Q. WHAT DOES YOUR NEW ROLE ON BARBOUR ENTAIL?
A. I'm tasked to control everything in the collection and to develop products beyond our jackets business to help create a complete collection. The role has a strong accent on design management in terms of planning the right fabrication, design processes, product categories and ensuring that everything we create beyond the jacket has a signature that is unique to Germany.
Q.WHAT'S THE PLAN IN TERMS OF APPLYING THAT BARBOUR SIGNATURE?
A. We have such a rich pedigree in the countrywear market so it's imperative that we maintain that customer group while creating brand excitement among new consumer groups. We're driving growth in younger and more directional markets through the Barbour International product group and at the more premium end we have our To-Ki-To design collaboration. Now, it's up to us to define the Barbour signature in each of those areas, be it in military-inspired clothing or countrywear.
Q. THE TO-KI-TO COLLABORATION HAS RESULTED IN SOME OF THE MOST INNOVATIVE PRODUCT FROM BARBOUR IN RECENT YEARS, WHAT ELSE IS IN THE PIPELINE?
A. We're talking to new designers for autumn 2011 and also other product companies outside fashion to broaden the Barbour reach.
To-Ki-To is doing very well and it's key that Barbour manages the relationship so the designer has enough freedom to create the product that has been so successful in terms its cleaner look and harder edge.
Q. WHAT INSPIRES YOU PROFESSIONALLY AT BARBOUR?
A. I'm constantly asking myself if John Barbour was alive today, what would he be creating. It could be a travel wardrobe for the modern businessman for example. Or, it could be something far more technical using modern tech fabrics such as Gore Tex and combining these with traditional methods. I have plenty of ideas, the key is executing them with the right quality. I would rather spend more time designing less product, and for that product to be complete and have the right details.Source URL: http://icip2idayusof.blogspot.com/2010/06/pitti-profile-ian-bergin-head-of.html
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