Fashion label Burberry posted a jump in operating profit for the first half of its financial year on Thursday, and announced that it was shifting its focus towards higher end luxury.

　　周四，时尚品牌Burberry公布上半财年营业利润大幅增长，并宣布将工作重心转向高端奢侈品上。

　　The company, famous for its iconic trench coats, leather goods and chequered scarves, said that underlying revenue increased by 4 per cent to 1.26bn pound in the six months to 30 September, while adjusted operating profit soared 28 per cent to 185m pound from 144m pound a year earlier.

　　Burberry以标志性的风衣、皮革商品和格子围巾闻名，该公司表示，在截至9月30日的上半财年里，其基本收入六个月内增加了4%至12.6亿英镑，而调整后的营业利润飙升28%，从去年的1.44 亿英镑升至1.85亿英镑。

　　“Consumers responded positively to fashion and newness, particularly in rainwear and leather goods,” said chief executive Marco Gobbetti. “Digital revenue grew in all regions, led by mobile, while growth was strongest in our own stores in Asia Pacific,” he added.

　　首席执行官Marco Gobbetti说：“消费者对时尚和新产品响应积极，尤其是雨衣和皮具产品。所有地区以手机为主导的数字业务收入都在增长，而亚太地区的门店增长最为强劲。”

　　Separately on Thursday, Mr Gobbetti also unveiled a new strategy, focusing on Burberry’s top-end offering and cutting sales to non-luxury stores.

　　周四，Gobbetti还公布了新战略：Burberry将削减非奢侈品的销售，专注于高端产品。

　　“By re-energising our product and customer experience to establish our position firmly in luxury, we will play in the most rewarding, enduring segment of the market,” Mr Gobbetti said.

　　Gobbetti说：“通过重振我们的产品和客户体验，以稳固在奢侈品领域的地位，我们将发挥市场中最有益、最持久的部分。”

　　“We have the foundations to build on and the team to execute our plans. This will enable us to drive sustainable growth and higher margins over time, whilst continuing to deliver attractive returns to shareholders.”

　　“我们有实现计划的基础，也有团队来执行我们的计划。这将使我们能够在一段时间内推动更高的利润率和可持续增长，同时继续为股东带来可观的回报。”

　　Last week the fashion house announced that its chief creative officer and former chief executive, Christopher Bailey, would leave the company at the end of March next year.

　　上周，Burberry宣布其首席创意官兼前首席执行官Christopher Bailey将于明年3月底离开该公司。

　　Mr Bailey, who joined Burberry in 2001 and became CEO and chief creative officer in May 2014, ushered the retailer through a period of significant transition during his leadership. He was succeeded as CEO by Mr Gobbetti in July this year.

　　Bailey于2001年加入Burberry，并于2014年5月成为首席执行官兼首席创意官。在他的领导下，Burberry度过了重大转型时期。今年7月，Gobbetti接替他担任首席执行官一职。