When In Rome

THE BRIEF
Take Ted to Italy. Ted Baker is a brand that is synonymous with attention to detail and focus on quality. Promote the brand and take British fashion and culture to an Italian audience.

BACKGROUND
Everything produced under the Ted Baker name has his personality woven into its very heart. Ted Baker is a renouned British fashion label that initially started off as a shirt specialist in Glasgow. From the very start Ted Baker has had the ethos of paying attention to quality and producing high end stylish designs.

CONSIDERATIONS
Consider the ways in which British culture has not yet been applied to Italian fashion. Take into account Italian culture when creating and designing a concept to ensure that it is successfully perceived by the target audience. Consider the relationship between format and content when designing the publication. Explore the ways in which current fashion brands carry concepts across different media.

DELIVERABLES
Create a concept that can be applied to the following three media: Produce a publication that educates the audience about British culture and raises brand awareness for Ted Baker. Produce packaging that also promotes Ted Baker as a brand and is also relevant to retail. Consider how these designs can be applied to design for web.

TARGET AUDIENCE
This should be targeted at stylish, confident, down-to-earth men and women aged 25- 35... but always young at heart. Working professionals, with a disposable income, people who are willing to pay more for high quality. People with an interest in fashion, especially high quality, yet simplistic design. The audience will form a loyal relationship with Ted based on the sustainability and quality of the products.

TONE OF VOICE
Educational and formal, with a strong element of sophistication. The audience should be persuaded to buy into the brand and British culture and lifestyle within fashion.

TED BAKER: WHEN IN ROME COLLABORATIVE//OUGD503 REWRITTEN BRIEF

As Ted chooses not to advertise, he must do everything he can to support the collections in a more consistent, different and fun manner. We hope youll agree our new no ordinary designer website does this down to a tee. Ted Baker is one of the fastest-growing leading lifestyle brands in the UK. The collections have expanded rapidly since its beginnings as a menswear brand in Glasgow in 1987.

Today Ted Baker offers a wide range of collections including: Menswear, Womenswear, Global, Endurance, Accessories, Fragrance, Skinwear, Footwear, Eyewear and Watches. Ted Baker has a portfolio of stores in the UK and the USA and is also present in leading department stores. After signing three new territorial license agreements in 2006 and initially opening stores in Hong Kong, Singapore and Dubai we've continued our expansion in 2007 with the opening of a further store in Hong Kong, Singapore, Bangkok, three in Kuala Lumpar and two each in Dubai and Jakarta. We also have locations in Taiwan and Bangkok.

Having launched as a shirt specialist of some repute in Glasgow Ted Baker quickly became the place to buy some of the very best contemporary mens shirting around. From the beginning Ted has had a very clear, unswerving, focus on quality, attention to detail and a quirky sense of humour, so much so in fact that the first stores used to provide a laundry service for every shirt purchased something that gained the quickly growing brand the title of No Ordinary Designer Label. Everything produced under the Ted Baker name has his personality woven into its very heart.

As you would expect from Ted, the approach to marketing the brand remains the same as it was from day one primarily by word of mouth and out of the ordinary marketing. What other brand would give away Paxo stuffing at Christmas, a can of chocolate bunny hotpot for Easter, or even special world-cup 2006 football cards, Roy of the Rovers style? Ted remains one of the only brands to be built into an international designer label without an advertising campaign.

RESEARCH LINKING TO IDEA:

As this is a brief on Ted Baker we decided to do some in depth research into the brand, its ethos, style and target audience. This is all backgroud research that is going to aide us when creating a concept that can be succesfully used across three different types of media, introduce its unique cultural style globally and raise brand awareness. We looked into the history of Ted Baker, what the brand does on an international level, the brand and style of clothing and the lifestyle that is sold with it, making an appeal to its target audience.

TED BAKER: WHEN IN ROME COLLABORATIVE//OUGD503 ABOUT TED BAKER

PUBLICATION INSPIRATION
We want to design a stylish, sophisticated publication that combines a section of British culture with Ted Bakers fashion and clothing collection. We want to keep the design simplistic and minimalist to immitate a high end fashion magazine such as Vogue. Photography will be our main focus to make up the book, with a selction of classic British icons, film scenes and fashion. The second part of the look book will include images of models wearing the Ted Baker range and photographs of the garments including prices.

TED BAKER: WHEN IN ROME COLLABORATIVE//OUGD503 PUBLICATION DESIGN

As part of our research, we looked into British fashion and its icons such as Kate Moss. We will also research British fashion brands that are considered to be Ted Bakers competitors such as French Connection. Our audience will be fashion conscious and aware of current fashion trends, and will also an interest in reading high fashion magazines such as Vogue.

TED BAKER: WHEN IN ROME COLLABORATIVE//OUGD503 BRITISH FASHION

Italy is one of the leading countries in fashion design, alongside others such as France, USA, Great Britain and Japan. Fashion has always been an important part of the country's cultural life and society, and Italians are well known for their attention of dressing-up well; "la bella figura", or good impression, remains traditional in the Italian way of living!

Examples of major Italian fashion houses are: Gucci, Armani, Emilio Pucci, Valentino, Prada, Dolce & Gabbana, Ferragamo, Roberto Cavalli, Trussardi, Versace, Krizia, Etro, Miu Miu, Laura Biagiotti, Max Mara, Fendi, Moschino, Missoni, Bottega Veneta, Benetton and Brioni (fashion), to name a few. Italy also is home to many fashion magazines, such as Grazia, Vogue Italia, Amica, Flair, Gioia.

As we are taking Ted Bakers British cultural style and fashion over to Italy we thought it would be wise to make the products appeal to our target audience. With this in mind, and italy being one of the leading countries in fashion, we have decided to design the products in a way that has a sense of Italian style and class, with colour, stock and layout, however has a strong British theme running through as to successfully carry through Ted bakers unique British culture and fashion.

TED BAKER: WHEN IN ROME COLLABORATIVE//OUGD503 ITALIAN FASHION