Above is an image from our my brand handbook for the Strategic Fashion Communications module. The brand was built around the values of Britishness, quality and and affordability and I am extremely proud of the end result. In the early stages of our planning process, myself and my group members were chatting with Stephen in a tutorial when he mentioned that there was something really interesting about the idea of producing a brand which emphasised its British heritage in the Brexit era. Since completing this assignment and submitting it, I have been inspired to do some further research into British brands and their position in the market as Britain proceeds to exit the EU.
The Guardian claims with a bold headline "Brexit is a disaster for fashion" with the tagline "Fashion is all about perception – and in the eyes of the world, Britain is now a silly little country that cut off its nose to spite everyone’s face". While this article was written in October 2016, its message definitely does still bear a lot of relevance six months on as foreign media seems to have latched onto a defensive attack - totally understandably perhaps, with threats and headlines flying around worldwide that Brexit could affect the remaining EU state members just as much as it will affect Britain itself. The Guardian article begins by noting that since the referendum vote, tourists are spending more on luxury goods due to the fallen rate in the pound. So on this hand, Brexit has brought about a surge in consumers willing to spend more and this could definitely support British luxury designer brands like Burberry and Barbour. The world's idea of Britain will continue to change in the coming years, and perhaps, given its increased security and heightened exclusivity post-Brexit, consumers will be encouraged to buy into its rejuvenated feeling of opaque luxury.
The rest of the article isn't quite so complimentary however, making very fair points that Britain's fashion industry has been shaped by fashion creatives from all over the world. While our fashion schools are some of the best on the planet, Brexit will make it harder for students to come from abroad on a long-term basis no matter the exact policy. The threat that British fashion could lose its creative edge is quite daunting to me. London as a fashion capital holds a really magical, fantastical appeal for myself and millennials. I wonder whether the pull of the city will be lost as its reputation as a fashion hub is tainted?
Having constructed the personality of the Fauna brand within my group, I have a really concise knowledge of its values, its formality and its relationship with consumers which are all encompassed by the quintessential Britishness that it prides itself on. The second article I read as part of my research into the topic summaries to concept of 'British' really effectively, the journalist saying "for consumers buying into UK brands, there is a perception of creativity, innovation, quality, history and luxury. But it’s not just about the perceived product values, when people buy into British product, it is a reflection on how they feel towards the country." This perception of Britain from the outside world will absolutely continue to evolve as Brexit agreements take place. I recognised the shift in perception myself from a firsthand perspective as I visited Berlin last July - just a few weeks after the referendum - to a barrage of jokes and borderline insults from middle-aged men who picked up on my accent! In terms of my own perception of the 'British' appeal, I also think there has been a kind of associated consistency to the nation for so many generations; the royal family lineage and succession, the industry, the government systems... Now as a nation we face a great deal of change. The death of a queen who has reigned for the lifetime of a great proportion of the country's citizens, our isolation from the EU, terror in the streets and political uncertainty definitely have the potential to alienate the concept of 'Britain' to the outside world.
None of the articles I have read about Brexit can give a certain answer to the future of fashion post-EU, which makes the content of the features very hypothetical and biased to the political leanings of the journalists. While it remains to be seen what performance in foreign markets will be like, I remain convinced that brands like Fauna, with a proud British heritage - such as Burberry, Mulberry or Barbour - will thrive within the UK market. Despite increased manufacturing costs, the idea of buying clothing labelled proudly with the mark of "MADE IN BRITAIN" hasn't lost its appeal in my opinion. While tensions are high and emotions are fraught as we face quite an unknown path to Brexit, I still believe that culturally, British patriotism can become are more positively embraced concept within fashion and as a whole.
- Freeman, H. (2016, October 17). Brexit is a disaster for fashion. The Guardian.Retrieved from https://www.theguardian.com/fashion/2016/oct/17/disaster-british-fashion-industry
- Marian, P. (2016, July 1). What now for “Brand Britain”? How Brexit may affect the British fashion industry. WGSN. Retrieved from https://www.wgsn.com/blogs/brand-britain-how-brexit-may-affect-the-british-fashion-industry/#
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