Burberry says “compelling” advertising and marketing campaigns have spurred the luxury fashion retailer to a 25% increase in global retail revenue in the six months to September 30.
The company attributes its successful performance to the campaigns, which it says have driven demand in both retail and wholesale channels.
Increased sales of luxury handbags and a new range of outerwear, together with a more frequent flow of new lines to stores, have also contributed to the increase.
Burberry chief executive Angela Ahrendts says she is “delighted” with the results, issued today in a trading statement.
In July, Burberry dropped Kate Moss from its latest autumn/winter campaign, in favour of younger models, as revealed by marketingweek.co.uk in July. The campaign, shot by celebrity photographer Mario Testino, features a fresh cast, including rising star, 21-year-old Manchester model Agyness Deyn.