* Tisci credited with revitalising LVMH's Givenchy
* Will replace long-standing Burberry designer Bailey
* Comes as Burberry looks to shift upmarket, boost sales (Adds details, quote)
LONDON/PARIS, March 1 (Reuters) - Burberry BRBY.L said onThursday it had picked Givenchy alumnus Riccardo Tisci to takeits designs in a new direction, as the British fashion brandlooks to revitalise its image and sales with a move moreupmarket.
Tisci replaces Burberry's long-standing star designerChristopher Bailey, who fashioned the trench coat maker into aglobal luxury label over his 17-year tenure.
Tisci's appointment comes amid a merry-go-round of designerchanges at top brands, at a time when luxury goods companies aretrying to ride an industry upturn as demand from Chineseconsumers rebounds and young shoppers drive sales.
Tisci is credited with revitalising Givenchy with a dark,edgy vibe. He was creative director at the LVMH LVMH.PA -ownedFrench fashion house from 2005 to 2017, and had overlapped therewith Marco Gobbetti, now CEO of Burberry.
"Riccardo's creative vision will reinforce the ambitions wehave for Burberry and position the brand firmly in luxury,"Gobbetti said of the appointment.
Tisci will start his new job on March 12 before presentinghis first Burberry collection in September.
"The appointment could trigger excitement and support forthe stock," Exane BNP Paribas (PA:BNPP) analyst Luca Solca said in a note.
The label's shares were up 3.8 percent at 0943 GMT. has been struggling to jumpstart sales at a timewhen many rivals, such as Gucci, owned by France's Kering PRTP.PA , or LVMH's luxury powerhouse Louis Vuitton, are on aroll.
Gucci, for instance, has benefited from a radical designoverhaul over the past three years, and its flamboyant new stylehas enthused younger customers in particular.
LVMH's Celine was the latest brand to announce a majordesigner change in January, with former Yves Saint Laurent starHedi Slimane replacing Phoebe Philo. November, Gobbetti outlined a plan to take Burberryfurther upmarket, with more high-end products, fast-changingfashion and refurbished stores, though he also said the shiftwould take several years to take effect. whose departure was announced last October, hadworked with Burberry's former CEOs Rose Marie Bravo and AngelaAhrendts to make its classic camel, red and black check designsmust-haves for followers of fashion around the world.
He presented his last Burberry collection - a colourful runthrough the label's archives - last month, and will stay on asan adviser to the company until the end of the year.