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EMEIA regions drive Q1FY16 sales at Burberry
17
Jul '15
Driven by double-digit growth in EMEIA, sales at fashion goods retailer Burberry climbed 8 per cent underlying year on year for the three months to June 30, 2015.

Retail revenue in the first quarter of fiscal 2016 grew to £407 million, up 8 per cent underlying or 10 per cent at reported FX, both from the first quarter of fiscal 2015, while comparable sales rose 6 per cent.

According to a Burberry press release, high single-digit growth rates in Americas and strong customer response to British-made heritage trench coats and cashmere scarves also helped drive sales.

By region, there was double-digit percentage comparable sales growth in EMEIA, with strength from the travelling luxury customer in France, Italy and Spain in particular.

The Americas delivered high single-digit percentage comparable growth, with footfall recovering through the quarter after a soft start.

Asia Pacific experienced a low single-digit percentage comparable decline, impacted by the continued challenging environment in Hong Kong.

Mainland China comparable sales grew by a low single-digit percentage and Japan saw exceptional growth, albeit off a small base.

Digital continued to outperform, with mobile penetration of sales more than tripling compared to the prior year, supported by the investment it made in improved mobile functionality last year.

By product, in mainline, Burberry said it saw continued strong growth from its core heritage trench coats and cashmere scarves, as well as ponchos, an emerging key category.

The fashion market also initiated innovative marketing strategies focused on its British heritage and thereby, reinforcing its unique global brand positioning.

During the first quarter, Burberry opened five mainline stores and closed three. Openings included a new store in New York and relocations in Dubai and London.

The fashion goods marketer also expanded its Regent Street flagship store with an exclusive area dedicated to gifting.

CEO Christopher Bailey said, “This reflects our ongoing emphasis on serving our customers ever more effectively on and offline, and continued innovation in design and marketing.”

“While mindful that the external environment remains challenging, we will continue to focus on growth opportunities across channels, regions and products, with exciting plans for the year ahead,” he added. (AR)

Fibre2Fashion News Desk - India

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