Not long ago, Joanna Seddon, a marketing executive, lost a button on her Louis Féraud suit and looked for a store in New York or London at which to get it replaced.
Ms Seddon, an executive vice-president of Millward Brown, was out of luck: the late French designer's New York store on Madison Avenue had closed. She had to turn to China, where Féraud has 11 outlets. A brand made popular in the US in the 1980s by the soap operas Dallas and Dynasty had gone east.
The realigning of Louis Féraud from the US to China is an unusual story but it is becoming more common. As it does, our postwar assumption that the US is the place where most global consumer brands get launched before being spread around the world is being undermined.
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