Barbour will become the first brand in the UK to sell to customers directly through Twitter on Monday (August 17).
The new Twitter Collections function allows brands to display a range of products on the social media platform. Twitter users can view the range on the site, view individual product pages, information and images, before clicking though to purchase on the brand’s ecommerce site.
Barbour will use it to promote and sell its capsule collection for Land Rover Rugby, which launches on the same day and features former England Rugby Captain Lawrence Dallaglio.
“Given how engaged rugby fans tend to be on social media, we decided that the Barbour for Land Rover Rugby range would be the perfect collection to launch on Twitter Collections, especially with it being such a special year for rugby in the UK with the impending World Cup,” explained Barbour’s global digital marketing manager Joanna Lambert.