Cath Kidston is a lifestyle brand known for its vintage and floral designs. It aims to create affordable, high-quality products for women of all ages. While Cath Kidston sees itself as leading the vintage trend globally, the document's authors argue the brand adds little value and would not succeed without its reliance on repetitive floral patterns on everyday items. They suggest "Cath Kidston cakes" to emphasize the brand needs floral elements just as cakes need flour.