According to Burberry, there was a consistent performance across regions in the period. The Asia Pacific is said to have benefitted from Mainland China up “mid-single digits”, while the EMEIA showed a “small improvement” in tourist spending quarter on quarter and the Americas was impacted by “softer footfall trends”.

“While still in the first phase of our multi-year plan to transform and reposition Burberry, we made good progress in the quarter as we built brand heat and continued to shift consumer perceptions, while maintaining our focus on our financial and operational objectives”, said Burberry.

During the quarter, the fashion label used the monthly ‘B-Series’ to bring limited-edition products to consumers, which were predominantly sold through social media. In December, a collaboration was launched with British designer Vivienne Westwood, whereby a limited-edition collection of Westwood’s iconic pieces reimagined in Burberry vintage check is said to have observed “strong global demand and attracted exceptionally high traffic” to Burberry’s digital platform.

The label says it maintains its full year guidance of “broadly stable revenue” and adjusted operating margin at CER and the delivery of £100 million (US$130,331 million) cumulative cost savings.