In recent months, the British fashion brand Burberry has sold far fewer clothes with the well-known diamond pattern, especially in Europe, as the number of COVID infections has increased considerably. That created a new wave of lockdowns, forcing stores to close the doors. Around the world, 15 percent of Burberry’s stores are closed, and another third is less active than usual.
The turnover of the fashion brand decreased by 9 percent in the last quarter. In Europe and the Middle East sales fell by 37 percent. In addition to the lockdown measures, this was also due to the lack of tourists. The company’s European malaise was offset to some extent by an 11 percent growth in Asia.
In addition, Burberry claimed to have reached more young buyers. One of the faces of the brand is the English football player Marcus Rashford, who wears the conspicuous long coats in commercials.
“We saw a sharp increase in sales at full price because our collections and campaign have been well received by new and existing customers,” said CEO Marco Gobbetti.