Ted Baker’s Got Style
The men’s fashion line knows how to make my wallet perform a flip. I often amble through the Nordstrom flagship and take a peek at the latest from Ted Baker before continuing onward to catch my train. Today was no different. The British brand has a sensitivity to detail I admire, while a tasteful mingling of bold and old-fashioned nostalgia proves that artistry and fashion are two inseparable allies. It’s especially impressive for a global brand that is relatively affordable for the design and quality.
Which makes me wonder… who is Ted?
Ted Baker is actually Ray Kelvin, a fiercely original CEO who rarely shows his face in public and refuses to market his clothing line in traditional ways. He hates email. Twitter is an outrageous act of ecommerce desperation. According to the Ray Kelvin code, clothes should be touched and handled before purchase.
Ray Kelvin is an enigma. But that doesn’t mean he isn’t forward thinking in terms of how people communicate, or how marketing can positively impact his brand. For Ted Baker, the future is a what he calls a “shoppable film.”
From the original site:
Mission Impeccable is a story of 1950s espionage. Styled accordingly, it follows the tale of T.E.D, enigmatic leader of his eponymous agency (played by the founder and CEO of Ted Baker, Ray Kelvin), deploying some of his best spies to “prevent a couture catastrophe” at the hands of a villain known as The Needle. Viewers-turned-customers can poke around the Ted Baker home, reveal hidden content, and purchase the collection as worn by the characters. And it’s all weaved seamlessly into the narrative.
Ted Baker does not advertise on TV, and for brand director Craig Smith, it was key to make the best use of the brand’s investment in the online film. Prior to "Mission Impeccable", the brand tended to focus on still imagery for its campaigns but, at the behest of founder Ray Kelvin, it is moving more towards film.
In this modern age of retail disruption, Ted Baker remains committed to the traditional human experience. Ray Kelvin wants you to get in your car and drive to the store. Then touch, feel, and try his clothes on before you buy. Interact with an expert who can guide you. Ted Baker is selling a boutique experience in a world with free shipping both ways.
Ray Kelvin, filmmaker, will continue to let his values and style do the talking.