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Drapers Awards 2016: Premium Brand of the Year

Sponsored by Torque

Barbour

WINNER Barbour

Staying close to its heritage roots, Barbour made significant changes this year with improved product ranges and internal developments that helped the fifth-generation-owned brand to leap forward. Its new strategy, rolled out with its spring and autumn 16 collections, achieved record-breaking sales.

Collaborations this year with key customers, such as the six exclusive, vintage-inspired Barbour jackets with Selfridges, have also had measurable returns. Non-outerwear categories are next on the list to focus on for growth, as Barbour shirt sales are up 20% year on year, and footwear 122%.

Internally, a revamped support team that includes dedicated account roles in ecommerce, marketing, digital and PR has created additional assistance for partners. The increase in this support has generated sales growth from John Lewis, House of Fraser and others. A new core stock programme allows customers faster replenishment of key items, and an app for the sales team, which gives them live stock information and order capabilities, brought an immediate increase in sales of 15% year on year.

FINALISTS

Diesel

Diesel

Diesel

A new retail concept, a reboot of the brand and updated distribution realigned Diesel with its competitors. Its Knightsbridge flagship opened at the end of Octobe. New stores also opened at Bullring Birmingham and Westfield Stratford City.

 

 

 

Joseph ribkoff

Joseph ribkoff

Joseph Ribkoff

Catering for women aged 35 and over, Montreal-based brand Joseph Ribkoff has been dressing the niche market for 57 years. Of its 280 stockists in the UK and Ireland, Hoopers Stores, Anne Furbank and Cuckoo are the top three. 

 

Luisa cerano

Luisa cerano

Luisa Cerano

Launched in 1998 and part of the Hauber Group, founded in southern Germany in 1870, this company is now one of the country’s most successful fashion brands. It has 1,500 stockists worldwide, more than 100 of them in the UK.

 

Marc cain for web

Marc cain for web

Marc Cain

The German womenswear brand, founded in 1973, operates 210 stores in 34 countries, and has 1,087 wholesale stockists in 61. In 2015, it completed a €35m (£30m) investment in a logistics centre and warehouse complex.

 

 

Rixo for web

Rixo for web

Rixo

Vintage-inspired womenswear brand Rixo was launched online last September by former Asos employees Orlagh McCloskey and Henrietta Rix. It will open its first pop-up shop in December on Neal Street in Covent Garden, London.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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