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Barbour Beacon

Outside to Outsiders


There is a growing apathy around megacity life for Gen Z. House prices, career monotony and disillusionment with the drudgery of a routine their parents’ generation have struggled to break away from mean they are seeking a new way of life, away from the big city. They are choosing to stay in their hometowns, creating their own journeys. Setting out on a journey to living by their own, independent standards.


Although its internationally renowned parent company has been around for well over 100 years, the Barbour Beacon brand is relatively unknown. However, its roots in a proud working community, its history of innovation and its very real local provenance all set the brand apart from most of its high street competitors who are targeting the same Gen Z audience. We needed to communicate Barbour Beacon’s pride in its local roots in a relatable and impactful way across a fully integrated campaign, social, in-store, POS and eCom.


Our Outside to Outsiders campaign proposition was created to communicate Barbour Beacon’s USP of making clothes that protect you from the elements in a stylish way, designed for a young independently minded audience who prefer brands with real provenance and heritage to the ‘fast fashion’ D2C brands heavily targeting them in their social feeds.

The retail launch campaign followed a day in the life of two mates in their hometown of South Shields, proudly taking us around their landmarks including Barbour Beacon’s very own symbol of independence, The Herd Groyne. Our integrated campaign went live across USC’s estate with flagship stores also benefitting from an instore fixture emulating the iconic Herd Groyne architecture. Barbour Beacon immediately went from quietly going about its business on shelf only, to front of mind across all USC customer channels.