Burberry returned to growth in the first half of its financial year, but weak tourist spending in Europe, softer outlet traffic and a slowdown in Japan held back parts of the business as the brand leans on outerwear, leather goods and cashmere to win back shoppers.
Across the luxury sector, many shoppers have stepped back because of price fatigue, which gives brands with broad appeal a chance to win them over. The company is seeking to capitalise on this shift by expanding its cashmere offering, scarf and outerwear categories during the holiday season.
The company is positioning itself with good, better and best price points within a luxury context, betting that its British heritage and durable products will stand out in a market that has grown more cautious.
