Introduction: The Evolving Role of Authenticity in Modern Branding
The concept of “authenticity” has become one of the most powerful drivers of consumer behavior in today’s UK retail landscape. With the rise of social media, hyper-informed consumers, and an increasingly competitive marketplace, brands can no longer rely solely on heritage or aesthetics to capture attention. Instead, shoppers now demand honest storytelling, ethical practices, and meaningful connections.
For both UK luxury brands like Burberry, Mulberry, and Alexander McQueen, and high street retailers like Marks & Spencer, Primark, and John Lewis, authenticity has become a cornerstone of survival and growth. However, the meaning of authenticity has shifted. It’s no longer just about heritage or craftsmanship—it’s about aligning with consumer values, embracing sustainability, and fostering cultural relevance while maintaining transparency.
This article explores what authenticity means today, how British brands are navigating these challenges, and what lessons can be drawn from recent case studies and examples.
The Changing Definition of Authenticity
Historically, authenticity was synonymous with heritage and craftsmanship. A brand like Burberry, founded in 1856, was considered authentic simply because of its long-standing tradition and association with British fashion. Similarly, high street stores like Marks & Spencer were trusted for their quality and reliability.
But in 2025, consumers—especially Gen Z and millennials—expect more. According to Deloitte’s 2024 Consumer Trends Report, 72% of shoppers in the UK say they are more likely to buy from a brand they consider “authentic.” However, their definition of authenticity includes:
- Transparency – Clear communication about sourcing, sustainability, and production.
- Purpose-driven storytelling – A brand narrative that resonates with social or environmental causes.
- Consistency across channels – A seamless alignment between what brands say and what they do.
- Cultural sensitivity and inclusivity – Reflecting diverse voices and experiences.
- Honoring heritage while staying relevant – Balancing legacy with innovation.
This shift has been accelerated by social media, where consumers quickly call out brands that misstep or appear insincere.
Luxury Brands: Balancing Heritage and Modern Relevance
Luxury brands face the unique challenge of preserving their legacy while staying relevant to younger audiences. For UK luxury labels, authenticity comes from blending heritage craftsmanship with modern storytelling.
Case Study: Burberry’s Revival Under Daniel Lee
Burberry, a quintessential British luxury house, faced challenges in the late 2010s as it struggled with overexposure and counterfeit issues. Its iconic trench coat became so ubiquitous that it risked losing its luxury appeal.
When Daniel Lee took over as creative director in 2023, the brand redefined authenticity by:
- Re-emphasizing craftsmanship: Promoting its heritage through campaigns featuring British artisans.
- Sustainable luxury: Introducing recycled materials and circular fashion initiatives like repair services.
- Digital innovation with heritage: Using augmented reality to let customers virtually try on trench coats while emphasizing their historical significance.
- Localized storytelling: Celebrating British culture through collaborations with UK-based musicians and filmmakers.
The results were striking. By 2024, Burberry’s revenues rose by 15%, driven largely by younger shoppers who were drawn to the brand’s renewed sense of purpose.
High Street Brands: Building Trust Through Value and Purpose
High street retailers face different authenticity challenges. For them, the issue is often about rebuilding trust after decades of fast fashion criticism and consumer skepticism about quality.
Case Study: Marks & Spencer’s “This is M&S” Campaign
Marks & Spencer (M&S), a staple of the British high street, has long been associated with quality and value. However, in the early 2020s, the brand struggled with relevance among younger shoppers.
To modernize its image, M&S launched the “This is M&S” campaign, focusing on:
- Local sourcing transparency: Highlighting partnerships with British farmers and producers.
- Diversity in marketing: Featuring real customers and employees in advertising to reflect modern Britain.
- Sustainability promises: A commitment to becoming a fully net-zero business by 2040.
- Digital-first engagement: Leveraging TikTok and Instagram for behind-the-scenes storytelling, such as showing how a popular ready meal is created.
The authenticity of this campaign resonated deeply. During the 2023 Christmas season, M&S achieved its highest holiday sales in over a decade, with online sales surging by 22%.
The Role of Social Media in Defining Authenticity
Social platforms like TikTok, Instagram, and Threads have amplified the importance of authenticity. Brands can no longer hide behind glossy, curated campaigns. Instead, consumers expect real-time engagement and transparency.
For UK brands, this often means:
- Behind-the-scenes content: Burberry showcasing its artisans at work or M&S revealing its bakery process.
- Responding to cultural moments: Primark quickly adapting to TikTok trends with limited-edition drops.
- Influencer partnerships with credibility: Working with creators who genuinely use the products, rather than celebrity endorsements.
Example:
In 2024, Primark went viral on TikTok after releasing a line of “Barbie”-themed apparel during the film’s global hype. The campaign worked because it felt organic—customers shared their excitement in user-generated content, creating authentic buzz.
Sustainability as a Core Authenticity Driver
Modern UK consumers, especially Gen Z, closely link sustainability with authenticity. Brands that fail to address environmental concerns risk being labeled as “greenwashers.”
