June-quarter same-store sale of Burberry grew 4 per cent mainly on account of the creative designs of its new creative director Riccardo Tisci. As per the company, Tisci’s designs received an “excellent” response and his collections delivered a strong double-digit percentage growth compared to prior-year equivalent collections. The company has increased the proportion of Tisci’s collections in its mainline stores by around 50 percent.
Burberry’s adept use of social media also helped the brand to recover its business with celebrity influencers such as Rihanna and Irina Shayk continuing to expand the brand’s reach and drive engagement with consumers.
Meanwhile, the brand reconfigured 23 of its stores to its new creative vision, which led to the brand reducing its selling space by 2 per cent by closing its non-strategic sites. Of 38 smaller stores selected for closure, nine have been already shuttered and in the wholesale space, Burberry is continuing to rationalise space in non-luxury US resellers.