Barbour | Brand & Product Manager
CLIENT
Barbour
YEAR
2024 - Present
SKILL SETS:
*Brand Strategy
*Product Development
*Licensor Relations
*Graphic Design
*Industrial Design
*Adobe Creative Suite
*New Product Launches
PROJECT BRIEF:
Bring to market a sustainable eyewear collection for U.K.-based fashion brand Barbour, incorporating a range of "Universal Fit" design elements to ensure the collection comfortably accommodates a diverse demographic.
PROJECT DESCRIPTION:
Since February 2024, I have led the design and production of Barbour’s Men’s and Women’s Optical collections in the United States, crafting eyewear that celebrates the brand’s British heritage and commitment to craftsmanship. Working closely with the licensor, I develop sustainable designs that stay true to Barbour’s DNA, incorporating innovative hardware, fresh color combinations and refined constructions for the 2025 collections. Striking a balance between creativity and practicality, I ensured each piece resonated with Barbour’s loyal customers while meeting key business objectives. Additionally, I managed financial targets and oversaw production with partner vendors in China to ensure quality and timely delivery.
As a Brand and Product Manager for Barbour, I was responsible for developing and executing the brand strategy to strengthen Barbour’s position in the market. This involved overseeing brand positioning, messaging, and visual identity to ensure consistency across all channels. I managed key marketing initiatives, product launches, and campaigns that aligned with the brand’s heritage and premium image. Additionally, I collaborated closely with cross-functional teams, including sales, manufacturing, and the licensor, to ensure brand integrity and to drive growth. My role also included analyzing market trends and consumer insights to inform strategic decisions, ultimately aiming to elevate Barbour’s brand awareness and customer engagement within Tura Inc.'s portfolio.
THE PROCESS
Step 1: My role as a Product Manager extends far beyond design; it requires full product ownership. The process begins with the creation of a detailed design brief for each new frame, outlining sizing, fit, construction details, materials, and target pricing. I then collaborate closely with manufacturers to secure quotations and refine designs as needed to meet budget requirements while maintaining design integrity.
Step 2: Once pricing is approved, I review and refine vendor-supplied technical drawings with the precision of an industrial designer. This includes making critical adjustments to shape, lens proportions, and overall fit to ensure that each frame achieves both aesthetic integrity and functional wearability. From there, I source and select materials from a broad network of suppliers, informed by sales data and customer insights to develop colorways and finishes with strong market potential.
Step 3: After receiving samples, I partnered directly with Barbour to review and refine the collection, presenting designs that were approximately 95% production-ready. Together, we collaborated on final cosmetic adjustments to perfect the product for launch. In addition to product execution, I ensured that the selected styles aligned with broader campaign needs, translating Barbour’s brand identity into eyewear collections that were both market-ready and strategically positioned.
Step 4: My role also requires ensuring that products reach the market on schedule. I oversee each design from initial concept through to market release, coordinating with vendors to confirm shipping timelines, reviewing quality reports, and training sales representatives on upcoming collections. Once the product is launched and sell-through benchmarks are established, I analyze both the successes and shortcomings of the collection, using these insights to continually refine and strengthen future collections. Here are some of the finished products from my 2024 collection:
