Creative Review Name: Rana Fathan Marsyafira Student ID: 17096134 Chosen Brief: TED BAKER Precis of the Brief What is it intending to achieve? Expand Ted Baker to a new country with a campaign that introduce and translate Ted’s unique British culture, while still considering the culture of the proposed country. The campaign must engage with the customers but most importantly it must reflect Ted Baker’s eclectic and whimsical brand personality. What do we want the audiences to do? To visit the Ted Baker store, shop, and share their experiences online and offline, and thus increase Ted Baker’s brand awareness in the proposed country. What do we want the audiences to think? Coming out of the store, audiences will get a sense of the British culture and have a deeper appreciation of their own culture. How are you going to do this? Through localization - instead of just presenting British culture in the campaign, the campaign will merge British culture with the culture of the proposed country. This way, the campaign becomes more relatable to the local audiences, increasing the chances of the brand being more accepted in the proposed country. Generated Idea Chosen country: Indonesia Specific location: Grand Indonesia Shopping Town, Central Jakarta Jakarta is well known for its megamalls and Grand Indonesia is a favorite for both locals and tourists visiting. The mall is located right at the center of central Jakarta and locates all types of brands from luxury to high street. Visitors can easily access the location as the mall is located near all transport links. Why Indonesia? While Ted Baker already has two stores in Jakarta, expanding a store there remains a great idea as Razdan et al. (2013) argue that ‘by 2030, more people will join the consumer class in Indonesia than in any other emerging nation except China and India’. I am proposing this store to be the Ted Baker flagship store in Jakarta. It will be different than the other two in terms of size, product availability, and store experience. Compare to other international brands available in Jakarta such as Kate Spade, Karen Millen, or Zara, Indonesian’s brand awareness towards Ted Baker is rather low. A new store with engaging experiences could change this. Description of Generated Ideas Store Theme In response to the brief, a concept I have come up with for the store campaign is the juxtaposition of time. The basis of this concept is the uniquely contrasting view British and Indonesians has in regard to time. British people are known to view time as precious (Lewis, 2014), and thus the people are very punctual. In contrast to the Indonesians who view time at rather their own pace.
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Expanding from this notion, the concept juxtaposition of time can be viewed in different ways other than in terms of punctuality, such as: - Day or night - Summer or winter - Old or modern The store aims to represent this. Particularly the store will represent the juxtaposition of old and new/modern through the theme of an old historical town, one that Britain is known to maintain. For metropolitan-living people, such as those who are living in Jakarta, these kinds of old towns with its historical and rather medieval architectural is a sight that they hope to see in the UK. These kinds of architecture are viewed by tourists as a cultural icon of Britain. ‘They offer a fascinating reflection of the rise and fall of medieval Britain and the cast of knights, kings and queens which populated it’ (Jessop, 2017). The juxtaposition of the old and new is represented here through the placing of a vintagethemed store in a highly modern shopping center. This unique contrast will differentiate the store to other stores present in the shopping center, and thus will encourage customers to visit. In addition to representing the rich British heritage and identity, the theme of old town is also chosen for the following reasons: -
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A stone throw away from the proposed store location is the Jakarta Kota Tua (which directly translate to Jakarta Old Town). It is the only area in the city to experience the old Jakarta, where Dutch-influenced colonial buildings remain and traditional performances are still performed. The Ted Baker store hence will take great inspiration from the Jakarta Kota Tua. Taking in the factor that Indonesians highly value their traditions and local culture, placing the theme of historical town in a modern location implies the preservation of heritage and respect to the earlier eras where these values and norms that Indonesians hold so deeply first emerged.
