Sarah Scott, managing director of Smythson, the upmarket stationer, has had to think long and hard about what it takes to succeed in America and she takes it very seriously indeed. Many British firms are quite patronising about the US, she says. They think that were so much more sophisticated than the Americans. They obviously havent noticed Ralph Lauren, an American who has been much more skilled at tapping into an idealised Englishness than any English company. Also, many companies dont bother to study the market properly and think that because somethings successful in the UK, its bound to be successful over there.You have to look at what you can bring them that they havent already got. On the whole, American companies are brilliant at the mass, middle market and people whove tried to take them on at this level have found it very difficult.
This time round it is just possible that changing tastes are running in Britains favour. The enthusiasm for massive, centralised retail chains has decreased.People want things with some sort of individuality; they are fed up with the banal, middle-of-the-road taste that America does so well.They are now looking for the small, the precious, the real thing, and this is precisely what many of the companies participating in the initiative do best.
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