British retailers are banking on a love of
all things English to expand their business in the world’s biggest apparel
market.
Leading the British invasion are online
specialist Asos
Plc, fashion chain TopShop, catalog retailer Boden, youth- focused Jack
Wills Ltd., and SuperGroup Plc’s Superdry stores. Their strategies vary
-- some trade on British cool, others emphasize local knowhow -- yet all focus
on what they do best rather than buying an existing imprint or starting an
entirely new brand that Americans have never heard of.
