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Barbour ‘rationalises’ for autumn 16

Barbour is simplifying and reducing the number of products in its autumn 16 collection to make the selection process easier for buyers.

The British heritage brand is cutting the size of its core collection by about 10% in order to “focus the range”, director of menswear and accessories Ian Bergin told Drapers. He would not disclose how many pieces are in the collection. 

“We want to make our offer smaller and more focused,” Bergin explained. ”We wanted to get to the root of what the brand stands for; our core DNA.”

Bergin said reining in the collections would allow the business to focus on exclusive capsule ranges with key partners, such as John Lewis and Selfridges.

For autumn 16 Barbour is reintroducing its classic heritage styles in womenswear for autumn 16 after a two-year break. Bergin said the reaction from retailers has been “very positive”, with Liberty and Fenwick among those signing up.

The range has been designed to sit alongside “clean and crisp” brands like Acne and APC, according to Bergin.

“There is a tomboy aspect to the collection, but it’s all about fit. There are A-line cuts and details like cuffed sleeves and fur collars on jackets, but it still has that iconic Barbour feel.” Wholesale prices range from £80 to £160.

Wholesale prices for outerwear in the core collection range from £80 to £120.

Barbour is stocked in John Lewis, Liberty, Selfridges and Fenwicks, as well as 80 independent retailers in the UK.

Read the Drapers Interview with Dame Margaret Barbour

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