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Fashion firm Burberry’s bid to move further upmarket could backfire, it has been warned.

The maker of £1,400 trench coats has been trying to reinvent itself as a super luxury brand.

The plan seems to be working, with sales up 3% to £479million during the three months to the end of June.

But Burberry’s share price fell 4% yesterday as it warned a weaker tourist market in the UK and Europe had dented demand.

Helal Miah, research analyst at The Share Centre, said: “Taking the brand even more upmarket could alienate traditional customers as we have seen with other brands in the industry.”