Burberry’s successful campaign with footballer Marcus Rashford helped luxury retailers ride the pandemic.
Despite a decline in “retail sales” over the three months leading up to Boxing Day, the store saw “new young customers” thanks to its involvement in the Rashford brand.
Sales remained weekly, down 9% due to a decline in tourism and scaffolding amid the pandemic. Sales in the Asia-Pacific region increased 11% due to strong demand in mainland China and South Korea, but fell by -37% and -8% in Emeia and the US, respectively.
Burberry CEO Marco Gobbetti commented: Our collections and communications resonated well with new and existing customers, resulting in a significant increase in full-price sales. Our localized planning and digital capabilities helped to drive the growth of the rebound market, implementing planned reductions in markdowns. The short-term outlook remains uncertain due to Covid-19, but it is good to accelerate once the pandemic is eased. ”
In his new campaign with Rashford, Burberry commented: “In November, we partnered with Marcus Rashford MBE, an international British footballer who played a prominent role in child poverty during the pandemic, and partnered with global youth-related charities to celebrate the celebration campaign. I started. Cause.
“Consumers’ reaction to the campaign have been exceptional, with Instagram campaign posts averaged more than twice as engaged in the second quarter, making Marcus the most preferred Instagram post to date. UK Marcus’ work to support young people is at the heart of our partnership and embodies and surpasses our commitment to the community.”
Looking forward to it, Burberry remains encouraged by “a strong, radical outperformance of full-scale third quarter sales.”
Burberry stocks are up 5% and are currently trading at 1.828,00 (0956GMT).
