British brands are back in vogue despite gloomy economic outlook

The economic outlook may be gloomy but a bright spot is the re-emergence of Britishness as a successful business formula.

Epitomising the return of Cool Britannia were the Lionesses, with the England football team in Marks & Spencer tailoring, draped with national flags on their victory bus.

Florals are one quintessential strain of Britishness seen in Laura Ashley’s womenswear, its furniture and homeware. It was acquired this year by US firm Marquee Brands, whose portfolio includes the Martha Stewart lifestyle business.

Poppy Marshall-Lawton, who is leading Laura Ashley’s revival, said: ‘British brands that dial into and stay true to their roots cut through the noise. The global appetite is very strong and, if you can lean into this unique identity, you can really connect with a new generation of customers.’

 Successful business formula: Florals are one quintessential strain of Britishness seen in Laura Ashley’s womenswear (pictured)

Another beneficiary is Burberry. Shares in the brand are up almost 60 per cent over the past three months.

Its turnaround is focused on iconic products such as trench coats – and bucket hats. These are back in vogue thanks to Oasis, whose concerts have reignited the popularity of this Cool Britannia streetwear accessory.

Steve Fine, head of stockbroker Peel Hunt, said UK firms were seen as bargains by US investors because ‘our domestic self-esteem is quite low’. He called for Britons to ‘gain confidence, the political situation notwithstanding’.