Robyn Duffy, Consumer Markets Senior Analyst at RSM UK, comments on Burberry’s full-year results: “Continued growth over five consecutive quarters, alongside adjusted operating profit more than tripling, suggests Burberry's turnaround is gathering momentum.

“Burberry hasn't needed to reinvent itself to win back consumers. Instead, it's gone back to what made the brand desirable in the first place - its British heritage and iconic products. Double-digit growth in outerwear demonstrates the year-round appeal of its signature trench coats and the strength of getting the basics right.

“That renewed momentum appears to be creating a halo effect across the wider business, with growth extending into other product categories. Crucially, stronger full-price sales suggest Burberry is rebuilding genuine brand desirability, rather than relying on discounting to get customers through the door.

“It's been a tumultuous year for consumers, and even those with deeper pockets are thinking harder about where they spend their money. Burberry's performance is a reminder that brands need to know exactly who they are and give consumers a compelling reason to part with their cash.

“The Americas and China continue to deliver encouraging growth, although weaker European trading highlights the challenges still facing the luxury sector, particularly subdued tourism and footfall.

“Burberry has made significant progress in restoring its appeal, but the challenge now is to turn that renewed desirability into sustained, profitable growth. Its stronger performance puts it in a good position, but the real test will be whether it can maintain momentum as the initial benefits of its turnaround mature.”

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