Booing at Beckham: why Brit brands find it tough to crack America
Many British brands have tried to crack America, and many have come home licking their wounds.
In The Times today Luke Leitch examines the brutal truth about trying to succeed in America, and his piece contains a short interview with me about Beckham’s recent mawling by LA Galaxy fans and why other brands like Tesco’s Fresh & Easy have struggled to gain the trust and support of American shoppers. You can read the article at The Times Online here.
