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40% of Burberry’s online sales now from mobile

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Burberry [IRDX RBUR] this week said that mobile now made up 40% of its online sales.

The update came as the upmarket fashion retailer, a Top350 retailer in IRUK Top500 research, said its customer app was now live in five markets.

Burberry said that during the first quarter of its financial year, the three months to June 30, it had also seen revenues from the Chinese market more than double compared to the same period in the previous year. At the same time, it tripled its reach via Chinese social media platform WeChat thanks to a campaign for its DK88 handbag.

Overall, the retailer reported retail revenues of £478m, up by 3% on an underlying basis – and by 13% as sterling weakened over the year. Like-for-like sales, meanwhile, were 4% ahead.

It said growth over the period had been driven both by fashion and innovation. But it said that footfall in its mainline stores had been challenging: instead, growth came from returning top customers. In the year ahead, it expects to focus on improving productivity in its current stores.

Incoming chief executive Marco Gobbetti said: “”I am delighted to have started as Burberry CEO. We are pleased with our performance in the first quarter, while mindful of the work still to do. This is a time of great change for Burberry and the wider luxury industry. I look forward to building on the foundations Christopher and the team have put in place and creating new energy to drive growth.”

The update shows Burberry building on a strategy outlined in full year results. Then it said that 70% of customers’ buying decisions were influenced online. But the retailer also aims to improve end-to-end customer service through its stores. At the same time, it’s focusing on key product categories. This week it said that tropical gabardine trenches had performed well in the outerwear category, along with the DK88 handbag.

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