British old town
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Jakarta Kota Tua & Batavia (Old Jakarta)
As the Jakarta Kota Tua is heavily inspired by European architecture, there are a few similarities that can be found between Indonesian and British old/historical towns, such as: -
Buildings are structured all close together
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Buildings are prominent for its windows
(Left: British, Right: Indonesian/Jakarta Kota Tua)
As the store aims to merge the two old towns, the setting of the store will be the British old town streets but decorated with components usually found in an Indonesian old town such as hawker stalls, wayang puppets, etc. (explain in upcoming sections). Store Design and Components The store will be designed to resemble a British old town street. All around the store, the walls will be painted or covered in pictures of old British colonial buildings, such as pictured below:
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Components that will be showcased in store are inspired by the Jakarta culture or traditionally found in a Jakarta Old Town, which are as follow: 1. Rubber Time Clock The term ‘jam karet’ which translates to ‘rubber time’ is a phrase that Indonesians use to describe themselves. This term implies how Indonesians see the time in a very relaxed fashion, as if the time is a stretchable matter. Taking inspiration from this, the store will showcase an antique long tall clock that will be designed to resemble a smaller version of the Big Ben. However, the round watch part of the clock will pop out hanging from a rubber-like spiral.
Rough sketch:
2. Wayang Puppet on Glass Cash Desk Aside from being known for its vintage architecture, the Jakarta Kota Tua is also known for performing traditional theatre and art such as the wayang puppet. Wayang are threedimensional puppets created from wood, dressed in traditional Indonesian clothing, that are controlled to tell a story by imitating the movement of a human’s dance. For the store and to represent the British culture, the puppets will be dressed in smart clothing Ted Baker are known for, such as suits for the men and a-line dresses for the women. These puppets will be showcased on the glass cash desk, which every Ted Baker are known to have. The puppets will be positioned as if they were queuing as a quirky trait British people are known for is that they love to queue.
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Rough sketch:
3. Hawker Clothes Rack Even until the present era today, the streets of Jakarta are known to be filled with hawker stalls, usually use to sell food. These hawker stalls are especially relevant to the store theme as Thamrin Street, where the store is proposed to be located was the central for business trading; sellers used to come to the area with these hawker stalls to present their goods. For the store, instead of conventionally selling or presenting food, the hawker stall will be modified a bit and act as some of the clothing rack in the store.
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Rough sketch:
4. Lighting As the proposed store theme is set on the streets, the setting will be designed to imitate the outdoors. The ceilings hence will be blue to resemble a clear blue sky. Hanging from the ceilings will be white lantern lamps with Batik-pattern cut out. Batik is an Indonesian textile, usually used for clothes and homeware. Batik patterns are known for its whimsical floral-like prints, which I found to be very similar to the patterns Ted Baker used on their clothes. These Batik-cut out white lantern lamps will act as clouds in the store.
5. Shoe and Bag Display
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A prominent feature for old colonial buildings are the windows. These windows are the ones that decorated and make the buildings unique. For the shoes and bag section of the store, one of the old buildings from the wall background will pop out. The shoes and bags will be display on the pop-out building, specifically on each of the windows. The building will alternate between British and Indonesian windows. British windows on old colonial buildings usually have a balcony, while Indonesian windows have doors outside the window that act as shutters. Rough sketch:
6. Virtual Fitting Room Mirror
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Using the power of augmented reality, the store will feature a big smartphone-like screen (usually found in shopping centers for directory) which has a camera. With this device, consumers will be able to “try on” the Ted Baker product they want without having to physically try it. The system works like a snapchat filter, however instead of detecting the face, it will detect the consumer’s whole body. With the device, consumers can snap themselves trying the product virtually and share it to their social media pages, asking their friends whether to buy the item or not. The screen will also work as a photo booth – customers can take a picture of themselves with an old town setting background and get the picture directly email to them. The integration of augmented reality service has a high probability of being effective as Indonesians are known to be very tech savvy ‘due to its obsession with the Internet and its incessant smartphone usage’ (Varinata, 2015). Indonesians ranked fourth in the world for Facebook usage, and fifth for Twitter (Talbot, 2016), hence a technology and social media-based campaign will be the best way to attract the Indonesian citizens. The idea that the service being the first ever available in Indonesia also increases the chances of experiences being shared. Store Window The store window will draw upon the same concept of the store that is the juxtaposition of old and new. As the store window is the first contact customers will have with the store, it will give customers expectation of what they will see or experience inside the store. The store window will have a similar background as the store walls, which is a picture of British old colonial buildings, however in the form of black and white drawing. The floor of the store window will also be a black and white drawing of the street floors. The mannequin will be styled as if she/he is walking down the street; they will be wearing bright and popping colorful outfit. This is done to emphasise the juxtaposition of the old setting (black and white background) and the modern day (colorful mannequin). The ceiling of the store window will be blue to represent the sky with white batik lantern lamps hanging from the top acting as clouds, just like what would be found inside the store. The copy ‘stroll down memory lane’ will be placed as a sticker on the window front.
