FOREIGN TRADE: What’s in a Name?

As part of Britain’s belt-tightening, she has frowned on imports of luxury goods. Last week, after six years, Britain coyly smiled again at U.S. exporters. The British Government agreed to allow American manufacturers to export semi-luxury products to the United Kingdom up to 20% of the value of their average annual 1936-38 shipments, in some 38 specified categories. (Canada was already operating under a similar plan.) By mid-August, Britons should have token shipments of artificial silks, costume jewelry, paint, etc. Chief reason for the token shipments is not to please Britons but to please U.S. exporters. They complain that Britons are forgetting brand names and trademarks on which millions in advertising were spent. Now Britons will get just enough to make them remember, not too much to cost Britain dollar exchange she cannot afford.