Burberry produces and distributes a wide range of luxury outerwear for both men and women around the globe, but most of its revenue is generated through the sales of accessories. It also generates sales through concessions in third-party stores. The company is ranked amongst the leading apparel/accessories companies worldwide. Its fashion houses offer a selection of fashion accessories that include: handbags, wallets, purses and umbrellas and also produces and deals in other items such as: fragrances, sunglasses and cosmetic products. In 2017, Burberry operated a total of 200 concessions and 48 franchise stores worldwide.
With the personal luxury goods online market valued at close to 20 billion Euros, the Burberry brand has continued to build a global reputation for innovative product design. Through dynamic retail strategies and digital marketing initiatives — with heavy reliance on social media platforms — it has grown to become one of the most followed luxury brands on Facebook in 2017. As a supplement to its digital marketing initiatives, Burberry boasts of a widely viewed Youtube channel showcasing some of its most talented endorsers.
Among affluent households in the United States, Burberry remains a popular luxury brand, with 8.5 percent of households with an income of 200 thousand U.S. dollars or more owning at least one Burberry branded product, and 13.7 percent shopping at a Burberry retail store in the last 12 months. Burberry has also made a name for itself as a luxury cosmetics brand. In a 2017 survey, 46 percent of women in the United States recognized Burberry as a prestige makeup brand.