Beckham Jr helps Burberry score 13pc sales rise
An advertising campaign featuring 10-year-old Romeo Beckham helped luxury fashion group Burberry notch up a 13pc hike in sales after an "exceptional" response to its spring/summer collection.
The group enlisted the budding fashion model and son of Victoria and David Beckham as the star of its latest campaign, alongside model Cara Delevingne and actor Eddie Redmayne (below).
Burberry said spring/summer was a "standout season" for the group, with its high-end Prorsum fashion range and accessories such as the Blaze and Orchard bags proving a hit with shoppers.
The first quarter like-for-like sales rise marks an impressive increase over the 7pc growth seen in the previous six months, with total retail sales in the three months to June 30 up 18pc at £339m (€394m), excluding exchange rate effects.
The group said store sales were led by Hong Kong and China, with double-digit growth in comparable trade across Asia Pacific and the Americas, while it saw "high single-digit" growth across Europe and the rest of its global operations.
While footfall – the number of shoppers visiting its stores – was "soft", Burberry said this was offset by strong growth online.
But despite the sales lift, Burberry is still expecting half-year underlying pre-tax profits to drop below the £173m figure reported a year earlier as wholesale revenues remain under pressure and as it takes an initial hit from bringing perfumes and cosmetics in-house earlier this year.