Burberry Responds To The "Shop Withdrawal Storm": New Stores Confirm Location And No Layoffs

Shanghai's flagship store continues to ferment amid the wave of layoffs and layoffs, and the British luxury brand Burberry is no longer "re Buddhist".

In April 3rd, the exclusive response of Burberry (Bo Baili) to the British headquarters showed that the group's flagship store, located in Kerry Center, Jingan, Shanghai, has just been reopened and will open two new stores in Shanghai in the coming months.

Meanwhile, the brand denied the idea of layoffs, saying that the original employees would go to the new store.

Boboli said the new store has been identified, located in the Shanghai Golden State mall and the IAPM shopping mall.

In addition, the brand denied the layoffs and said that some of the staff would be assigned to new stores.

According to the brand, new stores will further strengthen the brand's influence in Shanghai's luxury shopping shrine.

Previously, Burberry Shanghai SHANG Jia Center store closed shop, "shop layoffs" rumors continued to develop for "performance decline, control costs" and other interpretations.

Regarding this, Boboli company responded to the Beijing Commercial Daily reporter that the closure and opening of shops is normal for a brand.

At the same time, China is a very important market for Burberry. The company also focuses on long-term development in China.

At present, Burberry is still in pition, but from the point of changing designers, changing brand logo and increasing brand new impression elements, the 100 century brand of the UK is giving consumers new sensory experience.

At the same time, according to the Beijing Commercial Daily reporter observation, the brand monthly 17 B series averaged 2-3 hours sold out.

But it is noteworthy that Burberry's performance still worries investors, but the Chinese market is doing well.

In January, according to the three quarter performance report released by Burberry group, group sales fell 1% to 711 million pounds in the third quarter of December 29, 2018, which is 1% higher than that of store sales, which is lower than that of analysts' growth of 2% over the same period.

But sales in the Asia Pacific region have reached a median rise, mainly driven by the Chinese market.

Burberry CEO Marco Gobbetti said that at present, the strategic focus of the group is still to complete the pformation work and rekindle the brand fever.

At the same time, the company will continue to stabilize sales volume, adjust operating profit rate, and achieve the goal of saving 100 million pounds before.

It also said that the 2019 half year fiscal year's sales fell by 3% to 1 billion 220 million pounds, but the profit grew 42% to 132 million pounds, which is better than analysts' expectations.

Author: Wang Xiaoran Wei Ru