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Heritage Industry Raditional British Brand Barbour Has Been the Toast Barbour Joins the Eyewear Club Through a Licensing Deal with Norville

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Heritage Industry Raditional British Brand Barbour Has Been the Toast Barbour Joins the Eyewear Club Through a Licensing Deal with Norville Featuring frames Heritage industry raditional British brand Barbour has been the toast Barbour joins the eyewear club through a licensing deal with Norville. of the fashion pages in Rory Brogan reports on the range of styles and price options recent years with its waxed trial bike jackets and its a Heritage range made in Italy and heritage outerwear. Japan. Heritage will be supplied with TThe company, set up in South leather cases and different packaging Shields in 1894, has over 100 years and will be launched at Mido. Then of history to be called upon, which a top-end Beacon line of classic styles includes kitting out the British with a fashion twist will be launched International motorcycling team in 2013. These will be hand-made in between 1936 and 1977. However, Italy and aimed at city centre practices. it is Barbour’s connection with a US In spite of all its fashion appeal, motorbike team rider from 1964 Truss adds that a large percentage of that has been a major influence of Barbour sales are still in traditional late. That rider was Hollywood star sports and country shops, describing Steve McQueen, a link with the the brand as ‘fairly unique in its company that has been commemorated positioning – covering hunting, fishing with its Barbour Steve McQueen and fashion too’. capsule collection marking the 75th ‘The good thing about Barbour is anniversary of its iconic International that it has cross-over appeal, from the motorcycle clothing. This includes a 20-year old at Glastonbury wearing remake of the famous International The Barbour and develop, design and source its a waxed jacket and jeans to his father waxed jacket, sporting a US flag patch, brand own collections. ‘This started with the taking the dogs out for a walk to the and other 1960s archival pieces. appeals to a Jeff Banks and Stvdio lines which we pub. The quality is second to none. It’s Now, hot on the heels of this, wide age design and manufacture. The whole an important brand for us.’ Barbour has made its first foray into the group of idea is that Norville as an independent The Lifestyle line is 65 per cent male, optical market with a range of eyewear consumers British company will offer the same which he says reflects Barbour’s sales through another independently owned in its products. We’re currently in ethos, and will have a price range in British family firm, Gloucester-based negotiation for a women’s brand and, independent practice of £99 to £129. Norville Eyewear. with Duck and Cover also to launch, There are 19 frames in the collection Mark Truss, Norville sales director, we will then have four brands.‘ with 12 for men that come in colour explaining the global licensing tie-up, options of muted forest tones in greens, says that Norville’s business model Respecting the brand coppers and blacks. The eight sunglass has changed, as, having acted as a Truss explains that the tie up with models – four for men, two unisex and frame distributor in the past, it had Barbour, a year ago, is the first time the two women’s designs – will range in decided to look for its own brands lifestyle brand has granted a licence. price from £69 to £99. ‘Dame Margaret Barbour wanted to Predominantly acetate, with a work with a company with a similar number of metal models, the Lifestyle ethos and message, who would be frames come with faux-leather cases. an extension of the brand and not One key style is a larger acetate frame just slap the Barbour name on the with a double bridge in two-coloured sides of frames. We had a four-month acetate. negotiation process, proving that ‘You always need a statement piece. we had the correct production and It won’t necessarily do the most attention to detail to work with and volume but is an attraction for the respect the brand.’ window,’ adds Truss. ‘The detailing When it comes to its clothing is all high quality, for example the collections, Barbour targets its product Barbour logo set into an acetate side distinctively, he explains. ‘It starts had to be cast properly. With anything out in John Lewis, then the Heritage Barbour does they protect the brand.’ collection will be found in Selfridges To tie in with the eyewear, Norville and the premium Beacon Heritage has developed a Barbour branded collection is held in limited edition ophthalmic lens, the Barbour Top Coat. numbers at Liberty London, for This is a hydrophobic coated product example.’ that will be sold on a stand-alone basis. As a result, Truss explains that With next season’s shoot for the Barbour eyewear will also come in Barbour Heritage line featuring retro a range of price options. The first sunglasses and motorbikes, Barbour collection is the Lifestyle entry line, eyewear will be tying in nicely with to be followed by the next level up, the brand’s identity. ● 28 | Optician | 09.12.11 opticianonline.net.
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