Luxury fashion group Burberry now allocates 60% of its marketing budget to digital media – more than three times the average.

Burberry is promoting its latest fragrance launch, Burberry Body, through Facebook rather than in glossy magazines, the Financial Times reported.

Burberry’s shift indicates the speed at which the fashion sector is moving away from print advertising, which traditionally took the greatest share of spend, in order to interact more with consumers, the newspaper reported.

The retailer has 8m Facebook followers and more than 250,000 have already signed up to receive a sample of Burberry Body through the post. Most of those people have also given permission for their details to be kept on Burberry’s database.

On Wednesday Burberry chief executive Angela Ahrendts told a conference. “You have to be totally connected to anyone who touches your brand.

“If you don’t do that, I don’t know what your business model is in five years.”