An 8% rise was achieved in Burberry's first-quarter sales to 229 million pounds. Whilst it is an increase it is well below the previous quarter's growth of 14% and clearly not a strong enough rise to keep the share price from falling. The market reacted with a share price drop of 1.5%.
Although Emma Watson (she is the female star who plays Hermione in the Harry Potter films) is the new face of Burberry's advertising campaign that commenced a month ago, time will tell if Burberry's strategy of attracting a younger audience into the brand, than currently exists, can improve the next three quarters and achieve successive double digit increases.
Read more in this Forbes article.