Fashion Brands in the UK: How Old Clothing Labels have adapted to Fashion Changes

British fashion businesses are widely recognised for their distinguished heritage and unique aesthetic. Over time, these brands have transformed in response to technological shifts, society and culture. 

UK fashion brands provide an extensive collection of designs to accommodate a variety of preferences, spanning from high-end prestige labels to street fashion. Learn more about the progression of fashion brands in the United Kingdom, rebranding tactics, and sustainability.

Industry Experience

Prominent British fashion labels such as Burberry and Aquascutum debuted in the 1850s and have significantly influenced the fashion landscape of the United Kingdom. Burberry is recognised for its classic trench coat and Aquascutum is known for its rainwear.

Next Plc is another example of a clothing brand that has remained relevant due to years of industry experience. The multinational clothing company was established in 1864 and has over 700 stores worldwide. This has helped them build consumer loyalty and trust since they've stood the test of time. Industry experience also plays a part in other industries, of which a prominent one is the online casino industry where users prefer to play at casinos with good historical records. For instance, 888Casino, which has existed for up to 20 years, is rated highly at different 888Casino review sites. This is due to the built-up trust over the years and its strong partnership with other industry giants. 

Combination of Past and Present Trends

Over the decades, the development of British fashion has undergone substantial transformations. After World War I, flapper dresses emerged and had reduced waistlines and fancy decorations. In the 1930s and 1940s, fashion was a mix of glitz and function due to the rise of utility clothes during the war. The postwar period, specifically the 1960s and 1970s, underwent a profound transformation as youth culture impacted the fashion industry. 

During the 1970s, punk fashion gained prominence due to its bold and edgy aesthetic, which stood in striking contrast to the traditional designs that had dominated previous decades. This era substantially impacted modern fashion by establishing a more casual and expressive approach to style. These old styles still affect fashion, with several brands merging old and new trends to suit current tastes. By combining past and present, British fashion firms maintain their leading position in the worldwide fashion sector. 

Emphasis on Branding 

UK fashion designers have changed their standard styles to meet customer tastes and market trends. For example, Burberry has updated its famous trench coat by adding modern details like uneven hemlines and collars that are too big on the shoulders. However, the brand has kept its signature check pattern. By attracting a younger demographic and ensuring the brand's continued success, these modifications have assisted in maintaining its validity.

In addition, partnerships with modern designers and artists have been instrumental in reviving brand identities. In 2001, Burberry collaborated with Vivienne Westwood to produce an edition that reinterpreted the brand's classic designs. These partnerships help the brand attract a wider audience.

Adopting Ethical and Sustainable Changes

Numerous fashion labels in the United Kingdom have implemented ethical manufacturing practices and eco-friendly materials, including recycled polyester and fair trade, to reduce their ecological footprint and satisfy the rising consumer desire for sustainable fashion.

As part of the Ellen MacArthur Foundation's Circular Fashion System Commitment and other efforts, the UK fashion business has also worked to reduce waste and encourage circularity. The objective is to ensure the ability to recycle all garments once they have reached the end of their useful existence and to promote the use of recycled materials in apparel.