The service rolled out in the US in June, and allows brands to showcase products on Twitter, much like an e-commerce site.
Barbour will use the feature ahead of the Rugby World Cup to show off its new Land Rover rugby men’s collection. Customers will be able to browse products from the collection, modelled by former England Rugby captain Lawrence Dallaglio.
They won’t actually be able to buy anything directly through Twitter, however. Clicking on any product will take them to the purchase page on Barbour’s site. Barbour will launch its Twitter Collection from 17 August. The campaign was conceived by Cult LDN.
Joanna Lambert, global digital marketing manager at Barbour said, "Given how engaged rugby fans tend to be on social media, we decided that the Barbour for Land Rover Rugby range would be the perfect collection to launch on Twitter Collections, especially with it being such a special year for Rugby in the UK with the impending World Cup."
Other brands using Twitter Collections include Nike and Disney. Neither brand has given engagement figures for the new feature.