"The two countries share a centuries-old trade history and, over the years, South Africans have developed a positive view of products that are made in Britain, be they million rand motor cars or cotton T-shirts. However, demand across the board has really taken off recently, which is excellent news for UK exporters."
South African consumers have long held an affinity to the Union Jack and it seems consumers are willing to pay extra when they see British branded products. According to research commissioned by Barclays Corporate Banking, products sold abroad that carried a 'Made in Britain' label commanded a considerably higher premium over products with no declared country of origin and people's inclination to buy increased when they saw the Union Jack on a product, particularly those consumers in new and emerging markets.
"Given South Africa's vibrant emerging market and considerable consumer spending, it's really no surprise that 'Brand Britain' is on the rise here," Dawson said.
DHL Express South Africa MD, Hennie Heymans, echoed Dawson's views saying the label 'Made in UK' sets a benchmark of style and quality. "We've seen the effects of the explosive growth in the e-commerce arena, particularly the fashion industry. In order to maximise the opportunities offered to fashion retailers, suppliers need to know how to service markets with a supply chain that is agile enough to respond quickly to sudden or unexpected changes, flexible enough to customise products and efficient enough to protect margins."
Another British export on the up in South Africa is Jaguar. The iconic brand continues to attract more new customers and public acclaim to its exciting model line-up. The company's recently introduced F-Type sports car is the best-selling car in its segment, epitomising its emotional appeal. "With an expanding model line-up destined for South African shores next year, including our new XE sports sedan, sales are expected to exceed all previous levels, as the brand becomes increasingly relevant and desirable," said Richard Gouverneur, MD of Jaguar Land Rover, South Africa and sub-Sahara Africa.
John Cridland, director general of UK business lobbying organisation, CBI, remarked that the British flag was a symbol of trust in business and helped to open doors for British firms in trade markets across the globe. With the UK government committed to an ambitious target of doubling Britain's annual exports to one trillion pounds and increasing the number of exporters by 100,000 by 2020, Dawson says there is no better time for UK exporters to grow their markets.
"Perhaps that quintessential British mantra of 'Keep calm and carry on' should change to 'Keep calm and carry on buying British'," he said.
