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Barbour Opens its First US Store in New York City
OVERVIEW | For two decades, Cone has served as the in-house U.S. marketing partner for J. Barbour & Sons, Ltd., known worldwide for manufacturing fine British country outerwear and apparel for both men and women. Cone designs and implements completely integrated marketing communications programs that encompass all of Barbour’s U.S. advertising, public relations, special events and sponsorships. As the company embarked on the grand opening of its first-ever U.S. store, Barbour by Peter Elliot, located on New York’s Madison Avenue, Cone was charged with planning and executing a grand opening that would be "Fit for the Queen"... or Dame. |
PROGRAM ELEMENTS | The grand opening included a ribbon-cutting ceremony by Dame Margaret Barbour, Chairman, and several of Barbour’s most senior executives from the United Kingdom. The ceremony was followed by a formal cocktail reception that attracted a number of VIP Barbour enthusiasts including Libbey and Alison Pataki (wife and daughter of New York Governor Pataki), Dick Wolf (producer of the hit television show “Law and Order”) and Mike Cohen (director of British Trade International). In addition, Cone was able to secure a formal letter welcoming Barbour to New York City from Mayor Michael Bloomberg. |
RESULTS | Counted among the many VIPs and champagne glasses, were several members of the media resulting in significant coverage of the store opening. Stories and multiple photos of the event appeared in WWD, MR, New York Post, New York Magazine, DNR, Gotham, Shooting Sportsman and A&E's "Bio Buzz." Coverage has attracted celebrity shoppers, including shopping sprees by Sharon Stone, Michael Caine, Daniel Day Lewis, Ralph Lauren and Geoffrey Beane. Sales figures from the opening week of the store far exceeded expectations and continue to grow exponentially each month. |
