120-year old British lifestyle brand Barbour will be the first retail brand to test Twitter Collections in the UK on 17 August, it was announced today. Barbour will use the new feature, which enables brands to showcase a full range of products directly within Twitter, as a platform to launch its new Barbour for Land Rover Rugby range – a capsule collection that celebrates both Barbour and Land Rover’s special connection to the sport.
Twitter users will be able to see collection highlights from the Barbour for Land Rover Rugby Range on the platform, including campaign shots featuring former England Rugby Captain, Lawrence Dallaglio, before having the option to be taken directly to purchase these products on Barbour’s E-commerce site. Other features include individual product pages, product information and images.
Joanna Lambert, Global Digital Marketing Manager at Barbour commented, ‘‘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.
“Barbour and Land Rover are both brands that are steeped in heritage whilst being known for always evolving to offer modern customers what they need, so it’s very exciting for us to be at the forefront of this innovation in social commerce."
The Barbour for Land Rover Rugby Range will be available to purchase on Barbour’s Twitter page from Monday 17 August.