Inside Barbour’s win at the Retail Asia Awards 2026

Neil Parker of Barbour shares how the 'Spring with Barbour' festival refreshed perceptions of the brand's British countryside heritage.

He also discusses how the festival drove stronger performance and higher conversion rates across its markets. 

The campaign was proudly recognised at the Retail Asia Awards 2026, winning Experiential Marketing Project of the Year - China, Marketing Initiative of the Year - China, and Marketing Team of the Year - China, a testament to the team's creativity, innovation, and hard work.

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