Burton hit by top exit

Burton Menswear marketing director Kevin Doherty has left the retail chain after only seven months in the post. He is being replaced by former Millets marketing director Fiona Ferguson.

Doherty left last month to “return to his consultancy business”, according to a Burton spokeswoman. He was appointed last Novem ber as the chain’s first marketing director.

Ferguson joins this week. She left Millets in March, shortly after Brian Astley, the former managing director of advertising agency Leagas Delaney, became commercial director.

Ferguson joined Millets in March 1995 from Thomas Cook, where she was head of marketing.

The Burton chain of 354 stores has suffered from its move into the youth market, which observers believe has alienated many of its core customers, who have deserted to rivals such as Next.

Ferguson joins at a time of high turnover of senior marketing staff at the Burton Group, which owns Burton, Debenhams, Dorothy Perkins and Top Shop.

Debenhams recently axed two top marketing posts and replaced them with a visual and promotions director (MW June 21).

Burton is launching a 3m advertising campaign through Mellors Reay & Partners.

The “Everywhere” campaign, including TV advertising planned for the autumn, aims to position Burton as the complete menswear retailer, and to shake off its cut-price sales image.