{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Marketing UnLearned","title":"\"Bridging heritage and growth\" - with Raine Peake of Crew Clothing","html":"","width":"100%","height":180,"duration":2322,"description":"In this episode, Ian Jindal talks with Raine Peake, Group Digital Director at Crew Clothing Company, about how a portfolio of British heritage brands is adapting to a fast-changing digital and retail environment. The discussion covers what needs to be unlearned about discounting, channels, content and customer value, and what a more modern, test-and-learn approach looks like in practice.Raine Peake is Group Digital Director at Crew Clothing Company, responsible for digital strategy, e-commerce trading, digital marketing and optimisation across Crew Clothing, Ben Sherman, Saltrock and Pringle of Scotland. Her experience spans Farfetch (through to IPO), New Look, Mint Velvet and Jigsaw, grounded in an early merchandising career in bricks-and-mortar retail.————————Chapters / Topics00:00 – Introductions, Role and Brand PortfolioRaine, who outlines her role as Group Digital Director and the brands in the portfolio:Crew Clothing: a heritage British coastal lifestyle brand with over 100 UK stores and an online presence.Saltrock: surfing heritage brand with around 70 stores, mainly in the South West.Ben Sherman: long-established British menswear brand rooted in shirt-making and youth culture.Pringle of Scotland: Scottish knitwear brand with over 200 years of history, known for cashmere and argyle.Raine explains how each brand maintains its own identity while benefiting from shared learnings and capabilities at the group level.02:40 – Career Path and Farfetch InfluenceRaine talks through her route to Crew: New Look, Mint Velvet, Jigsaw and especially Farfetch through IPO, plus her beginnings in merchandising with pen-and-ledger retail. This mix of commercial and tech-led environment informs her approach to digital and marketing today, with a bias to experimentation and analytics.04:45 – Heritage Brands in a Modern AgeThe conversation turns to what it means to work with genuine heritage brands versus \"fake heritage\", and why heritage alone isn't enough. Crew and the group...","thumbnail_url":"https://img.transistorcdn.com/2vYmJC6HmVzgBTjjUeghmfTKbE6GLhv9h0IgzdJ4Lrc/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80ZWNh/ZjRiYTg0NzZmODUy/NzE4MGQ1ZmFlMzhl/MmViYy53ZWJw.webp","thumbnail_width":300,"thumbnail_height":300}