Burberry is doubling down on Asia as a long-term growth engine, even as competition in the region intensifies, according to its Chief Financial Officer.
Speaking at the HSBC Global Investment Summit in Hong Kong, Kate Ferry, CFO of Burberry, highlighted the region’s strategic importance while acknowledging mounting pressure from both global luxury players and emerging local brands.
“I think certainly the long term in Asia is very compelling, it’s going to be more competitive,” Ferry said, adding that success will hinge on “a very clear brand identity, strong product authority and a deep understanding of local custom.”
The comments come as Asia, particularly China, continues to play a pivotal role in Burberry’s recovery strategy. The British luxury house has seen encouraging signs, with comparable store sales in China rising 6% in the quarter ending December, supported by strong demand from Gen Z consumers.
Burberry has been actively investing in the market through localised campaigns, including a recent Chinese Lunar New Year activation, and a sharpened focus on core categories such as outerwear and scarves, key pillars of its ongoing brand reset.
The broader luxury sector is also showing cautious recovery in Asia, even as global volatility and shifting consumer preferences reshape demand patterns. Analysts note that while China is stabilising, rising competition from domestic brands and changing shopping behaviour are altering the landscape for international labels.
Founded in 1856, Burberry operates a global retail network spanning over 400 locations and is currently executing its “Burberry Forward” strategy to restore growth and brand clarity amid a challenging luxury cycle.
For franchise and retail operators, the company’s outlook underscores a familiar dynamic: Asia remains a high-growth market, but one where differentiation, localisation and brand equity are becoming critical to sustain expansion.
