33 Angela Ahrendts

The Burberry boss has achieved more than most at her level in the luxury space to support the development of the Burberry brand online.

Burberry’s marketing, creative media and IT teams have worked together under her leadership to build what the company describes as ‘sector leading experience in the digital media arena’.

The company has been fearless in its use of the web, whether to stream catwalk shows live, or use social media to engage new, younger, affluent consumers. As well as using Facebook, Burberry launched its own social media site Artofthetrench.com to celebrate and inspire those who purchase its core trench coat product.

And unlike other luxury brands, Burberry seems keen to sell more online too. Burberry broke new ground by live streaming the Autumn 2010 show in 3D to five locations around the world. The webcast also allowed consumers to purchase runway items for priority delivery - another first for the luxury sector.

In its latest presentation to shareholders, Burberry also explains that its marketing budget is migrating to online, both as a response to changing consumer behaviour and so the company can improve and measure the return on investment on its marketing spend.