Some brands become so synonymous with a single product that the wider brand heritage and values become lost in the mists of time, and are left behind in the pursuit to maximise the commercial potential of a unique market leadership.
The new Barbour concept store seeks to redress the misconception that Barbour is a brand that simply supplies the country folk of the world with its quality quilted jacket available in a variety of natural colours but fundamentally green and lined in its familiar check.
The environment is decidedly urban and industrial with the occasional nod towards the world of country sports and tack rooms. Whilst the ladies floor draws more from this familiar environment the mens ground floor evokes nearly a century of a brand born in a world of motorcycles, of speed pioneers, oil-heads and speed kings. Appropriate memorabilia is displayed against the raw brick walls reminiscent of a million gregarious garages home to mechanics and engine enthusiasts.
The assortment itself also shows a gender divide. Whilst the ladies wear moves considerably beyond the eponymous jacket it still maintains the country personality applied to tweeds, knitwear and accessories easily applied to enhance the traditional Barbour outfit, it is the mens collection that carrears with considerable speed but due care and commercial intention into the world of leather jackets, industrial denim and t-shirts adorned with petrol brands and scenes of vintage velocity.
Barbour is a brand with a point or two to prove and this carefully conceived celebration of its heritage goes along way down the heritage road to communicating its unique origins.
Is your brand heritage ready for a new road test?
Do you need to escape the commercial clutches of a single super-seller?
VM-unleashed has experience with a number of brands and retailers developing and displaying expanded assortments and helping to devise new selling environments.
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