Barbour becomes the first UK brand to trial Twitter Collections

British heritage brand Barbour is set to become the first UK label to launch its very own product page on Twitter through the Collections service. From Monday, 17 August, the label will test the new feature which let brands promote a range of products from their page directly within Twitter.

Barbour aims to use Twitter Collections as a platform to launch its new Barbour for Land Rover Rugby range - a capsule collection created in honor of both brands' love of the sport. "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," said Barbour’s global digital marketing manager Joanna Lambert on the launch.

"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."