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17 Christos Angelides (17)

Group product director, Next

Despite a fearsome reputation for knocking Next’s up-and-coming buyers into shape and negotiating favourable terms with suppliers, Angelides is one of the nicest blokes to sit next to at any industry event.

He’s also been one of the best at delivering diluted versions of catwalk styles to a 30-plus consumer - a notoriously difficult target market to please. Some slick marketing campaigns have put Angelides’ more fashionable womenswear collections into the forefront of shoppers’ minds, while footwear styling has also stepped up.

Turning up the trends with standout versions of maxi dresses, faux-fur jackets and shearling boots has helped Next to push prices up a notch (though the company continually denies this). This is good preparation for the blanket price hikes that will be forced through next year because of rising input costs and Next will be able to capitalise on having tested consumer reaction early and well ahead of the competition.

Angelides is a non-mover in this year’s list because Next’s menswear has proved a more difficult nut to crack. He took

the collections younger in line with its womenswear offer, but that caused sales to stutter. Redressing that balance will be his top priority for 2011.


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