In this insightful episode of Commerce Beyond Borders, hosts Chris Baker and Renee Hartmann engage with Neil Parker, Managing Director of Global Distributors at Barbour. With a rich background spanning leadership roles at Gant, Crocs, Levi's, and Tommy Hilfiger, Neil brings a wealth of experience in steering brands through international markets. The discussion delves into Barbour's approach to global expansion, the nuances of adapting to diverse markets, and the strategies employed to maintain brand integrity while fostering growth.

Key Topics Discussed:

• Global Leadership Journey: Neil shares his experiences leading teams across various regions, highlighting the challenges and learnings from his tenure in cities like Amsterdam, Hong Kong, and Singapore.

• Barbour's Strategic Vision: Insights into Barbour's commitment to preserving its British heritage while innovating to meet the demands of global markets.

• Market Adaptation: The importance of understanding local cultures and consumer behaviors in markets like China and Japan, and how Barbour tailors its strategies accordingly.

• Collaborations and Innovation: Discussion on Barbour's collaborations, and how these initiatives contribute to brand evolution and appeal to younger demographics.

• Sustainability and Heritage: Exploring Barbour's 'Wax for Life' initiative and the brand's efforts in promoting sustainability through product longevity and repair services.

Notable Quotes:

• "The world's the most amazing place... but we live in such a varied time in retail, don't we? It's moving faster than ever in history."

• "Barbour is very happy not to be called luxury even though we, you know, rock stars to royalty... but we're also very happy not to be mainstream."

• "We start with a story... we talk about we're very proudly British. We still make jackets in England. We've been here since 1894."

Renee Hartman joins Chris Baker from opposite sides of the globe — Galway, Ireland and Seoul, South Korea — to unpack the latest developments in global trade, retail innovation, and shifting consumer behavior. This episode dives deep into the growing uncertainty caused by tariff threats and how that’s already influencing decision-making across supply chains, marketing, and even travel habits.

You’ll hear firsthand insights from:

• A digital marketing conference in Seoul with execs from Coupang, Pinterest, and Teradata

• Retail presentations in Europe spotlighting innovation hotspots in Asia

• Conversations around the future of U.S.-China trade, manufacturing shifts, and consumer sentiment

🔍 What we cover:

• Why the global retail map is redrawing — and why China is now the #1 trade partner for most countries

• How Korean and Chinese brands are outpacing U.S. brands in product innovation and speed to market

• Why tariffs may unintentionally fuel more overseas shopping by American tourists

• The evolution of physical retail spaces in Asia — where storytelling and experience come first

• The shift from globalization to regional trading blocs and what it means for global strategy

💡 Key Quote: “The store is our marketing environment as much or more than it is the place to sell products.” – Chris Baker

🎧 Listen now for on-the-ground insights from Asia and Europe — and a forward-looking take on what’s coming for global brands, retailers, and supply chain leaders.

Welcome to another episode of Commerce Beyond Borders! This week, your hosts Renee Hartmann and Chris Baker sit down—just the two of them—for a candid, insightful conversation on the current state of global commerce as we close out Q1 of 2025.

With both hosts recently crisscrossing Europe, Asia, and North America, they share firsthand perspectives on how brands are reacting to geopolitical shifts, evolving economies, and consumer uncertainty. From green shoots in China to growing inflation fears in the West, this episode offers a panoramic view of where commerce is headed—and how brands can adapt.

In this episode, Renee and Chris explore:

🌍 Regional Check-Ins

• Europe’s cautious optimism amidst political and economic recalibration
• China’s slow but steady rebound and innovation-driven growth
• North America’s fragile consumer confidence and rising protectionism

🚗 Global Trade Realignment

• The ripple effects of tariffs, deglobalization, and the rise of regional trade blocs
• How supply chains are adapting to shifting alliances and new economic zones

🧠 Lessons from China

• How Chinese brands are thriving with innovation under pressure
• What Western brands can learn about agility, relevance, and consumer connection

📱 The Evolution of E-Commerce & Marketing

• The rising impact of TikTok Shop, live commerce, and creator-led marketing
• Why traditional acquisition strategies are failing—and what’s replacing them
• The "missing middle" in marketing: blending storytelling, activations, and collabs

⚡ Key Takeaways:

• Uncertainty is the new normal—but it’s also a catalyst for creativity.
• Global brands must rethink their playbooks to stay relevant across markets.
• Constraints often spark the most powerful innovations.

Whether you're a global brand strategist, supply chain leader, or digital marketer, this episode is packed with insights to help you navigate 2025’s complex terrain with confidence.

🔔 Subscribe & Stay Ahead Don’t forget to follow Commerce Beyond Borders for weekly deep dives into the ever-evolving world of global trade and international business.

— 🎧 Available on Apple Podcasts, Spotify, Google Podcasts, and wherever you listen. 📬 Got a question or a topic idea? Drop us a message—we’d love to hear from you!