This British company was established in 1851. Known for its line of rainwear, Aquascutum also manufactures men's suits and sportswear. In 1992, the company broadened its look and incorporated more trendy items. This revamping trend in companies long respected for their traditional look became prevalent in the 1990s. Marketers saw the opportunity to take advantage of names identified with longevity and quality but not necessarily with the latest trends: Auqascutum was one of them, Burberry was another.

Historical Dictionary of the Fashion Industry. .

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