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www.wmfd.com - A fashion CEO is now set to become one of the highest profiel female executives in the world, as Burberry Chief Executive Angela Ahrendts is leaving the company and heading to Apple. }}" />

   
 
 
Burberry Fashion CEO Leaving For Apple

Story By: Larry Stine

 

 

 
 
 
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  Original Published: 10/20/2013A fashion CEO is now set to become one of the highest profiel female executives in the world. Burberry Chief Executive Angela Ahrendts is leaving the company and heading to Apple. It's a stunning move for the woman who re-launched Burberry as a super luxury brand. CNN's Jim Boulden has more. She has been the face of Burberry for nearly a decade. She was the higest paid CEO of any top British publicly traded company last year. And, Angela Ahrendts has been given credit for the steep rise in Burberry's value, as she reset the old British brand into a super luxury must-have with a strong digital platform. "This is Burberry's new flagship store on London's Regent St. A big part of Ahrendts plan was to re-launch the brand in massive super luxury stores in the world's top cities," says CNN"S Jim Boulden. "Instead of relying on sales from placing goods in department stores." Now, she will metaphorically move up the street to antoher big brand with big stores in the world's biggest cities, Apple. "Ahrendts will take over the role as the head of retail stores and online stores, in hopes of bringing some of the Burberry magic to Apple, especially in China," says Boulden. Apple is an also-ran in the fast-growing Chinese market. "She will have her manicured fingernails dirty with the staff," says David Buik, a market analysts. "She'll be great with them. She'll know, discuss, is this the right color, the right size? Are we giving the troops what they really want on the shelves. Are we going to have them queuing up in front of the shops in Beijing, Manilla, London, Paris? That's what she is all about." Ahrendts spearheaded Burberry's turnaround with Chief Creative Excutive Christopher Bailey. He will keep that role and take over as CEO next year. They have been a tag team since 2006. With Ahrendts already leaving, Burberry shares fell more than seven percent in London trading. "I'd say indeed it was an over reaction. I think it was more profit taking than a reflection of Mr. Bailey taking the helm," says Ishaq Siddiqi, of ETX Capital. Now Ahrendts is taking on a new challenge, answering to Apple CEO Tim Cook, but arguably, she will be more in the spotlight for one of the world's boggest brands, as it tries to re-brand front of the house.
   
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