Nation creates magazine-style website to promote Barbour’s seasonal collections

Nation is working on the new website for fashion brand Barbour, which will look to drive users to seasonal collections and build editorial content with a magazine look and feel.

Appointed directly on credentials for the website of fashion brand Temperley London, Barbour tasked Nation with designing a new online presence which would challenge editorial-led e-commerce competitors.

The consultancy started design work a week ago and has already worked up experimental creative (pictured).

Nation’s new design will look to draw people to seasonal collections rather than specific items. There are also plans to build a framework for editorial-led content, ’which can be cross-promoted with Barbour products’, according to consultancy creative director Tom Hartsthorn.

’We could be looking at bringing in editorial content and cross-promotion of products around summer [music] festivals or country and game fairs,’ adds Hartsthorn, who suggests the move will reflect the diversity of the brand. The look will be product-focused, with white space used to encourage a simple, editorial-led layout.

E-commerce is currently channelled into a separate Barbour By Mail site contracted to be run by a third party for the next two years. The design of this site may later come under review, according to Nation.