Oscar winner Jessica Chastain is among scores of Burberry scarf fans. XNY/Star Max/GC Images

Burberry scarves are having a moment.

The company said this has become a pivotal area of its business.

The return of preppy clothing and the scarves' more accessible price point are luring shoppers.

Burberry's scarf game is red hot right now.

The British luxury brand reported its preliminary results for the year ending March 28 on Thursday, touting strong sales in its scarves category, which were up double digits.

During a call with investors after reporting earnings, its CEO, Joshua Schulman, described scarves as a "hero category" for the brand.

Its assortment ranges from $275 for a skinny silk scarf in various iterations of its signature check to over $1,000 for its cashmere check scarves.…