Okonkwo Prelims

The British luxury market is also thriving as a high retail revenue genera-
tor of famous brands from other countries. As a result, the country lives up to
its reputation as ‘a nation of shopkeepers’ and has emerged as the European
leaders in fashion retail. Luxury retailers like Harrod’s, Selfridge’s, Harvey
Nichols, John Lewis, Debenham’s and House of Fraser hold a large share of
the European luxury retail market.
Another key success factor of the British fashion revolution is the utiliza-
tion of the power of marketing intelligence and intellect in branding. Anyone
who is conversant with branding knows that branding is a powerful concept
that resides in the mind of the consumer and not on a piece of company docu-
ment. The leading luxury goods industry journal, Luxury Briefing, which
originates from Britain, provides relevant and highly specialized market
information and analysis on key issues in the sector. Another notable publi-
cation is the High Net-Worthmagazine produced by Ledbury Research,
London. The business approach of these companies provides an innovative
contribution to luxury fashion branding and intelligence.
Figure 10.4 indicates the key factors that British luxury fashion brands
utilize as a strategic guide and leverage to outperform competitors.

Conclusion

While the French brands have maintained an outlook on fashion as an art
form that must be guarded and treasured, British brands view fashion as a
business venture that is sustained by artistic talent and business innovation.
The British brands therefore develop and apply their corporate strategies

chapter 10 313

case illustrations

Figure 10.4 Some of the key factors of the British luxury fashion revolution

Luxury fashion intelligence

Creative talent export

E-retail

Celebrity endorsement

British luxury

fashion brands

New luxury brands development

Customization of products and services