"Bridging heritage and growth" - with Raine Peake of Crew Clothing copertina

"Bridging heritage and growth" - with Raine Peake of Crew Clothing

"Bridging heritage and growth" - with Raine Peake of Crew Clothing

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 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 have shifted from assuming customers know their story to explicitly telling it: focusing on origins in Salcombe, coastal and sporting roots, and material and construction details of core products.————————Brand Storytelling and Authenticity (Approx. 09:10)Raine describes how the portfolio has moved to much more explicit brand storytelling online. That includes:Highlighting core categories (men's half-zips, polos, women's knitwear) and explaining why their version is worth choosing.Using consistent, always-on brand-led content, on the basis that new customers are seeing it for the first time.Connecting digital communications with sponsorships (LTA, Henley, England Rugby's Red Roses) and Crew's coastal/sport positioning.With Pringle of Scotland, the group is at an earlier stage, exploring how to retell a long heritage story and link Scottish manufacturing and historic prestige with contemporary relevance and accessibility.————————Testing and Channels05:55 – Testing by Region: Meta, TikTok, YouTubeRaine explains splitting the UK into four regions with broadly similar population and digital revenue to test different mid- and upper-funnel strategies with Nest Commerce across Meta, TikTok and YouTube. All areas with additional top-of-funnel spend outperformed a control, validating the approach.08:10 – Content Volume and "Greedy" PlatformsTo support this, the team had to roughly double content output, from basic sales assets to influencer-led and brand storytelling videos. Raine notes that platforms are "greedy", and having more creative variants in play generally increases performance opportunities.09:45 – YouTube and Connected TV DiscoveryThe tests showed YouTube delivering the clearest uplift, with statistically significant gains over other channels. A key insight was that their mainly 35+ audience overindexed on watching YouTube on Connected TV rather than on laptops or mobile devices, aligning with broader shifts in TV-screen video consumption and shoppable CTV.————————Managing Multiple Heritage Brands (Approx. 11:20–13:00)Raine explains how the group keeps Crew, Saltrock, Ben Sherman and Pringle distinct:Separate teams and locations (e.g. Ben Sherman marketing in Kingston and product in Leeds; Saltrock centred in the South West surf community).Expectation that teams "live" the brand (Saltrock staff surf; Crew leans into coastal and sporting lifestyles).Avoiding visual and tonal "bleed" between brands while sharing what works operationally or strategically.————————Gamification and Operations (Approx. 17:00)Raine draws on her time at Jigsaw to describe how to gamify ship-from-store fulfilment. Features include:Speed-to-fulfil metrics and leaderboards.Order acceptance/decline race dynamics.Clear timelines to match rising delivery expectations.She emphasises that gamification must be paired with tangible rewards such as store bonuses; otherwise, it risks ...
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