Pursuits
British Chic Tested as Asos to TopShop Seek U.S. Growth: Retail
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On the heels of Downton Abbey’s success on American television, 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.