Activation Commerciale

(Author : retail design world)
Ted Baker has introduced a series of interactive store windows at its Regent Street store in London, as part of a ‘Keeping up with the Bakers’ campaign.

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Developed by Nexus Interactive Arts, the windows encourage passers-by to immerse themselves in the world of the fictional Baker family. By placing their hands onto palm print window sensors, ‘peeping Toms’ will be photographed as they are caught in the act of peering into the Baker’s home. The image is them composited into an element of the display, which includes a TV screen, a window and a portrait on the wall. The image is also posted on Ted Baker’s website, from where customers can share it to social media.

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The windows also use Whispering Windows technology that effectively turns the window into a speaker, letting passing pedestrians hear sound effects from the window displays.

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(Author : Sandra Halliday)
UK fashion retailer Ted Baker has continued its tradition of creating unique and quirky ad campaigns with a new shoppable film called Keeping Up With The Bakers, based on a sitcom format and an obvious play on Keeping Up With The Kardashians.

Ted baker unveils shoppable film with Baker family 'sitcom'

The film follows up its first shoppable video, which debuted last year as a pastiche of Mission Impossible, renamed by Ted baker as Mission Impeccable. But the new season takes tech functionality and interactivity much further. The new cinematic sitcom for SS17 focuses on a fictional family in a picture perfect (almost Stepford Wives-like) suburb with the  seemingly-perfect family hiding  plenty of secrets. It is airing on the brand’s own website as well as on the Asos website in the UK and on Nordstrom’s site in the US.

But its presence on social media and in stores is also key. In a move on from the approach taken for Mission Impeccable, Instagram Stories becomes the “gossip channel” for the campaign. That means daily episodes running for eight days and revealing more about the various Baker family members. Shoppers can click though a selection of different TV channels in Instagram Stories to find more content and Ted Baker said it is the first brand to use the Instagram feature in this way.

The company has around half a million Instagram followers but the campaign is also being seen on the brand’s other social media channels, including YouTube and Facebook, with content unique to each.

Virtual reality is a big part of the new campaign too with the brand using 20,000 Google Cardboard VR headsets to bring a 360° film to life in its stores. This is being backed up by interactive window displays in some key locations so passers-by can create a picture of themselves that they can insert into the film and create a shareable gif. However, the VR version of the film will not be shoppable.

It was all created using a number of specialists in the tech and marketing field with Ted Baker working through digital agency Poke and using photographers Crown & Owls. The shoppable film was shaped by Happy Finish and Wirewax and the interactive window by the Interactive Arts Division of Nexus Studios.

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(Author : retail in asia)
Affordable luxury brand Ted Baker has opened its newly renovated Tokyo flagship store, as well as two new shop-in-shops within prominent department stores.

Ted Baker reopens Tokyo flagship, bows two concessions

Located in the Japanese capital’s hip Omotesando district, the newly developed Ted Baker store has moved into a 4,500 square foot space. Previously the home of Marc Jacobs, the outfit spans three floors and houses the British brand’s latest fashion and accessories offerings, including a men’s bomber jacket and a women’s lace jacquard dress, designed specifically for the Tokyo store. The boutique sits just off its former flagship spot, which it opened in 2012, before closing it for renovations last October.

The redesign, which boasts wall panels inspired by computer circuit boards, technical blueprints, steel and brass, marks a significant retail shuffle in Asia for Ted Baker, in which the fashion chain hopes to present British style that is inline with Japanese taste.

“We have been expanding our business in Asia over recent years, particularly in Japan,” Ray Kelvin, the founder and chief executive officer of Ted Baker, told WWD. “Our team have been proactively promoting the brand and raising awareness through multiple pop-up locations in Tokyo.”

In mid-February, Ted Baker also opened a corner at the Takashimaya department store in Nagoya, and a corner at the Marui City department store in Yokohama just two weeks later. “We will continue develop on the success in Japan, and we’re always on the lookout for new opportunities,” he said. “We’re cautious, thorough, and it has to be right.”

Which is why the fashion chain has no plans to launch a Japan-dedicated platform in the near future, said Kelvin. Currently, Ted Baker is only available online in Japan through the multi-brand site Zozotown.

The UK-based Ted Baker saw holiday sales rise 17.9% over the eight weeks to January 7. Ted Baker cited a surge in e-commerce sales, both domestically and abroad, for the gains, with e-tail sales up 35%.

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(Auteur : Olivier Guyot)
En 2007, Google révolutionnait l’approche traditionnelle du plan de ville en créant Street View aux Etats-Unis. Depuis les véhicules munis de caméras sillonnent les rues américaines et européennes afin de prendre des photos à 360 ° des rues. L’internaute peut ainsi « visiter » virtuellement les villes sans quitter son écran d’ordinateur.

Ted Baker teste le magasin physique virtuel

C’est la même technique qu’applique aujourd’hui Ted Baker dans son nouveau magasin Ted Baker & Moore qui a récemment ouvert au 132 Commercial Street à Shoreditch, à Londres. Le magasin, qui existe donc réellement, présente aux clients physiques les collections textiles de la marque mais aussi une sélection d’accessoires, de maroquinerie, de gadgets et de produits surprise, comme des vélos. Sur un site internet dédié les consommateurs peuvent découvrir les recoins du magasin et peuvent aussi, en cliquant sur les produits, accéder directement à une fiche produit détaillée. Si le client souhaite acheter, il est ensuite renvoyé vers le site marchand de la marque.

L’expérience virtuelle est intéressante mais reste à affiner. La navigation n’est pas forcément totalement intuitive et tous les produits ne sont pas encore proposés à la vente. On peut s’interroger aussi sur le poids du process de prises de vue et de référencement de l’offre à chaque nouvelle mise en place dans le magasin.
Toujours est-il que l’initiative interpelle et devrait capter des consommateurs ne connaissant par les magasins et les adeptes de nouvelles expériences numériques.

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