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Burberry first quarter sales up 12%

Luxury fashion brand Burberry has reported a strong increase in first quarter sales as digital marketing and customer service initiatives helped boost trade.

GENERAL MERCHANDISE

Burberry first quarter sales up 12%

Luxury fashion brand Burberry has reported a strong increase in first quarter sales as digital marketing and customer service initiatives helped boost trade.

In the three months to end June retail revenue grew by 9% to £370 million at reported exchange rates, while like-for-like sales climbed by 12%.

In a statement, Burberry said the key drivers of retail growth remained consistent with previous periods with traffic remaining soft offline but growing online. Online sales continued to outperform in all regions, reflecting more targeted marketing and a good customer response to services such as click and collect and orders taken in-store on iPads.

Burberry said it achieved double-digit sales growth in Asia Pacific and the Americas and low single-digit growth in Europe, the Middle East, India and Africa.

However, Burberry warned that retail and wholesale profit could be reduced by £55 million if exchange rates remained at current levels.

During the period, the company opened four mainline stores, including one in Edinburgh, and three airport stores at London's Heathrow, Madrid and Milan.

Burberry chief creative and chief executive officer Christopher Bailey said: "This first quarter performance reflects our focus on striving to give customers the best possible experience of the Burberry brand through ongoing investment in retail, digital and service, both on and offline.”

He added: “With great brand momentum and a focused vision, we remain confident of delivering sustainable, profitable growth into the future."

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