The British Brand Is Coming Back

Once upon a time, the word "British style" was synonymous with luxury.

The names associated with it have aroused great echoes all over the world - Rolls-Royce (Rolls-Royce), Bentley (Bentley), Saville Savile (Savile Row), South Mason department store (Fortnum & Mason), Norman Hartnell (Norman Hartnell) and John Rob (John Lobb).

But at the end of the last century, the charm of the word "British style" ceased to exist.

This concept becomes obsolete and it is

"British style" is again popular.

There are a lot of innovative small companies in the UK: two examples: Lulu Guinness and Philip Treacy, but most of them lack the commercial support to make them grow into global enterprises. Lulu Guinness:

Just as they did not act on scale and ambition, Louis Vuitton, GUCCI (Gucci), Prada (Prada), Hermes (Hermes) and Ralph Lauren (Ralph Lauren) supported the world stage with their products, and grew in scale, confidence and profits. Louis Weedon,

Now, however, the "British customs" seem to be popular again.

Sales of many British companies have continued to rise.

Rolls-Royce's sales increased by 41 percentage points between January 2011 and September.

The British Fashion Association (BFC) has done a good job in helping young and talented designers.

Designers such as Christopher Kane, Erdem, Mary Katrantzou and Roksanda Ilincic have proved to be hot in fashion week in Britain, attracting influential figures in the American fashion world and their large banknotes.

These young designers have an unusual British temperament and creativity, but the difference is that they now understand the operation of the business.

They can deliver their work in time and have good quality control. "

Barber, an old British clothing brand (Barbour), is now very popular with Himdmarch, Alice Temperley and Japanese designer Tokihito Yoshida.

British style is very popular. On television, the British drama "Downton Abbey" has been sold to more than 200 parts of the world. In the movie, Meryl Streep played the role of Mrs. Thatcher; in March, the British National Vitoria and Albert Museum (V&A) planned to hold a large-scale exhibition to display the best design works in Britain from 1948 to 2012, and the exhibition will last until mid August. Then, the diamond Daqing, the Queen's accession to the 60th anniversary diamond, and the London Olympic Games that followed.

Caoimhe Buckley, general manager of marketing and Communications Department of UK Trade & Investment, pointed out that Thomas Heatherwick designed for the beautiful World Expo Pavilion in Shanghai and the exhibits displayed in the British Pavilion did change the 80 million tourists' view of the United Kingdom.

They have witnessed the spirit of innovation in the UK, coupled with the good reputation of British brands in terms of quality and cultural heritage. It is not surprising that British brands have been successful in China.

"China's rapidly growing middle class is getting higher and higher tastes. They are not satisfied with the pursuit of those big names now. Instead, they are looking for some interesting and interesting brands that can consistently improve the quality and quality of British brands.

Unique small brands are popular.

In addition, those brands with a long history but not noticeable brands, such as Breanish Tweed in Outer Hebrides and Gainborough Silk Weaving Company in Suffolk County, are being rediscovered and rejuvenated.

Deborah Meaden, an investor in the Dragons Den program launched by BBC2 channel, has invested in the British textile brand Fox Brothers.

Fox Brothers made 852 miles of textiles for the British army in the first World War.

During its boom period, Fox Brothers employed about 5000 employees, and when Meaden discovered it, there were only 18 employees left.

However, Meaden was very excited about her discovery, and founded Affiliated Companies The Merchant Fox, which is responsible for selling online and selling exclusively British made products.

These changes stem from the simplification of brands sold on major commercial streets around the world.

Those customers who do not find discount goods on commercial streets all over the world are seeking the "soul" of the brand.

If you want to have this hard to achieve "soul", brand needs to have real value, proper place of origin, roots and brand story.

When the British did well in these areas, their brands were successful.

Foreigners prefer British branding.

Interestingly, sometimes foreigners can see the benefits of British brands.

I was very impressed with Burberry's CEO Rose Marie Bravo. She was busy remodeling the brand of Burberry and fascinated by its British style. At that time, the British themselves thought the brand was boring.

General of Liberty department store in London

The key question is how many of these new small brands can be pformed into global famous brands.

The British seem to be better at running smaller, more distinctive and handicraft based brands.

Although some brands do have great international influence, they are only a few.

Nowadays, the change of customer tastes in the international market seems to have contributed to the development of British brands.

If we can combine the cultural heritage with the high quality in the brand, this year will be a year for those British companies to thrive.