Burberry saw a 4% decline in sales during the Christmas quarter, better than the anticipated 12% drop. Particularly, sales in the US performed well, rising 4%, while Asia Pacific improved from a 28% decline to a 9% fall. The company's new marketing strategies and campaigns, such as 'It's Always Burberry Weather,' contributed to positive customer engagement. Despite ongoing transformation challenges, Burberry is optimistic that second-half results will recover earlier losses, reflecting a promising direction given their initiatives during the festive period.
Burberry reported a 4% drop in sales for the Christmas quarter, but the performance exceeded analysts' expectations, which predicted a 12% decline.
Although Burberry faced losses early in the year, the US market showed strong recovery with a 4% increase in retail sales, contributing positively.
The company recognized that while their transformation journey is early, the positive customer response is encouraging amid the challenging macroeconomic environment.
Burberry's renewed brand strategies, including campaigns like 'It's Always Burberry Weather,' played a significant role in driving engagement and sales during the holidays.
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