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Burberry’s US Sales Fall As Aspirational Demand Weakens

Declines in the US were offset by recovery of Chinese spending, with total comparable store sales for the quarter up 18 percent.
Burberry's new Autumn/Winter campaign features product designed by new creative director Daniel Lee.
Burberry's new Autumn/Winter campaign features product designed by new creative director Daniel Lee. (Burberry)
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Burberry’s first-quarter sales were down in the key US market, where demand from aspirational consumers has softened, interim chief financial officer Ian Brimicombe said on Friday. Comparable store sales in the Americas fell 8 percent, the brand reported.

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Further Reading

Inside Burberry’s Growth Strategy

In an interview with BoF the day of his first major speech to investors, Burberry’s new CEO Jonathan Akeroyd outlined his plan for growing the British house into a £5 billion megabrand with designer Daniel Lee.

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