Page 2 - TD19_eCase Study_Ben Sherman
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OVERVIEW




        Ben Sherman not only created British clothing history with his revolutionary Ben Sherman shirt, but
        he created a way of thinking that has helped shape the stand-out global brand today. His passion for
        original thinking and rejecting the normal and mundane opened the way for clothing styles to be seen
        as a key indicator of a wearer’s beliefs and an outward symbol of belonging to a distinct sub-culture
        or movement. Today, Ben Sherman is a hugely successful international clothing company with strong
        British roots, retailing its distinctive brand of shirts, sweaters, suits, outerwear, shoes, and accessories to
        men who want to make a statement around the world.
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