Burberry is undergoing a major transformation, with a new designer, a new focus on ultra-luxury, a new logo and a change to the way it drops its product. The company has seen a successful launch of its new go-to-market model with social selling innovation contributing to building brand heat.

Most discussions to evolve its wholesale distribution are now complete and the required changes to its third-party distribution network are expected to accelerate in the second half of the year. The brand closed a net 19 stores in the last 12 months.

But while early signs are encouraging, transitioning the product offer, evolving its distribution, changing wider consumer perception and seeing this translate into positive business performance will take time. The company’s switch to regular monthly drops via its B Series has got off to a good start too. It sold out rapidly in China, prompted much higher levels of engagement online and attracted double the mix of new and younger customers to the brand than the February capsule.

All regions performed in the first half. The UK and Italy grew, with an improvement in the second quarter, while the Middle East remained weak due to macro factors. But Asia Pacific grew by a mid-single-digit percentage.