Burberry不愿意继续打折了

Group 1 - The core point of the article is that Burberry's "Burberry Forward" strategy has led to a turnaround in its financial performance, with a focus on reducing discounts and optimizing sales channels to enhance brand value and profitability [2][3][4]. - Burberry reported a 5% decline in sales to £1.032 billion for the first half of the 2026 fiscal year, but achieved an adjusted operating profit of £19 million, marking a recovery from a loss of £41 million in the same period last year [4]. - The same-store sales in the Greater China region grew by 3% in the second quarter, reversing a 5% decline in the previous quarter, marking the first growth in a year for the Chinese market [4][5]. Group 2 - The "Burberry Forward" strategy aims to restore brand vitality and improve performance, with adjustments made to pricing strategies over the past year, including initial price increases followed by discount strategies [3][4]. - The strong performance of full-price channels has reduced Burberry's reliance on discount channels, with new product sales in these channels showing significant improvement [4][5]. - Inventory control measures have effectively reduced the need for discount clearance, with inventory levels down 24% in the first half of the fiscal year, particularly in the leather goods category, contributing to an increase in gross margins [5].