2. Awards & Education;

Background

At Ted, we don’t just make clothes; we make modern classics that stay by your side for years to come. We also work with licensed partners to create watches, eyewear (ophthalmic and sunglasses), footwear and fragrances to offer exclusive extensions to Ted’s core clothing business. Branded ‘Ted Baker London’, they support the brand and help push the boundaries in terms of styling, attention-to-detail and quality.

All these contemporary products are designed to appeal to the brand’s core consumers: urban, stylish, independent, career-oriented people who appreciate something different. Minimum fuss, maximum impact – whether going to a pub, the theatre or shopping.

So, while anyone can make sunglasses, for example, we need something distinctly more interesting – something that only Ted could create. The brief, therefore, is to create an integrated campaign that articulates the Ted brand in one of these four categories: watches, eyewear, footwear and fragrances (see appendix).

Make sure you activate the idea through primary in-store touch points (packaging and POS), but also amplify the creative through other media, such as experiential and social media.

Your Creative Thinking Should...

• Capture the irreverent British humour of Ted Baker.
• Consider how to communicate both Ted’s personality and the selling points of the product using different media – digital, ambient, etc. – to bring the idea to life (but not traditional press or TV ads).
• Put a smile on people’s faces.
• Don’t be afraid to be different.
• Grab people’s attention and encourage interest in the new Ted Baker watches, eyewear, footwear or fragrances.

Who is Ted Baker and what makes them different?

Whereas much of the fashion world takes itself oh-so-seriously, at Ted Baker we prefer to have a bit more fun. Of course, we take great pride in making beautiful clothing and accessories. In fact, the detailing on any item bearing our name is second-to-none… but Ted is not a slave to fashion. We think that fashion and shopping should be fun and inclusive. Everyone deserves the right to look splendid. As such, Ted Baker is less a snooty elite club and more a well-groomed family.

Challenges

• Lack of available space / grounded environments
• Huge breadth of retail environments
• Scale of product
• Competition for ‘eye time’

Tick Chart

• You’re on the right track if your ideas are:
• Irreverently British
• Fun and attention-grabbing
• Innovative
• Simple to understand

Appendix (collection overviews)

Eyewear

Launched in 2003, Ted Baker Eyewear is both quirky and distinctive, and demonstrates the highest level of craftsmanship. From smart, everyday glasses with an exciting edge, to the perfect pair of shades to catch that summer sun, these products draw their inspiration from the spirit of Ted – stylish, original and, like life, never to be taken too seriously.

Fragrances

Bringing his irreverent touch to fragrances, Ted created his first fragrances in 1998. From the ground-breaking ‘Skinwear’ for men, to successful fragrance collections including Woman, XO and X2O (for men and women) and Ted Baker body products (Bodywear), these designer fragrances, body and beauty products are instantly recognisable by their unique eye-catching designs – and capture the essence of Ted.

Footwear

For the man who wants casual shoes with a bit more flash, to the woman who looks for exquisite detailing that raises the collection far above the average foot fodder, Ted Baker’s footwear collections are sophisticated, bold and full of quirky charm… and always one step ahead of the pack.

Watches

Offering both a sense of humour and real individuality to the world of watches, Ted Baker timepieces are held in high regard. With their quirky detailing (e.g. asymmetrical cases, unique use of colour) and thoughtful attention to detail, they ooze both personality and true quality.