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concept board:
Stroll down memory lane
Poster for store opening announcement/promotion As one of the mandatories for the brief is for the campaign to work ‘across at least three different media’, store announcement and promotion will also be executed through a poster, which would be posted on Ted Baker’s social media pages, billboards in the city center, as well as public transportation ad spaces as a way of letting people know that the new Ted Baker store is now open. The poster will feature the centerpiece of the store that is the Jam Karet Big Ben clock as this was the basis idea to the store concept of old town and overall juxtaposition of time theme. Moreover, the Jam Karet clock also presents a fusion of British culture, shown through one of its famous landmark that is the Big Ben and Indonesian culture, shown through the rubber time visualisation. The copy ‘don’t be late for Ted’ is a subtle satire to Indonesians as they tend to always be late, hence the jam karet (rubber time) slang. Design of poster:
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Ad placements of the poster:
Description of market Ted Baker Brand Essence
The Core Audience – While Ted Baker is ‘not one to ‘pigeonhole’ its customers’, it is still important to understand its core audiences so that campaigns are effectively reached.
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The core audience of Ted Baker is 23-34 year olds male and female. This age category is comprised of young professionals with an adequate income. As this age category fits right in between adolescent and adulthood, those at this stage are often an adventurous bunch who are “young at heart” and aren’t afraid to take risk. 25-34 year olds are keen to new experiences. They made up the largest percentage of social media users and online purchases (McGrath, 2016). They can be classified as both tech and fashion savvy; their common usage of social media increases their awareness to the latest fashion trends and also the it brands. In terms of buying behaviour, according to McDevitt (2013), over half in this age group state that they will buy a brand if it fits with ‘who they are, what they like and how they do things’. Personal experiences and personal utility are also significant for brands. The current biggest trend in this age group is the interest in entertainment and popular culture (McGrath, 2016). This group are driving the digital revolution in entertainment - on an average day, they devote over an hour to watch online TV. Videos or simply references to the popular culture are thus important when trying to engage with the core audience. This age group suits well to Ted Baker’s personality as they like to have fun and don’t take themselves too seriously. The Indonesian Customers – Characteristics according to Razdan et al. (2013): 1. Family-oriented 2. Risk-averse 3. Brand loyal The Indonesian urban consuming class are mostly situated in Jakarta. They are young and growing, in fact, are ‘one of the fastest-growing consumer markets in the world’ (Razdan et al., 2014). A cultural factor that certainly has an effect on Indonesians’ buying behavior is the country’s high factor of collectivism. This means that each individual care more about their identity as a collective group; they will most likely follow the crowd in terms of trends. However, even so, in the recent years, there is a significant growth for the affluent class. They are financially savvy and appreciate the value of indulging and rewarding themselves with new products or buying premium/luxury goods. A majority of the consumers trust Indonesian companies, they are in favor of local brands as they feel that these brands truly understand them. Razdan et al. (2013) emphasizes that ‘it’s the perception of being local that matters’, hence for international brands to succeed in the Indonesian market, they must do a bit of localization, such as understanding the values that makes Indonesians feel like an Indonesian. In terms of trends, social media is the number one thing everyone is doing and buzzing about. Indonesians are among the highest users of social networking sites in the world. Even so, social media is use more as sharing platform rather than buying. Commercial activities such as online shopping and online banking have low penetration. They simply don't trust online shopping yet, and they worry about payment safety, lack of sales support and unreliable quality (Razdan et al., 2014). Previous campaigns Because Ted Baker never advertise the traditional way, campaigns are very interactive and always try to encourage the participation of the customers, thus increasing the word of mouth and widening its audiences. Campaigns are mostly executed through social media, store windows, packaging, and the store experience itself.
