Hat’s off to Winston …

Established in 1676, in London, Locke & Co. is the oldest hat shop in the world.

And they’ve been making hats for their discerning customers ever since.

Indeed, the Mad Hatter in Lewis Carroll’s Adventures of Alice in Wonderland was based on James Benning, the firm’s shop manager at the time.

Their list of clientele over the centuries is a Who’s Who of world leaders and the rich and famous so it’s no surprise to find Winston Churchill amongst them.

Famous for wearing Locke’s trademark Cambridge and Homburg hats he delighted in the fuss and attention showered upon him during his fittings.

Interestingly, a recent documentary scouring Locke & Co.’s fitting diaries discovered that the purchase of many of his hats coincided with low points during the war.

That’s right, good old Winston was doing nothing more than indulging himself in a little retail therapy to boost his spirits.

And who can blame him because we so often buy things based on want and not necessarily on need.

And there’s a world of difference.

Because we want something way before our brain has rationalised why we need it.

And by then it’s usually too late. Because it’s a done deal and we buy it anyway.

A thought worth bearing in mind as you start tapping away at your keyboard creating new copy for your Spring campaigns.

Whether it’s a flyer or a feather flag, a brochure or a banner, the principle is the same.

Until next time.

Alec