forward strategy is kicking in. The turnaround work so far has only got Burberry back to base camp though. The real climb begins now. Back to British isn't a new angle but it's the revisited idea of that Britishness that's refreshing the whole brand perception."
"The biggest hurdle now is likely out of the board room's control though. Europe's luxury clothiers have already started to feel the heat from the latest round of tariff threats. Escalating tensions and the rise of China's Gen Z consumers turning towards homegrown marques both have the capacity to stop the turnaround in its tracks. That's why getting a fresh Burberry in front of key customer groups is so important - the scarf bar rollout is a good example here"
Store sales grew 3% in the three months to 27 December and all sectors of the business were either flat or positive for a second consecutive quarter. Sales from China strengthened to 6%. The group expects adjusted operating profits to be in line with City predictions. Chief executive Joshua Schulman cited immersive Timeless British Luxury campaigns and continued strength in core outerwear extending into accessories and ready-to-wear, and said results reaffirm the brand's enduring strength as the company moves into its 170th year. An analyst noted China is a key market, warned of tariff risks and shifting Gen Z preferences, and urged broader customer-facing initiatives such as the scarf bar rollout.
Read at London Business News | Londonlovesbusiness.com
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