British luxury fashion brand Burberry experienced excellent sales growth during the spring and summer season. Emerging markets such as China and South America are now major sources of sales growth for the company, which has increased its efforts to advertise to formerly small international markets.
The company’s first-quarter sales grew by 18 percent, with total first-quarter sales at £339 million for the company. Known for its iconic patterns and distinctive style, the British fashion firm experienced double-digit growth in several key American markets, as well as fast results from its rapid retail expansion in Asia.
Burberry’s spring and summer fashion collection was designed by in-house creative director Christopher Bailey. The company has invested heavily in online commerce, which has been responsible for the large-scale increase in sales. Events that used to be offline such as fashion shows and announcements are now live-streamed online.
While other fashion brands have invested in major markets such as the UK and USA, Burberry has renewed its efforts to expand its operations in high-growth Asian and South American markets. The brand is now one of several with large-scale retailing operations in China, where sales are growing at a double-digit annual rate.
China’s growing upper-middle class is strongly interested in fashion, and Burberry’s coats, bags, and other products are seen as desirable status symbols. While spending in Western countries has decreased for most luxury brands, China’s rapid growth is helping to contribute to record returns.
Other key markets include Brazil, where a growing middle and upper class is giving upscale fashion brands a valuable sales asset. Burberry has also seen an increase in sales throughout Europe as advertising campaigns featuring Romeo Beckham made headlines and brought more attention to the brand.
The ten-year-old fashion model featured in several Burberry advertising campaigns and catalogues, alongside Edie Campbell and Cara Delevingne.
