Burberry exceeds expectations online with its international presence
British luxury fashion house Burberry has announced today a whopping 14% growth in retail revenue, reaching £528 million during its third quarter. Attributed to its digital channels the result is due to additional languages introduced to its online platforms, as well as the use of its click-and-collect service.
Well known for heavily investing in international digital marketing, more than 60% of Burberry’s marketing budget is spent on digital media. In addition, digital equates 15% to 20% of its global media spend. Although the brand reportedly has weak growth in offline traffic, its activity of integrating online and offline traffic is seeing Burberry soar through tough economic times globally. Proof that empowering your marketing team with an international and digitally focused strategy, that uses innovative customer-centric campaigns can influence your profit margin. In response to Burberry’s success CEO Angela Ahrendts says:
“In the all-important festive period, we are pleased with our 12 per cent comparable sales growth, which was in line with our expectations. This performance reflects continuing strong brand momentum and our team’s intense focus on retail execution, supported by a planned increase in investment in marketing, customer service offline and online and our retail portfolio”.
Ahrendts continues, “At current levels, exchange rates will be a significant headwind in the second half and beyond, and the macro environment remains uncertain, but we are confident that our proven strategies will continue to deliver long-term value for shareholders1″.
1 The Drum: Burberry reports 14% growth in retail revenue to £528 million as digital “outperforms”