Despite the smog, I rocked up to work yesterday morning in my SLB (Summer Liddesdale Barbour) which is something that I bought just before every high street store decided to introduce them. Not that I’m bitter or anything.
But now fans are being given the chance to up their game by adding a spark of colour to their wardrobes, thanks to Barbour’s partnership with Pantone.
To celebrate its S/S 2014 collection, Barbour has created a film, with the help of four bloggers, to showcase the British brand’s love affair with colour.
And it’s giving fans a chance to win items from the colourful collection by taking part in a photo competition.
For a company that sticks out in our minds for (probably) using old men on wearing flat caps and wellington boots with a Labrador by their side promote its range, this approach is youthful, fashionable and fun without trying too hard.
The fashion and lifestyle bloggers – who have more than 158,000 followers combined – share what inspires them on an easy-to-use microsite – which gives users the option to browse the collection; enter a competition; and view the latest entries.
To open up a 120 year-old brand like Barbour to a new generation naturally – peer to peer marketing was key. The sophisticated bloggers are aspirational without being show-offs. These are ‘everyday’ creative people who can appreciate the quality of the brand and they’re encouraging others to do the same – and I believe them:
I know I’m biased. I’ve already bought into the Barbour club. But, this campaign works on both levels. It validates my previous decision and prompts me to buy again.
The video launches on the site on Monday and it’ll be interesting to see how the competition takes off and how it transforms potential consumers into future customers.
But, it already has subtly on its side. The #BarbourPantone concept is shareable without being showy – down to the fact that Barbour’s felt secure enough to create a digital campaign around its brand without over-talking about its brand (Barbour appears just seven times on the microsite homepage and one of those is the hashtag).