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Burberry hails menswear as success behind soaring sales

Burberry has pinpointed its menswear division as a “great success” following the company’s 13% rise in like-for-like retail revenue for the three months to June 30.

The luxury label published its financial results on July 10 reporting an overall sales hike of 18% to £339m.

Carol Fairweather, chief financial officer at Burberry, said the growth of men’s accessories and the Prorsum collection had contributed to the company’s “stand out season”.

She said: “Growth was across all categories in menswear, with outerwear and accessories accounting for half of the increase. Sales in menswear made up 24% of retail wholesale while men’s accessories were up 25% from last year.  

Fairweather continued: “There is also a real growth opportunity in men’s tailoring which is now offered in 70% of stores. We also feel that bringing the menswear show back to London has cemented the importance of the category this quarter.”

The label also indicated that menswear was particularly strong in the Chinese market with sales in the men’s division in China “much higher” than the global average. Fairweather said that shoppers were buying “across the whole range” and “reacting well” to the “entire product offering”.  

The brand also plans to tap into the “younger Chinese customer base” by developing its digital offering. While online sales in Asia are still a “small” part of the market, traffic on the ecommerce site is increasing.

Currently there are ipads available in all Burberry stores for customers to browse and purchase items and the label intends to roll out its click and collect service across all stores this year.

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