Aquascutum goes into administration – where did the British heritage brand go wrong?

By Elisabeth Edvardsen on April 18th, 2012 0 comments yet. Be the First

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The British fashion industry lost one of its legacy labels yesterday, as it was announced that British heritage brand Aquascutum had gone into administration. The fashion label, known for its trench coats, saw losses of £24 million in the previous year, and was unable to turnaround its ill health.

Founded in 1851, Aquascutum’s clothes have been worn by Winston Churchill, Margaret Thatcher, Humphrey Bogart, and the Queen Mother.

But why did Aquascutum fail? Unlike its main heritage and trench coat rival Burberry, Aquascutum stuck to the legacy image for a bit too long before attempting to appeal to the new generation of shoppers, by which it was too late. Burberry on the other hand has reinvented itself from chav-tastic fashion to a cult label coveted by young British starlets, and not to mention extremely successful social media integration (mostly due to chief creative Christopher Bailey).

So while Aquascutum dressed the likes of Camilla, Duchess of Cornwall, Burberry was given the royal sign of approval by Kate, future Queen of Britain and the new darling of the fashion industry.

Aquascutum Autumn and Winter 1953

Picture 2 of 6
Picture 2 of 6

The rain came down and obliged model Joanna Riley when she displayed this proofed shot cotton gaberdine raincoat at a representation of Aquascutum Autumn and Winter 1953 women's coats and fashion rainwear , held in west London .

Images: Press Association

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