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.

/d/y/u/BurberryAd.jpg

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.”

engageawardsweb

Has your retail marketing delivered amazing ROI? Then make sure you enter the Marketing Week Engage Awards 2012 by clicking here.

Recommended

/y/e/m/justinpearce.jpg

There’s no excuse for being digital wallpaper

Justin Pearse

The central lesson to be learnt from this month’s Digital Strategy supplement is the need to make your online display budget work harder. This month’s edition is packed full of inspiring case studies and hard data demonstrating the impact online display advertising can have on your business. The immediately quantifiable nature of digital disciplines like […]

/y/y/h/Charmaine_Eggberry__011.jpg

Nokia’s Charmaine Eggberry on mentoring and talent development

Josie Allchin

Click here to read the cover feature – an exclusive look at the secrets behind Nokia’s “marketing revolution” Nokia’s UK head of brand and campaign, Adam Johnson, explains the thought behind the brand’s new youth focus Nokia’s global director of digital, Craig Hepburn, talks about matching insight with innovation Who’s who at Nokia – click […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now