Craftsmanship, personality and wit: three characteristics of British style in demand all over the world. The Luxury consumer is once again enamoured with all things British.
Companies such as Mulberry, Burberry, Alexander McQueen, Paul Smith and last but not least, Crumpet have increased revenues by an extraordinary amount. Companies are expanding their manufacturing plants and filtering into countries with rising economies such as China and Russia. As these countries get wealthier they are developing an understanding and fascination with British brands. To foreigners there is the perception of tradition and quality as an essential part of Britishness.
What is the reason behind this mood? Georgia Fendle of Mulberry sums up the feeling in the air: ‘Historically, the popularity of all things British comes and goes in waves. Just now Britishness is definitely having a moment.’ It seems that sometimes the British have struggled to establish and express their identity but when they do it right it is truly something special. There is a certain kookiness and edgy creativity that when mixed with commercial savviness is a real show-stopper. The Royal Wedding has undeniably had something to do with this fondness.
A truly romantic love story that had the nation and the rest of the world spellbound.
It is not just the leading designers of Britain that are having a moment. Thousands have been mourning the passing of Downton Abbey (which will be shown in more than 200 territories) whilst films such as The Iron Lady provide an insight into British culture and politics. One cannot forget to mention the Olympics and diamond jubilee which will also place this little island in the Limelight for years to come.
It seems that the rich aren’t the only ones buying into luxurious lifestyle brands. Heritage brands which ooze quality are exactly what consumers look for in this current economic climate, not always high street bargains.
British things we like: The Queen, baked beans, Stephen Fry, British cows, fish and chips, PG tips, red telephone boxes, pubs, Harry Potter, minis, the Pound, Cheddar cheese, Wimbledon, Glastonbury, Pimms and of course…. Crumpets.
