'Cool Britannia' boosts exports

Britain's confident new image is helping exporters feel bullish

The drive to modernise the image of goods abroad is proving a success, a survey of 1,000 exporters has revealed.

"Cool Britannia" movies, music and fashion are all making products more desirable overseas, according to transportation and shipping business DHL which quizzed more than 50% of the UK's exporters.

The Full Monty - one of Britain's most successful exports

Films took most of the credit, with 60% of exporters saying box office hits like The Full Monty had played the largest role in improving the UK's image overseas.

The impact and phenomenal success of such films is making a positive difference to doing business abroad, especially in the former Soviet Union.

British fashion is also seen as having a positive effect on business, 53% of exporters said. Figures like Vivienne Westwood and Alexander McQueen are helping those looking to boost business in Japan.

And the booming "Britpop" music scene was praised by 51% of exporters, who feel it helps them to stay in tune with foreign markets.

"Britain's success in fashion, film and music has given the country a sharp image of quality and innovation which, in turn, helps manufactured exports generally," said Roman Eisenstein, chairman of exporting business Flexal Springs.

DHL commercial director Glyn Jones added: "I should think UK exporters feeling the unrelenting pressure of the strong pound are very grateful for this indirect marketing of UK plc."