Burberry has seen its sales in EMEA and the Americas increase by 1% and 4% year-on-year respectively in the first quarter of its financial year.

The British luxury fashion brand saw its sales drop by 5% in Greater China and 4% in Asia Pacific in this period.

Furthermore, its group revenue fell by 6% to £433m, while its store sales dropped by 1% year-on-year.

However, this is an improvement on its final year results, where revenue fell by 17% in the year to 29 March, leading to its share price dropping by over 16%.

However, the update comes after Burberry implemented actions to drive its Burberry Forward programme, resulting in "comparable retail sales improvement" across all regions.

Chief executive officer at Burberry, Joshua Schulman, said: "Over the past year, we have moved from stabilising the business to driving Burberry Forward with confidence. The improvement in our first quarter comparable sales, strength in our core categories, and uptick in brand desirability gives us conviction in the path ahead.

"Our autumn 2025 collection is being well received by a broad range of luxury customers as it arrives in stores. Although the external environment remains challenging and we are still in the early stages of our transformation, we are encouraged by the initial progress we are starting to see."

In its outlook, Burberry stated it is still in the early stages of its turnaround, with the macroeconomic environment remaining "uncertain".

Despite this, the firm said that it is continuing to prioritise investment and expects to see the impact of its initiatives as the year progresses.

As a result, Burberry is confident that it is positioning the business for a return to "sustainable, profitable growth".

Following the trading update, shares in Burberry increased by over 6%.

Investment analyst at AJ Bell, Dan Coatsworth, said that Burberry has shown that it may be able to leave its chequered history behind as it displayed "evidence of recovery".

He concluded: "The company’s previous strategy of trying to find itself a place at the table in the very high-end luxury market proved ill-fated and that has left recently appointed Schulman to try and get things back on track.

"His plan has been built on focusing attention on the brand’s traditional strengths in areas like outerwear and scarves, clearing excess inventory, cutting costs and investing in its digital platform. Having stabilised the business, there is evidence Schulman is beginning to gain some traction with his turnaround effort.

"Although sales are still declining, the rate of decline has slowed considerably and by more than the market expected."

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