Burberry reported a 3% increase in comparable store sales for the 13 weeks ended December 27, marking an improvement from 2% growth in Q2 and reversing the 1% decline seen in Q1. Solid performances across Europe, North America and Asia-Pacific were driven by strong demand for the brand’s core outerwear and scarf categories. The company noted that full-price sell-through rates rose by 120 basis points versus the prior year, underscoring more efficient inventory management and heightened customer engagement in key markets.

During the critical holiday trading period, Burberry outperformed consensus forecasts for overall sales growth, buoyed by a marketing push featuring British celebrities in high-impact social-media campaigns. In Greater China, foot traffic in flagship stores rose 15% compared with the prior year, while online orders from mainland customers grew 20%. Management highlighted that promotional activity remained disciplined, with markdowns lower than the historical average, contributing to a 1.8 percentage-point improvement in gross margin for the quarter.

Double-digit growth among Gen Z shoppers in Greater China and the broader Asia-Pacific region underpinned Burberry’s top-line momentum. Transactions by customers aged 18-25 rose 12% year-on-year in the quarter, as the brand’s streetwear collaborations and TikTok-driven product launches resonated with younger audiences. Executives noted that digital engagement metrics—such as a 25% increase in short-form video views and a 30% rise in new social-media followers—point to an expanding pipeline of future customers across all regions.