Exporting Britishness: How Cath Kidston maintains brand consistency around the world

This event report discusses how Cath Kidston, the British retailer, retains certain British traits as part of its identity, capitalising on moments of international interest in the brand's country of origin.

Exporting Britishness: How Cath Kidston maintains brand consistency around the world

Emily Barley

"Britishness is part of our brand DNA," Sue Chidler, marketing director at Cath Kidston, told the audience assembled at the Festival of Marketing, held in London in October 2016. It's cheerful, nostalgic, surprising and fun: "We add a big dollop of a British sense of irony ... something quite specific to the British."

Harnessing Britishness has proved a successful strategy for Cath Kidston, which comes from humble beginnings. The company's namesake founder started by upcycling second hand furniture and making textile products at home before attracting press...

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