UK luxury brand Burberry said today it will shift further up-market and more regularly update its fashion range.

But its shares dived 11% as investors focused on the cost of new chief executive Marco Gobbetti's plan. 

The company announced last week that Christopher Bailey, the designer who turned Burberry into a global label, would leave next year.

It said today that i would cut sales to non-luxury stores, initially in the US, enhancing the brand's exclusivity.
The company will bring in new fashion ranges each season.

"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," said Gobbetti, who took over as chief executive in July after being recruited from French brand Celine last year. 

Burberry's chief financial officer Julie Brown said that total restructuring costs would increase to £110m from £60m previously. 

Capital expenditure would be £150-160m in the 2019 and 2020 financial years, building to £190-210m thereafter, the company said. 

Burberry, known for its trench coats and camel, red and black check, has seen sales in China rebound, but not at the rate of some rivals. 

The USs, where Burberry has been hurt by a tough market for department stores, has been a weak spot for the company, and sales declined slightly in the first half. 

Gobbetti unveiled the plan alongside Burberry's first-half results, which saw revenue rise by an underlying 4% to £1.26 billion, with comparable sales also up a better-than-expected 4%. 

Adjusted operating profit rose 17% to £185m, it said, beating the market forecast of £167m, 

The company said that growth was strongest in mainland China, with a broadly consistent performance across both quarters, she said. 

"Consumers responded positively to fashion and newness. particularly in rainwear and small leather goods and bags," it added.

Burberry said its revenue and adjusted operating margin would be broadly stable year-on-year at constant exchange rates as it implements the plan. 

It said accelerated delivery of £100m of cumulative cost savings in the 2019 financial year and £120m in 2020 would be offset by the costs of rationalising distribution to non-luxury stores and investment in its range.