Burberry sales driven by digital as “younger” customers shop online

Burberry has appointed Gianluca Flore to the role of chief commercial officer, effective 1 September 2021.
Burberry created the role of Chief Commercial Officer in 2018.
// Burberry online sales rose by over 50% in the 13 weeks to December 26, 2020
// Full-price sales were driven by “new, younger clientele” as well as existing customer base
// Despite this, physical store sales were affected by ongoing store closures across global markets

Burberry has reported a rise in digital sales during the golden quarter thanks to “good progress” in its transformation strategy.

The luxury fashion retailer said online sales increased by more than 50 per cent in the 13 weeks to December 26, 2020.

Burberry said full-price sales were driven by “new, younger clientele” as well as its existing customer base.

READ MORE: Burberry launches recycling scheme for UK fashion students

However, the retailer’s physical store sales continued to suffer due to ongoing store closures across its global markets.

Like-for-like store sales dropped by nine per cent across the quarter, as fewer markdowns and a drop in tourist numbers to its outlet stores affected performance.

Across the group, total retail sales dropped by four per cent on a reported basis compared to the same quarter in 2019.

“Despite the challenging external environment, we made good progress on our strategic priorities in the quarter,” Burberry chief executive Marco Gobbetti said.

“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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