Managing director, Barbour
Leading the pack of brands reaping the benefits of this autumn’s heritage trend is Barbour, with managing director Steve Buck steering the ship. Sales already rose from £68m to £74m in 2009 and young fashion and premium indies across the country have cited Barbour as one of their best-selling brands for autumn 10.
Department stores, too, have benefited from the Barbour effect. It was one of John Lewis’s best-selling brands in October when sales of its iconic waxed jackets doubled compared with the previous year. Sales were undoubtedly set off after fashion-credible celebs such as Alexa Chung were photographed wearing Barbour nonchalantly slung over their summer frocks at the festivals.
High street retailers have been quick to capitalise on the popularity of the waxed jacket too by unashamedly selling their own interpretations of the classic and quilted jacket styles.
However, Barbour hit a crisis towards the end of this year when a lorry carrying almost 8,000 of its jackets was hijacked by masked men near Doncaster while the driver was asleep. The company warned that the loss
of stock could impact supplies. The things some people will do for a Barbour jacket…