BURBERRY SHAKES UP COLLECTIONS

BURBERRY is changing how it releases collections in a bid to get shoppers to splash out more often on its coats and bags.

The luxury fashion house, best known for its checked trenchcoats, is releasing smaller collections at unexpected times to create excitement among shoppers and keep them coming back.

The new strategy comes as Burberry battles to lure customers in the UK and Europe as tourism slows.

Same store sales grew 3pc in the 13 weeks to June 30 as demand in China and America helped prop up the business. Revenues totalled £479m compared with £478m a year earlier.

Chief financial officer Julie Brown said: ‘We do find our Chinese clientele will move depending on how currency is moving and basically we had far fewer Chinese tourists in Europe, in the UK and continental Europe this quarter, they were shopping more in Asia.’

The firm has also looked towards celebrity partnerships to boost sales, including a recent tie up with actress Lily James ( pictured).