Case Study: Stella McCartney’s Pioneering Role
Luxury designer Stella McCartney has built her entire brand identity on sustainable fashion. By using plant-based leather alternatives and transparent supply chains, she has become a leader in eco-conscious luxury.
In 2024, McCartney launched the Bio-Leather Bag, made entirely from lab-grown materials. The product wasn’t just a technical innovation—it was a storytelling triumph. The marketing campaign included videos explaining the science behind the product and interviews with the scientists who developed it.
Sales exceeded expectations, and the product attracted significant press coverage, reinforcing McCartney’s position as a truly authentic voice in sustainable luxury.
Challenges and Pitfalls: When Authenticity Fails
While many UK brands have successfully embraced authenticity, others have stumbled.
Case Study: Boohoo and the Greenwashing Backlash
Fast-fashion giant Boohoo launched a “sustainable collection” in 2023, claiming that its new line was eco-friendly. However, investigative journalists revealed that the products were still mass-produced under poor labor conditions.
The backlash was immediate:
- Consumer trust plummeted, with social media campaigns calling for boycotts.
- UK regulators began investigating the company for misleading advertising.
- Influencers who had promoted the line publicly distanced themselves from Boohoo.
This case illustrates how performative authenticity—where brands make claims without substantial action—can backfire dramatically.
Blending Digital and Physical Experiences
For authenticity to resonate, brands must create seamless experiences that connect online storytelling with physical retail spaces.
Example: Mulberry’s Flagship Store Experience
Mulberry redesigned its London flagship store to reflect its sustainability commitments. Customers can:
- Watch videos about the sourcing of their leather goods.
- Bring old bags in for repair, reinforcing the brand’s circular economy ethos.
- Attend workshops on sustainable fashion practices.
By merging transparency with physical touchpoints, Mulberry creates a deeply authentic brand experience that goes beyond transactions.
Generational Differences in Authenticity Perceptions
Authenticity means different things to different generations:
- Baby Boomers & Gen X: Value heritage and quality craftsmanship. They see brands like Barbour or Liberty London as authentic because of their longevity.
- Millennials: Focus on ethical practices, such as fair trade and sustainability.
- Gen Z: Demand radical transparency and cultural relevance, often valuing brands that take bold stances on social issues.
Insight:
For UK brands, the challenge is appealing to all these groups simultaneously. Marks & Spencer, for example, uses heritage-driven messaging for older customers while leveraging TikTok for Gen Z engagement.
Lessons for UK Brands
From these examples, several key lessons emerge:
- Heritage is not enough – Legacy brands must adapt their storytelling for modern audiences.
- Actions speak louder than words – Sustainability and inclusivity must be backed by tangible changes.
- Digital storytelling is non-negotiable – Social media is now the primary platform for building trust.
- Be prepared for scrutiny – In the age of cancel culture, transparency is essential to avoid backlash.
- Create community, not just consumers – Authenticity thrives when brands foster genuine relationships.
— Case studies, comments and examples
Authenticity is no longer a tidy marketing phrase you tack onto a campaign. For UK luxury houses and high-street stalwarts alike, it’s a live test: “Do you actually do what you say?” Today authenticity sits where product, provenance, behaviour and public facing storytelling meet — and consumers judge every junction. Below I unpack what authenticity looks like in 2025, illustrated with concrete case studies, expert-style commentary and practical examples from both luxury and high-street Britain.
1) Authenticity in 2025: the four pillars
Modern authenticity tends to rest on four interlocking pillars:
- Provenance & craft. Evidence of where something comes from and who made it — traceable supply chains, artisans on camera, factory tours. (Luxury brands lean heavily here.) (Burberry Plc Corporate)
- Transparency & proof. Clear, verifiable claims about materials, labour standards and emissions — not vague phrases. Regulators now expect specificity. (GOV.UK)
- Purpose & behaviour. Real actions (repair services, circular programmes, living wages), not just aspirational statements. Consumers spot performative gestures quickly. (mulberry.com)
- Cultural relevance & storytelling. Content that resonates today — behind-the-scenes, creator collaborations, and honest narratives that link heritage to contemporary values. (Yahoo Finance)
If a brand is strong on all four, it’s perceived as authentic. If one pillar is hollow — for example great storytelling but no proof of sustainability — authenticity collapses into scepticism.
2) Case study — Burberry: heritage + re-anchoring
Burberry is a useful study in balancing legacy with relevance. Post-heritage overexposure, the brand under new creative direction has doubled down on British craft and place-based storytelling while layering in modern design and sustainability cues (campaigns and collections that foreground artisans, local craft and functional design). That approach signals: heritage, reinterpreted for now. The messaging is visible on official channels and runway storytelling. (Burberry Plc Corporate)
Takeaway: For legacy luxury, authenticity is not about freezing the past — it’s about reframing heritage as a living practice (artisan skills, provenance, regional narratives) and proving it with tangible initiatives.
