Interview with Adélaïde Roger, marketing manager at Barbour
Barbour, the essential British brand, has spanned the ages since its creation in 1894. Today, it's Adélaïde Roger, marketing manager at Barbour, who talks to us about the famous brand, from the reasons for its success to its history including the manufacture of its famous oiled jackets.
Could you introduce yourself and tell us about your role in the company? What made you want to work at Barbour?
I have worked in the ready-to-wear/lifestyle sector for more than 10 years. I started my career in public relations and quickly got into marketing.
Today I am in charge of all marketing operations as well as Barbour communication on the French market. Accompanied by my team, my role is to optimize the visibility of the brand in France.
I have always been keen to work for brands that are ambitious and inspiring through the values they convey: social and environmental commitment, aesthetic singularity, quality... For all these reasons, Barbour is a brand that immediately spoke to me.
Adélaïde Roger, marketing manager at Barbour
If I ask you to name three events that have marked the history of Barbour, what do you think of?
In 1894, the brand was created. Today, Barbour is about to celebrate its 130th anniversary. The brand is completely rooted in English heritage and, more generally, in British culture that Le Comptoir Irlandais invites its customers to discover. Nowadays, few brands can boast of having such a long history. Although Barbour's success crosses the ages, the brand remains faithful to its original and fundamental values. Barbour is run by the 5th generation of the family.
In 1921, Barbour launched its Re-Wax program. This is a sustainable approach that consists of extending the life of waxed cotton jackets by rewaxing them. In 2021, we celebrated the centenary of the program with the Wax For Life campaign. The durability and transmission of products is an integral part of Barbour's DNA. When the upcycling trend is growing, Barbour has been involved in it for over 100 years.
In 1988, the Barbour Foundation was created. Dame Margaret Barbour is a trendsetter. More than 35 years ago, she created a fund which mainly helps people in difficulty, single women or sick people in the North East of England.
How can we explain the longevity and success of Barbour since its creation in 1894?
Barbour is a brand that is fair in its approach, faithful to its values and traditions. Unlike a fashion brand that seeks aesthetics above all else, Barbour has always been uncompromising in the quality and durability of its products.
It is one of the few brands whose pieces are passed down from generation to generation, with many people having inherited jackets from the dressing rooms of their fathers or grandfathers.
Sooner or later, a Barbour jacket always ends up coming home.
What do you think is the brand's flagship piece?
The waxed cotton jacket is Barbour's iconic and essential piece. It's as much the parka for the farmer, as it is for the festival-goer, as it is for the fashionista. Timeless, it's everyone's parka. In 1983, inspired by her travels in France, Dame Margaret Barbour created the Beaufort jacket. First distributed in France, it then quickly imposed itself on the catalogue of all countries. This year we are celebrating 40 years of the Beaufort jacket through the Evergreen Icons campaign.
Can you tell us more about the manufacturing process of a Barbour jacket?
The Beaufort jacket is made in South Shields in England, not far from Newcastle. The factory produces around 3,000 jackets per week, or 120,000 jackets per year. The Beaufort takes around 95 minutes to be manufactured and involves 36 people in total (fabric cutting, assembly, sewing, finishing, quality control).
What advice would you give to owners of a Barbour jacket to make it last as long as possible?
A Barbour jacket cannot be put in the washing machine. Do not place it near heat sources such as a radiator and keep it in a dry place. The interior can be cleaned with a sponge and clean water. Regarding Re-Wax, it depends on how often you wear it, but we recommend that our customers have their jacket rewaxed once or twice a year.
Note that wear brings an aesthetic side to a jacket, which transforms a Barbour jacket into YOUR Barbour jacket.
Article written by Camille L.
