Despite the widely noted success of Schweppes, Yardley's and Beatles records, British exports to the large and lucrative U.S. consumer market are rarely worth the effort. One reason is that British manufacturers are unfamiliar with U.S. sizes and forget that its warmer climate generally calls for light er fabrics. Another is that they do not understand the quantities in which the U.S. buys. "When the U.S. wants fish hooks," an American buyer recently told a visiting British businessman, "she wants them in millions." To provide the millions—and to help their nation...
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