博柏利集团(Burberry Group Plc)表示,该公司在全球其他地区的销售情况依然欠佳,但在中国门店的销售额已经渐渐转好。和它的竞争对手LVMH集团一样,这两大奢侈品公司好像已经在最后的黑暗中开始慢慢迎来黎明的曙光。
中国消费者作为奢侈品的主力买家,对于时尚业意义重大。此番回暖趋势一经察觉,博柏利的股价顷刻间上涨了4.3%。同样,从4月初开始,该品牌在韩国的销售额也恢复了增长。
“如果要完全恢复到疫前水平的话,还需要一段时间,我们需要给消费者时间让他们重拾消费信心。”博柏利的首席财务官朱莉•布朗在接受记者的电话采访时表示,该公司在中韩两国的销售增速已超越两位数,“这十分鼓舞人心。”
目前,博柏利在全球的421家门店仍有一半处于关闭状态,第二个季度的经营依旧任重而道远。公司于上周五表示,整个3月到6月,不得不关门歇业的门店数量可能仍将保持在峰值水平。
事实上,博柏利的管理层曾在17年前后经历过一次大换血,其现任设计总监里卡多•提西和现任首席执行官马尔科•戈贝蒂都曾供职于LVMH集团。里卡多•提西曾是纪梵希(Givenchy)的设计总监,而马尔科•戈贝蒂也曾是Céline的首席执行官。
但这对被寄予厚望的黄金组合并没有让博柏利的业绩一飞冲天。在经历了连续两年的业务低迷之后,戈贝蒂的“扭亏为盈”计划本应在2020年开始初显成效,然而一场疫情却打乱了一切。
本次博柏利在中国大陆的销售回弹可能也是由于疫情期间的隔离措施制造成的。在疫情爆发前,中国消费者往往选择出境购买奢侈品,约有一半的奢侈品消费发生在海外。如今消费者出游减少,奢侈品消费也就重新向中国国内回流。
“消费复苏的关键还是在于把握好科学防疫与经济重启的平衡关系。”朱莉•布朗说道,“中国和韩国都向我们证明了这一点。我有信心,我们一定会挺过去。”
截至3月28日,在过去的一个财年中,公司的零售额同比下降了3%,略优于分析师此前所预计的4.6%。
“在我们看来,无论是对于博柏利还是其他奢侈品牌,都起码会在销售额以及股市方面损失2.45亿英镑,这仅仅是一个开始。”商业内幕网(BI)的奢侈品分析师黛博拉•艾特肯说道。
为了度过经济低迷期,博柏利已经暂停了分红派息和股票回购,并加快了削减成本的计划,截至3月底,该公司手头还有8.87亿英镑(约11亿美元)的现金。(财富中文网)
编译:陈怡轩
博柏利集团(Burberry Group Plc)表示,该公司在全球其他地区的销售情况依然欠佳,但在中国门店的销售额已经渐渐转好。和它的竞争对手LVMH集团一样,这两大奢侈品公司好像已经在最后的黑暗中开始慢慢迎来黎明的曙光。
中国消费者作为奢侈品的主力买家,对于时尚业意义重大。此番回暖趋势一经察觉,博柏利的股价顷刻间上涨了4.3%。同样,从4月初开始,该品牌在韩国的销售额也恢复了增长。
“如果要完全恢复到疫前水平的话,还需要一段时间,我们需要给消费者时间让他们重拾消费信心。”博柏利的首席财务官朱莉•布朗在接受记者的电话采访时表示,该公司在中韩两国的销售增速已超越两位数,“这十分鼓舞人心。”
目前,博柏利在全球的421家门店仍有一半处于关闭状态,第二个季度的经营依旧任重而道远。公司于上周五表示,整个3月到6月,不得不关门歇业的门店数量可能仍将保持在峰值水平。
事实上,博柏利的管理层曾在17年前后经历过一次大换血,其现任设计总监里卡多•提西和现任首席执行官马尔科•戈贝蒂都曾供职于LVMH集团。里卡多•提西曾是纪梵希(Givenchy)的设计总监,而马尔科•戈贝蒂也曾是Céline的首席执行官。
但这对被寄予厚望的黄金组合并没有让博柏利的业绩一飞冲天。在经历了连续两年的业务低迷之后,戈贝蒂的“扭亏为盈”计划本应在2020年开始初显成效,然而一场疫情却打乱了一切。
本次博柏利在中国大陆的销售回弹可能也是由于疫情期间的隔离措施制造成的。在疫情爆发前,中国消费者往往选择出境购买奢侈品,约有一半的奢侈品消费发生在海外。如今消费者出游减少,奢侈品消费也就重新向中国国内回流。
“消费复苏的关键还是在于把握好科学防疫与经济重启的平衡关系。”朱莉•布朗说道,“中国和韩国都向我们证明了这一点。我有信心,我们一定会挺过去。”
截至3月28日,在过去的一个财年中,公司的零售额同比下降了3%,略优于分析师此前所预计的4.6%。
“在我们看来,无论是对于博柏利还是其他奢侈品牌,都起码会在销售额以及股市方面损失2.45亿英镑,这仅仅是一个开始。”商业内幕网(BI)的奢侈品分析师黛博拉•艾特肯说道。
为了度过经济低迷期,博柏利已经暂停了分红派息和股票回购,并加快了削减成本的计划,截至3月底,该公司手头还有8.87亿英镑(约11亿美元)的现金。(财富中文网)
编译:陈怡轩
Burberry Group Plc said mainland Chinese stores have returned to growth, joining luxury rival LVMH in pointing to light at the end of the tunnel even as a lockdown-induced slump deepens elsewhere.
Burberry shares rose as much as 4.3% on some signs of a rebound in the fashion industry’s key market. Since the start of April, the company’s sales have returned to growth in South Korea, too, as some consumers catch up on purchases thwarted by the virus.
“It will take some time for luxury to recover from Covid-19 and for consumer confidence to return to pre-virus levels,” Chief Financial Officer Julie Brown said on a call with reporters, adding that growth in China and Korea has reached double-digit percentages recently. “We’re seeing very encouraging signs.”
About half of the British trenchcoat-maker’s 421 stores remain closed, putting pressure on sales for the three months through June. Burberry said at last Friday that store closures would likely remain at their peak throughout the period.
The coronavirus pandemic and lockdown measures to contain it have snarled Burberry’s attempts revive sales under designer Riccardo Tisci and Chief Executive Officer Marco Gobbetti, both formerly of luxury conglomerate LVMH and its French fashion house Givenchy. After two years of broadly flat business, Gobbetti’s turnaround plan was supposed to lead to accelerating sales and margin expansion starting this year.
Some of the rebound in mainland China may be due to consumers repatriating their luxury shopping due to travel restrictions. Prior to the crisis, about half of Chinese luxury spending took place abroad.
The key to a recovery is countries balancing social distancing and controlling the virus, Brown said.
“China and Korea are showing very good signs of being able to do this,” the CFO said. “In terms of durability, it looks very promising.” Retail sales fell 3% on a comparable basis in the 12 months ended March 28. Analysts had expected a decline of 4.6%.
“A 245 million-pound writedown in fiscal 2020 to March on store impairments and stock provisions resulting from Covid-19 is just the beginning for Burberry and other luxury brands in transition phase, in our view," says Deborah Aitken, BI luxury goods analyst.
Burberry suspended dividends and share buybacks and is accelerating its cost-cutting program to help weather the downturn. The company had 887 million pounds ($1.1 billion) in cash on hand as of the end of March.