Core Insights - Burberry Group reported a 5% year-on-year decline in total revenue to £1.032 billion for the first half of the 2026 fiscal year, with a 3% decline when adjusted for constant currency [1] - Adjusted operating profit stood at £19 million [1] - Comparable store sales increased by 2% in the second quarter, reversing a 1% decline in the first quarter [1] Revenue Performance - EMEIA region revenue grew by 1% year-on-year, with local consumption offsetting declines in tourism spending [1] - The Americas saw a 3% growth driven by new customer acquisition [1] - Greater China experienced a 1% decline, although it rebounded with a 3% growth in the second quarter; the Asia-Pacific region declined by 2% [1] Strategic Initiatives - The company is reinforcing its "Timeless British Luxury" brand positioning and accelerating the narrative around British heritage to enhance brand appeal [1] - Positive market response to the 2025 Autumn/Winter collection, with strong performance in outerwear and scarves extending to other categories; additional demand from core wholesale partners for the 2026 Spring/Summer collection [1] - Store experience optimization is underway, including product display upgrades and cross-category sales enhancements, with over 100 scarf zones opened and plans to reach 200 by year-end [1] Customer Engagement - The company is seeing a gradual improvement in customer growth, with both new and returning customers increasing [1] - Cost efficiency plans are progressing, targeting an annual saving of £8 million by the end of the 2026 fiscal year [1] Leadership Perspective - CEO Joshua Schulman highlighted that the "Burberry Forward" strategy, implemented over the past year, has deepened the brand's expression centered on "Timeless British Luxury," optimizing product supply and driving consumer return, resulting in the first same-store sales growth in two years [2]