Fashion house Burberry has revealed updated versions of its trademark check had helped drive a 17 per cent rise in annual profits to £164.4 million.
The group, which has been moving away from its traditional beige pattern in recent years, said blue and pink versions of the print had refreshed its collections.
Burberry yesterday sounded an upbeat note about its new financial year, despite warning that demand for its spring collections was " muted" in certain markets in the first quarter.
The improvement during the year to March 31 came despite continued softer sales in the UK, where Burberry has been hit by a lower number of American tourists visiting London due to the weakness of the US dollar.
Burberry has admitted that the "chav" factor - the trend among young soccer fans and others for wearing Burberry check clothing - had not helped in the UK.
Chief executive Rose Marie Bravo pledged to increase selling space by eight per cent this year by adding new stores and concessions and expanding existing sites.
As well as varying its check, the group has been introducing more floral prints, bright colours and striped patterns to its clothing and accessories in a bid to modernise the brand.
Strong demand for new ranges helped increase womenswear revenues by 11 per cent on an underlying basis.
New styles drove an eight per cent rise in revenues at the accessories arm which made up 26 per cent of revenues during the year while womenswear accounted for 34 per cent and menswear 27 per cent.