Much as I relish the creativity of many of their efforts, I feel that this trend tells a worrying story both about the faltering attempts of business to redefine its place in the world and about our own need to grasp at almost anything to create meaning in our lives. In my book, we could do with rather more powerful stories at Christmas time. Any ideas?
The 'Made in Britain' label, it seems, is making a comeback. Marks & Spencer has done it for the high street, Mary Portas has done it for knickers, and my maternity wear label Tiffany Rose has done it for the plethora of pregnant women out there looking for beautiful, flattering and well-made dresses.
Marks and Spencer is fast becoming - if not already become - the fashion industry's favourite whipping boy/girl. Watch the claws come out around its second Leading Ladies campaign, as columnists furiously tap away their thoughts about why it sucks, what it did wrong and what M&S needs to do to be successful. But seriously, it's getting a bit tiring.
It is the best of times, if you're John Lewis, it is the worst of times, if you're Marks & Spencer. These two titans of British retail are going through very different experiences. John Lewis continues to grow robustly whereas poor M&S, despite the strength of its food business, desperately needs to turnaround its declining, core clothing business.