Burberry credits digital spend for revenue bump

Burberry has hailed its decision to switch the majority of its marketing spend to digital after reporting revenue increased 29% in the first half of its financial year.

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Revenue increased to £830m in the six months to 30 September, which pushed pre-tax profit up 26% to £162m.

The fashion brand is said to spend 60% of its marketing budget on digital channels, about three times the average investment by most brands in most sectors. It backed the launch of its Burberry Body fragrance earlier this year with a Facebook campaign, instead of the usual glossy fashion magazine ads.

In a statement to accompany the results, the company hailed “product innovation and high impact marketing campaigns” for the increase in revenue and profit.

Angela Ahrendts, CEO of Burberry, continued: “Burberry has delivered a strong first half, reflecting our continued investment in innovative design, digital marketing and retail strategies.

“This consistent performance, balanced across channels, regions and product divisions, is enabled by our closely connected global teams and creative thinking culture.”

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