Burberry is the UK’s only major luxury brand (Table 1). In the first quarter of its 2017/18 financial year, it announced ‘mid-teens percentage sales growth’ for the first time since President Xi’s public clampdown on corruption in China. Iconic Burberry raincoats and bags had become an awkward sign of affluence. Now, at last, Chinese customers were returning to the brand.
Figure 1 shows that between 2009 and 2017, Burberry sales in Asia rose by 345% while in Europe they rose by just 74%. Now the growth in China might push the Asia figures into another spurt upwards.
Your organisation does not have access to this article.
Sign up today to give your students the edge they need to achieve their best grades with subject expertise
Subscribe
