Natural benefits

摘要

British Wool is continuing to thrive in a consumer market that defines origin as a valuable marketing asset to products. Young brands that have emerged from the UK regions and built up an identity online like to create a strong story around their product, enabling them to connect with their consumer remotely. These brands - such as Toast - have established a footprint that imparts the back story of the fibre and the maker, positioning this collateral as significant matters of choice for their consumer. This concept of artisan substance and style is clearly impacting, as it is now followed by high street names such as John Lewis, with its interiors Croft Collection. Whilst evidently more mainstream, it is clearly an attempt to respond to the consumer seeking authenticity. Furniture brand Heal's is also acting on a market shift that suggests a 'less is more' approach to consumerism, but a serious expectation of 'more' from the products bought.