Tržby společnosti Burberry v prvním čtvrtletí klesly o méně než očekávané 1 %, protože v Americe a Evropě těží z jasnějšího positioning značky opírající se o britské tradice, uvedla luxusní skupina v pátek.
Akcie Burberry (LON:BRBY), které se od září více než zdvojnásobily, vzrostly v ranním obchodování o 4 %.
Burberry, známá svými trenčkoty a šátky s kostkovaným vzorem, využívá své britské tradice k získání zpět zákazníků pod vedením generálního ředitele Joshe Schulmana, který převzal vedení přesně před rokem, a společnost uvedla, že její letní kampaně rozšířily její přitažlivost.
„Kolekce „Highgrove“, inspirovaná zahradou soukromé rezidence krále Karla, oslovila luxusní zákazníky, uvedl Schulman, zatímco kolekce „Festival“, založená na hudebních festivalech jako Glastonbury a představující klobouky a boty, byla zaměřena na mladé zákazníky.
Podle společnosti se srovnatelné tržby v Evropě vrátily k růstu, zatímco obchodování v Americe posílilo. Tržby poklesly v Číně a ve zbytku Asie, ale tempo poklesu bylo přibližně poloviční oproti předchozímu čtvrtletí.
„Zlepšení srovnatelných tržeb v prvním čtvrtletí, síla našich klíčových kategorií a nárůst atraktivity značky nás utvrzují v přesvědčení, že jsme na správné cestě,“ uvedl Schulman a dodal, že podzimní kolekce byla „dobře přijata“.
Burberry uvedlo, že zaznamenalo pokles aktivity turistů, ale silnější poptávka ze strany nových a stávajících zákazníků pomohla tento dopad vyrovnat.
Analysis of Trades and Trading Advice for the British Pound
The price test of 1.3500 occurred when the MACD indicator had already moved significantly below the zero line, which limited the pair's downward potential. For this reason, I did not sell the pound.
In the second half of the day, US economic data will determine the pound's direction, as there are no significant domestic catalysts for the British currency, while the market itself is moving slowly due to a lack of drivers. The focus will be on US existing home sales and the NFIB Small Business Optimism Index. The first indicator reflects demand in the interest-rate-sensitive housing sector, while the second measures sentiment among small businesses. Through their implications for the economy, both releases affect expectations regarding Fed policy. Strong data could further strengthen the dollar and put pressure on GBP/USD, while a weak result would support the British currency by weakening the US dollar. It is worth remembering that the pound's upward trend has not yet been broken, so there are fairly good chances of another upward move in the pair.
As for the intraday strategy, I will focus more on the implementation of Scenarios #1 and #2.
Scenario #1: I plan to buy the pound today when the entry point is reached around 1.3512 (the green line on the chart), with a target of 1.3545 (the thicker green line on the chart). Around 1.3545, I will close the long position and open a short position in the opposite direction, targeting a move of 30–35 points in the opposite direction from the level. The pound can be expected to rise today as the trend continues. Important! Before buying, make sure that the MACD indicator is above the zero line and is just beginning to rise from it.
Scenario #2: I also plan to buy the pound today if the price tests 1.3496 twice consecutively while the MACD indicator is in the oversold area. This would limit the pair's downward potential and lead to a reversal to the upside. A rise toward the opposite levels of 1.3512 and 1.3545 can be expected.
Scenario #1: I plan to sell the pound today after the 1.3496 level is broken (the red line on the chart), which could lead to a rapid decline in the pair. The key target for sellers will be 1.3468, where I will close the short position and immediately open a long position in the opposite direction, targeting a move of 20–25 points in the opposite direction from the level. Strong downward pressure on the pound will return if US data are strong. Important! Before selling, make sure that the MACD indicator is below the zero line and is just beginning to decline from it.
Scenario #2: I also plan to sell the pound today if the price tests 1.3512 twice consecutively while the MACD indicator is in the overbought area. This would limit the pair's upward potential and lead to a reversal to the downside. A decline toward the opposite levels of 1.3496 and 1.3468 can be expected.
Important. Beginner Forex traders should be extremely cautious when making decisions about entering the market. Before the release of important fundamental reports, it is best to stay out of the market to avoid being caught in sharp exchange-rate fluctuations. If you decide to trade during news releases, always use stop orders to minimize losses. Without stop orders, you can lose your entire deposit very quickly, especially if you do not use proper money management and trade with large position sizes.
And remember that successful trading requires a clear trading plan, such as the one presented above. Making spontaneous trading decisions based on the current market situation is fundamentally a losing strategy for an intraday trader.
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