Burberry不愿意继续打折了

Core Insights - Burberry has successfully turned a profit by implementing the "Burberry Forward" strategy, which includes lowering prices and optimizing outlet channels, but has decided to move away from discounting strategies this year [1][2] Group 1: Strategic Adjustments - The "Burberry Forward" strategy aims to restore brand vitality, improve performance, and drive long-term value growth, with two price strategy adjustments made in the past year [2] - Burberry's sales for the six months ending September 27, 2025, decreased by 5% to £1.032 billion, but adjusted operating profit turned positive at £19 million, compared to a loss of £41 million in the same period last year [2] - The company plans to focus on core categories such as outerwear and scarves while leveraging its diverse product lines to expand its consumer base [1][3] Group 2: Sales Performance - Comparable store sales in the second quarter grew by 2%, ending a seven-quarter decline, with the Greater China region seeing a 3% increase in the same period, marking the first growth in a year [2] - Strong performance in full-price channels has reduced Burberry's reliance on discount channels, with new product sales in these channels showing significant improvement [3] - Inventory levels decreased by 24% in the first half of the 2026 fiscal year, particularly in leather goods, contributing to an increase in gross margins [3] Group 3: Customer Engagement - Burberry has seen a significant return of previously elusive customer segments, particularly in China, with a 129% increase in naturally reached customers and a 10% increase in new customers [4] - The "Z Generation" customer base has grown by 18% globally, with even more pronounced growth in the Chinese market [4]