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High street brands cannot rely on history and familiarity to survive — new research

By Kokho Jason Sit, Senior Lecturer in Marketing, University of Portsmouth

At a precarious time for the high street, a sense of brand heritage might be considered a great strength. The theory is that well known stores are able to boast – and attract customers with – a proud history of originality and quality.

In reality though, heritage appears to have become something of a blind spot for some retailers. Last year Debenhams (aged 243), Jaeger (aged 137) and Laura…

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