Burberry (the first half of 2014),the profit fell 7.3 percent to 104.5 million pounds ($ 175.6 million), resulting in a profit reduction of 25 million pounds, the profitability of Burberry (September 2014) ($ 42 million) and £ 69 million ($ 115.9 million).
Also with the uniform growth of all geographical areas and major product categories, Burberry first half operating income rose 6.7% to 1.1 billion pounds. Asia-Pacific market performance is good, sales of 384 million pounds, an increase of 9%. Net cash balance of £ 307 million, compared with £ 208 million in the same period last year. But Burberry pre-tax profit fell 10.7% to 141.8 million pounds. The adjusted pre-tax profit (referring to the effect of removing money and other factors) was £ 152.2 million, an increase of 6%.
The negative impact of the exchange rate has been a lot of European luxury goods company headache problem, especially the majority business in the outside field. However, their quarterly earnings report is still using its strong domestic currency, the euro against the dollar strategy has just begun to fall, the pound is still strong.
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Digital strategy for Burberry harvest reputation, but also led to its sales growth. Burberry’s continued double-digit growth is attributable to the success of the market’s good performance and digital strategy.
Recently, BNP Paribas has released a report on the “luxury digital competitive map”, ranking the digital performance of 28 luxury brands affiliated with luxury goods such as LVMH, Kering, Ferragamo, Prada and Richemont. In the rankings, BNP Paribas has considered 14 indicators of e-commerce, social media maturity, website experience, online and offline channel integration for each category (clothing, handbags, cosmetics, etc.) Summarize some facts based on the data in the report. In all the ratings, Burberry’s performance is almost the best – all products can be purchased on the site, in the United States, Europe, Japan, Korea, Hong Kong, Russia, China, Brazil and the United Arab Emirates 8 traditional And emerging markets, there are seven to open a local online store, online purchase of goods can also be online under the store to pick up and returned.
Burberry CEO and chief creative officer Christopher Bailey said: “For the first half of the company’s performance is still satisfied, sales and profits were up 14% and 6%, you can see Burberry in the market is very popular.
It is understood that Burberry in the first half of the implementation of the important strategy, including the re-release of its classic costumes; launched My Burberry perfume, this fragrance greatly enhance the company’s profits; another new nine stores, including six airport stores; digital business performance is particularly prominent.