Store sales drop for Burberry despite “highly successful” Marcus Rashford campaign

Fashion brand Burberry has reported a decline in store sales despite a “highly successful” campaign featuring footballer Marcus Rashford MBE.

Store sales for the London-based firm in the 13 weeks up to December 26 dropped by 9 per cent.

The firm has attributed to planned reductions in markdown and reduced footfall in outlets, and praised its festive campaign featuring the footballer as “highly successful” in driving full-price sales by a new younger customer base.

Marco Gobbetti, Burberry’s chief executive officer, commented: “Despite the challenging external environment, we made good progress on our strategic priorities in the quarter.

“We saw a strong increase in full-price sales as our collections and communication resonated well with new, younger clientele as well as existing customers.

“Our localised plans and digital capabilities helped drive growth in rebounding markets and we implemented our planned reduction in markdown.

“While the short-term outlook remains uncertain due to COVID-19, we are well placed to accelerate when the pandemic eases.”