Burberry's renewed focus on 'cool Britannia' and timeless British luxury is showing positive results, with sales rising three percent to £665 million for the final quarter of the year. The brand has seen particular success among younger shoppers in Greater China, where sales increased six percent, suggesting a potential luxury revival in the region. Chief executive Joshua Schulman highlighted the popularity of signature items like the cashmere check scarf among Generation Z, and emphasized the importance of making the brand relatable to a wide range of luxury consumers. Despite flat sales in Europe, the Middle East, India, and Africa, shares in Burberry rose four percent following the update, buoyed by optimism in the company's new strategy and the global appeal of British style.