Barbour appoints Trew Relations to brand task

Barbour, the outdoor and country clothing brand, has awarded Trew Relations its consumer and trade PR account, in a bid to boost its appeal to a wider market.

Barbour, the outdoor and country clothing brand, has awarded Trew

Relations its consumer and trade PR account, in a bid to boost its

appeal to a wider market.



The appointment of managing director Larissa Trew’s firm came after

Barbour conducted a thorough review of agencies, including a four-way

competitive pitch.



Until last December, Barbour’s PR was handled by Infopress. When

Infopress merged with Key Communications, Barbour reviewed its PR

function and brought the work temporarily in-house.



The four-way pitch is understood not to have included Key

Communications, since Barbour was ’already aware of the services it

could offer.’



Trew Relations has been retained for consumer and trade PR, initially

for a year.



’Our mission is to educate old and established markets about the variety

of products Barbour makes, while introducing the brand to new and

younger markets. We’re keen not to alienate Barbour’s hunting, fishing

and shooting customers,’ Trew said.



Trew will personally head the account. The agency will report to Ian

Beattie, national sales and marketing director for J Barbour and

Sons.



Beattie said: ’Barbour has long been established as an icon in classic

British country clothing. We are now appealing to a wider audience and

demonstrating a strong relevance to lifestyle trends.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.