Burberry to adjust prices to offset coin swings

Shutterstock [http://www.shutterstock.com]

Paris - British luxury goods maker Burberry will adjust prices in response to currency fluctuations and similar moves by rivals, it said on Wednesday as it posted a forecast-beating 9% rise in second-half revenue.

Several luxury brands including Chanel, Richemont's Cartier and Patek Philippe have moved to harmonise their prices globally following the rise of the US dollar, the weakness of the euro and the surge in the Swiss franc earlier this year.

"We will maintain our price positioning by market relative to our immediate peers ... as prices move, we would also move prices up or down in the same way," Burberry Chief Financial Officer Carol Fairweather told reporters in a conference call.

Later in a call with analysts, Burberry said peers were brands such as Prada, LVMH's Louis Vuitton and Kering's Gucci.

LVMH on Tuesday said it was not going to adjust its prices but analysts said they had noticed Louis Vuitton had raised prices in Europe by 3% to 4% since the beginning of the year.

Currency movements have created notable price differentials, reaching more than 50% for the same luxury item between European and big Chinese cities.

The trend has encouraged Asian buyers to snap up goods in Europe and resell them at home, a practice often referred to as parallel trading or the grey market.

Broker JP Morgan Cazenove said in a note this month that some luxury goods executives and consultants believed 20% to 40% of luxury sales in mainland China were now parallel.

"Price adjustments and strict limitations remain in our view the only true defence against parallel trade," the broker said.

Burberry - known for its trademark trench coats with camel, red and black check linings, backed by ads featuring British models Kate Moss and Cara Delevingne - said trading in its high-margin Hong Kong market had decelerated further.

It said same-store revenue in Hong Kong, where it made about 10% of sales and where tourists make up 80% of the customer base, fell in "single-digit" terms in the second half.

Chinese tourists, an important Burberry customer group, have been avoiding cities such as Hong Kong following last year's pro-democracy protests, travelling instead to Europe, the United States and other Asian destinations such as Japan and Korea.

Burberry saw "double digit" sales growth in the United States and Europe and trading was particularly buoyant in Britain, France and Italy, from both locals and tourists.

Revenue from directly operated stores rose 13% at constant exchange rates in the half-year to March 31 and 9% on a same-store basis, slightly ahead of market expectations.

Burberry shares were up 0.34% at 1 789.

ZAR/USD
16.74
(+0.23)
ZAR/GBP
21.00
(+0.50)
ZAR/EUR
19.09
(-0.07)
ZAR/AUD
11.66
(+0.03)
ZAR/JPY
0.16
(+0.37)
Gold
1808.54
(+0.36)
Silver
19.12
(+0.16)
Platinum
825.00
(-0.24)
Brent Crude
42.17
(-1.20)
Palladium
1950.00
(-0.20)
All Share
55531.05
(-1.19)
Top 40
51235.09
(-1.23)
Financial 15
10528.08
(-1.64)
Industrial 25
75515.64
(-1.81)
Resource 10
53219.66
(-0.20)
All JSE data delayed by at least 15 minutes morningstar logo
Company Snapshot
Voting Booth
Please select an option Oops! Something went wrong, please try again later.
Results
I'm not really directly affected
18% - 2060 votes
I am taking a hit, but should be able to recover in the next year
23% - 2670 votes
My finances have been devastated
35% - 4020 votes
It's still too early to know what the full effect will be
25% - 2883 votes
Vote