The Old and the New: Using Brand Extensions to Garner Modern Appeal at Barbour

Case study published by Bloomsbury Fashion Business Cases.

Barbour, the British luxury brand, has a long and rich heritage that has given rise to several sub-brands. The brand now hopes to modernise and entice a younger consumer, a segment they were not yet targeting, whilst maintaining appeal among profitable middle-aged customers, for whom Barbour has already hit the ‘ideal level of distribution for that curve’ (Bottomley, 2018).

This business case explores Barbour’s ongoing revitalisation attempt using brand extensions, such as the launch of the Barbour Beacon line and collaborations with the likes of Supreme (2020) and Alexa Chung (2019-present). It also explores Barbour’s partnership with HighSnobiety, their choice of wholesale partners and store locations. Whilst the case focuses on the brand’s UK operations, it could equally be used to investigate their international operations given its strategic intent.

This business case examines how such shifts in strategy might affect the parent brand and the core customer. Brand extensions increase risk, as a poorly received brand extension may harm brand image or dilute brand meaning (Keller, 2012: 442-446). Students are asked to take the role of a marketing decision maker for Barbour, develop future marketing strategies for brand extensions and to justify a recommended plan of action.

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