A couple of weeks ago, The Guardian reported that demand for Burberry goods in China has increased, beating analysts’ predictions. The unexpected sales surge was apparently due to ‘an improvement in wider consumer sentiment.’ I suspect this is a verbose way of saying that Burberry has benfitted from a recent resurgence in interest for ‘Brand GB’, perhaps due to LC:M. As the British Fashion Council’s Value of Fashion Report stressed, ‘The value and reputation of classic British heritage looks and quality – “i.e. style anglais” – should not be underestimated.’

D. Milmo, ‘Entrenched: China loves Burberry,’ The Guardian (Wednesday, 16 January, 2013), 19.