Wigley, Stephen M. (2011) Brand Britannia: 'Britishness' in Fashion Branding. In: Research Festival School of Art, Design and Architecture 2011, March 2011, University of Huddersfield, UK.
Abstract

Made in Britain?
Identify what defines ‘Britishness’ in context of fashion marketing.

Cool Britannia?
Discern applications within branding and promotion.

Fad or Fashion?
Contemporary relevance & sustainability.

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