Luxury brand Burberry is working to "control the things it can control" as luxury footfall declines amid macroeconomic uncertainty around the world.

CFO Stacy Cartwright today (17 April) said the company is "focusing on what we can control within the store environment, rather than what's going on in the external environment".

Her comments came as the brand booked a 9% rise in first half revenue to GBP1.1bn (US$1.7bn). Growth was largely driven by China, with Asia Pacific sales surging 15% to GBP447m.

Cartwright said the team is working to nudge up the conversion of what traffic there is, as well as lift average unit prices by focusing on selling products at higher price points like outerwear and its Prorsum and Burberry London lines.

While the retailer has not increased price by itself, Cartwright said the company has been adding "more value to the product", which then allows it to increase the price.

In previous quarters declining footfall has been noted, and this has largely been the "aspirational customer, who isn't shopping as much".

Unlike other luxury brands, Burberry has not yet seen a slowdown in China. Carol Fairweather, who is set to replace Cartwright in July, said the company has been "very pleased" with its performance in the country.

She said the group saw double-digit sales growth in China during the third quarter, which continued into the fourth quarter. Fairweather attributed this to having "great product in our stores, both in China and globally".

She said: "We had a lot of red product, which absolutely plays to the Chinese consumer, and we had a great marketing campaign on that coincided with the Chinese New Year."

The company is not being overly bullish in the market, with Cartwright noting that while it is difficult to judge whether Burberry is gaining market share, she thinks the brand is "holding our own nicely" and that there are a lot of opportunities for further growth - for instance, store openings planned for Shanghai this year.

In Europe, performance is being propped up by the travel and luxury consumer, with some 50% of sales in its flagship stores coming from international shoppers. This is not just Chinese consumers, but also those from Russia, the Middle Easte and America.

Speaking about the macroeconomic issues faced in Europe, Cartwright said: "I don't think there's any change in what we're seeing in Europe, and it's more the travel and luxury consumer that's holding up what you're seeing in Europe, and offsetting any decline that you'll see from the domestic consumer.

"We don't have a crystal ball, and the message to teams is always control what you can control, optimise what you have in your stores, and hopeful outperform your peers."