3) Case study — M&S: high-street authenticity through long game sustainability
Marks & Spencer has leaned into a longevity play: explicit sustainability targets (net-zero across the value chain by 2040) and its long-running Plan A programme. M&S combines recognizable product pedigree (food and clothing staples) with public, measurable commitments and ongoing reporting — the sort of “paper trail” that helps persuade shoppers that claims are real. Their investor/ESG reporting and sustainability pages demonstrate the kind of documentation consumers (and regulators) now expect. (Marks & Spencer)
Takeaway: For high-street trust, authenticity often comes from consistent public commitments plus visible product stories (e.g., “this pork is British and from farm X”) — not clever one-offs.
4) Case study — Stella McCartney & material innovation (the limits of tech optimism)
Stella McCartney is widely cited as a bona fide sustainable luxury voice — her collections emphasize responsible materials and full transparency. However, even leading experiments face real-world limits: some high-profile bio-leather ventures (e.g., Mylo by Bolt Threads, used by several brands) have encountered commercial headwinds and production halts, showing that innovation-led authenticity must be paired with industrial scale and supply reliability. The lesson: ambition plus accountable updates beats overstated future promises. (Stella McCartney)
Takeaway: Pioneering materials support authenticity — but only if the supply and claims survive scrutiny and reality checks.
5) Case study — Boohoo & the greenwashing lesson
When brands make broad “green” claims without clear substantiation, regulators and consumers push back. The UK Competition & Markets Authority (CMA) has investigated fast-fashion players and secured undertakings that require clearer, evidence-based green claims. Boohoo/fast-fashion controversies demonstrate that vague environmental marketing can quickly become a reputational liability and regulatory issue. Authenticity now needs verifiable language (percent recycled, certified standard, specific supplier names) — not empty adjectives. (GOV.UK)
Takeaway: Make precise claims or be prepared for enforcement and consumer distrust.
6) Case study — Mulberry & circularity as lived practice
Mulberry’s “Made to Last” and repair-centric services are a good example of turning authenticity into customer experiences: lifetime repair centres, B-Corp commitments and visible craft practices show how a heritage brand can operationalise circularity. These are tangible, repeatable services — exactly the behaviours shoppers reward. (mulberry.com)
Takeaway: Service-led authenticity (repairs, lifetime guarantees) often outperforms single-product PR stunts.
7) High-impact examples from social culture
- Primark’s viral TikTok hits show how a discount retailer can feel culturally authentic when product, price and social buzz align — user-generated content creates credibility instantaneously. Viral success tends to be more authentic when it’s customer-driven rather than brand-scripted. (The Sun)
- Conversely, influencer campaigns that feel bought and opaque (promote “eco” items without backing) erode authenticity quickly.
8) Comments (industry perspective)
- Analyst view: Regulators (like the CMA) and NGOs will continue to push brands toward measurable claims; brands that map supply chains and publish verifiable KPIs will have the edge. (Reuters)
- Retail strategist: Authenticity is now multi-channel: a brand must show consistent evidence in stores, on packaging, in long-form reports and in short social posts. Consumers triangulate — if the pieces don’t line up, suspicion wins.
- Creative director: Heritage is a storytelling asset, but in isolation it’s brittle. Layer heritage with demonstrable impact — a craftsman’s signature, a traceable farm or a repair ticket number — and the brand feels real.
9) Practical checklist for brands chasing authenticity
If you’re a brand leader, here’s a pragmatic checklist that translates theory into action:
- Publish verifiable claims. Percentages, certification numbers, supplier names. No vague “eco” labels. (GOV.UK)
- Show the maker. Videos or short docs with artisans, factory tours or recipe origins. (Luxury and food brands do this well.) (Burberry Plc Corporate)
- Operationalise circularity. Repair programmes, take-back, and clear lifetime services (Mulberry is a model). (mulberry.com)
- Be honest about failure. If a material experiment stalls (as with some bio-leathers), explain why and show the plan forward. Consumers respect honesty. (Vogue Business)
- Align comms & product. Your TikToks, store displays and sustainability reports must tell the same story.
- Prepare for scrutiny. Expect regulators and activist journalists to test your claims — have documentation ready.
10) Risks & common pitfalls
- Performative gestures. Small charity donations or single “sustainable” capsule collections are easily flagged as PR.
- Overclaiming innovation. Hyped tech that can’t be scaled invites backlash when the supply chain fails. (Vogue Business)
- Channel mismatch. A luxury house that tells artisan stories but sells anonymously through discount marketplaces will confuse shoppers.
11) Final examples that illustrate the spectrum
- Authenticity that works: Mulberry’s repair services + B-Corp positioning (operational, demonstrable). (mulberry.com)
- Authenticity under construction: Burberry — heritage recontextualised for modern audiences; still judged on performance and transparency. (Burberry Plc Corporate)
- Authenticity challenged: Fast-fashion players under CMA scrutiny for vague green claims — proof is now mandatory. (GOV.UK)
Conclusion — authenticity is earned, not assumed
In today’s UK market, authenticity is an operational discipline as much as a creative one. It’s the alignment of what you make, how you make it, what you charge, who you employ, how you fix it — and whether you can prove it. Brands that treat authenticity as an annual campaign will lose; those that bake it into product development, reporting and customer service will earn long-term loyalty.