, Columnist
Don’t Mistake Burberry’s Instabuzz for a Turnaround
It’s a great sign for investors that the brand’s new head designer has resonated with shoppers. But the road to recovery is a long one.
It’s a hit.
Photographer: Niklas Halle’n/AFP/Getty Images
This article is for subscribers only.
However much Burberry Group Plc flogs its flair with Instabuzz and social selling, investors are going to have to wait for it.
After new designer Riccardo Tisci showed his first collection in September, the company’s shares fell — it wasn’t clear if the change in creative direction would be enough to turn around the British luxury brand. The company seems to have managed to reassure shareholders on Thursday in its first-half report as it said the response to its new designer had been “exceptional” — the shares rose as much as 2.4 percent.