Luxury Brand Outsiders: Understanding the Success of British and American Luxury Brands

Abstract

British and, to a lesser extent, American luxury brands have played an important, if somewhat marginal, role in the international luxury fashion and accessories sector for some considerable time. Often these brands are long-established leaders in their field and their excellence readily acknowledged, for example Burberry was established in 1856, while Tiffany & Co. was founded even earlier, in 1837. Despite the long history of luxury brands such as these, it is certainly the case that consideration of the trading features and characteristics of British and American brands has largely been absent from the literature. In considering the specific nature of British and American fashion luxury companies, this chapter identifies five particular characteristics. These may be described as (1) entrepreneurial luxury, (2) technology transfer, (3) multi-channel, digitally advanced, (4) casual luxury, and (5) product specialization and accessible luxury. Each of these is discussed in detail.