Although luxury goods firm Burberry Group has posted lower profits for the first half period, it improved sales and has ambitious targets for the next three years.

Profits for the six months ended 30 September 2009 were hit by restructuring costs and higher expenses, but the company posted total revenue of GBP572m (US$960.6m), up from GBP539m in the same period last year.

Angela Ahrendts, Burberry's chief executive officer, said: "While the last year or so has presented us as a management team with the most challenging conditions we've ever had to work through, we have been equally focused on how best to position Burberry for superior growth when the global economy recovers."

The company has today (17 November) outlined a three-year plan, concentrating on a series of initiatives.

In terms of product, it has introduced a Burberry London and Brit brand segmentation to casual wear. Ahrendts expects this to drive growth in women's wear particularly.

Burberry also wants children's wear to be 10% of its revenues, doubling from 5% currently.

The company has managed to move creative direction for its men's wear is back in house, having ended its licenses. This should add some vigour to the roll-out of its new brands.

Meanwhile, with retail sales up to 54% of total revenue in the six months - from 45% in the first half of last year - international growth also plays a big partner in the luxury firms strategy.

Ahrendts added: "We continue to drive productivity in existing stores while opening mainline stores and testing small store formats with a view of adding 10% space each year for the next three years."

The company plans to double its wholesale business in the Americas, while using digital channels to tune into younger luxury consumers. Indeed, it said that sales in emerging markets - currently 10% of sales - will grow at a faster rate through expansion.

Meanwhile, Burberry believes there is scope for 100 stores in China over time, up from 44 currently.

In short, Burberry has its eyes fixed firmly on potential prizes, rather than the economic gloom currently thwarting profits.

Click here to read more on Burberry's interim earnings results.