One of the most effective ways to test the power of a Great British brand is to ask whether their existence makes you appreciate Britain that little bit more. For lifestyle brand Cath Kidston, for me, that answer is simple. Yes.
Since opening in 1993 selling up-cycled home furnishings and modern vintage prints to the ‘yummy-mummy’ clans of Holland Park, Cath Kidston has continually extended her portfolio of beautifully designed prints. She is inspired by her countryside upbringing, and the wondrous assets of British culture, including Beefeaters, gnomes and, of course, the nostalgic vintage florals which act as her trade mark.
Cath Kidston prints are seasonal, and often emotive due to their soft pastels tones combined with high contrast designs. They symbolise the dual beauty and eccentricity of the Britain that we all know and love. However, what is it that has made Cath Kidston so popular with over 100 stores worldwide, even reaching Asia? Naturally you can never be sure, but below are a few choice observations that may provide an idea.
Effective store locations
Whether through coincidence, or a very clever plan, Cath Kidston is often located tucked away on a quieter side street or pathway, away from the busiest high streets. This works well with the calming and gentile aesthetic of the brand; it also works in the sense that Cath Kidston is not mainstream, and likewise doesn’t have a universal appeal. This is highlighted by Cath Kidston herself who describes the brand as “a bit like Marmite” in an interview with the Guardian.
Collaborations
Thus far, Cath Kidston has only collaborated with fellow British brands, an observation which seeks to reinforce her own brand identity as one of the pioneers of British culture. She has collaborated with Tesco to design a carrier bag that raised money for Marie Curie cancer trust, with Millets to develop a range of tents featuring the classic Cath Kidston florals prints, and most recently with Gola.
An option for all
Cath Kidston has a one-size-fits-all appropriation when it comes to prints; each season a new design will not be limited to a particular range, but can be found rolled out across the entire product range. This inevitability means that there is something there for everyone, and if you’re anything like me, when you happen to see a mug and a tea towel in the same print, it’s likely you’ll want both. To complete the set, naturally.
Lifestyle Add-on’s
In addition to the range of products offered within the stores, Cath Kidston also provides consumers with in-store craft sessions. These provide a fantastic incentive for people to interact with the fabrics on a more personal level, with the option of developing their skills further through DIY kits and sewing books that encourage further creativity at home. More importantly, these additional features work together to create a strong and consistent flow of social media content, with consumers being able to ‘like’ and share their creations with the brand.
So after reviewing what has made Cath Kidston so successful, one thing’s for sure – she will continue moving from strength to strength, and as a supporter of the Great British brand, I say: hats off to her.
