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Survey Shows British Cultural Icons Help Sell UK Luxury Brands in Emerging Markets

New research has found that cultural icons like David Beckham and the Royal family help the UK’s luxury brands outperform its global rivals in emerging markets. A survey found that Chinese consumers in Shanghai, Beijing, and those who travel to the UK to shop, use “Britishness” as the reason why they buy certain brands.

The study also showed that Britian’s cultural capital represented unique qualities that American, French, and Italian, for example, products lacked. TV programs and movies like Sherlock and The Harry Potter movies also influenced Chinese perception.

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