[:en]Barbour is one of the successful traditional English outdoor brands. Widely popular since the 1980s, it was the synonym for the wax jacket.
Then the brand was extended to other clothing products like knitwear. There it experienced a few quality problems, for example the sweaters are below standard.
Now Barbour is collaborating with Hello Kitty. The targets are obvious, younger and more female customers. The line will include jackets, knitwear, hats and socks. The colors are pink, purple and navy. It is doubtful, that this goes well with the brand roots in outdoor like hunting, fishing and horse back riding. It is questionable also, whether the core customer based will appreciate the connection with Hello Kitty.
Competing brand Bellstaff tried to change itself into a fashion brand not too long ago. They quickly returned to their roots, motorcycling.[:]