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The tone of voice is predominantly witty and fun while still exuding a sophisticated, highclass undertone. As Ted Baker ‘never [takes] itself too seriously’, campaigns can be described as rebellious, in the way that its out-of-the-box and outside the spectrum of conventional fashion editorials. In an interview with Mortimer (2013), Ray Kelvin state that he prefers people discovering them rather than ‘pushing it into their faces’, he further states that it’s all about ‘[giving] the customer exactly what they need, not what they necessarily want but make them think they did. They'll thank you for it and trust you forever’ (You&Us, n/y) Previous stores British is a key component of Ted Baker’s identity that are significantly feature in every store. Each Ted Baker store represent both Ted’s own personality and style but at the same time, also reflecting the culture/the personality of the consumers of where the store is located. The stores represent Ted’s quirky personality and pays great attention to detail. Ray Kelvin states that he wants Ted Baker stores to be a kind of ‘retail theatre’ experience, one that is memorable to the consumers (Balmford, 2016). Chosen strategy The basis of my strategy was heavily inspired by John Stezaker’s artwork, which are based on the concept of juxtaposition. He states that by combining two pictures with no relation to one another, a new meaning or a new story is given to the picture, often more meaningful than its previous state.
(John Stezaker’s work)
As there aren’t many cultural similarities between Jakarta and Britain, my strategy was to merge the two contrasting cultures and create something unique that both Indonesians and British people can relate to. Through the concept juxtaposition of time, I got to pay respect to British and Indonesian heritage in a fun less-serious manner. My strategy to place an old town setting in a modern location to a great extent is a representation of preserving culture, which as previously mentioned, is something that Indonesians care deeply about. By doing this, it also shows Ted Baker’s humbleness, that while the brand is forward-thinking in many ways they are not forgetful of where they started. Furthermore, while the store theme takes back to the olden days, my strategy is to create balance and still be mindful of the trends in the modern era. Hence, a VR mirror is integrated in store considering technology is a big trend for Jakarta locals today. Further research conducted by Litzsa et al. (2017) shows that visitors are more likely to spend more time in store that offers a unique AR experience; similarly, Retail Perceptions predict that 40% of shoppers would be willing to pay more for a product if they were able to test it through AR. Proposition & Key Response
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The proposition underlying the theme juxtaposition of time is ‘old in the new’. It is the proposition as it represents my strategy of creating homage to the earlier eras at a presentably contemporary time. The key response I want customers to feel after stepping into the store is a nostalgic feeling that would elicit an appreciation of heritage and culture that often tends to be forgotten in the modern day. Justification I chose the theme of old town for the store campaign as research by Razdan et al. (2013) indicated that a dominant unique trait of Indonesians is their strong appreciation with cultures, traditions, and everything associated with the value of ‘local’. Because of this trait, the majority of Indonesians prefer to buy local brands because they believe these brands understand who they are – their collective national identity. Through the theme of old town, Ted Baker will be able to show their understanding of the Indonesian culture by decorating the stores with components Indonesians are already accustomed of while at the same time, giving a unique experience and introducing the British culture by giving the traditional Indonesian components a Ted Baker twist. I chose cultural references from both countries that are unique but are quite common so that visitors could recognize/decode it easily. Possible platforms As Ted Baker doesn’t do the conventional advertising through press or tv ads, this campaign will be spread out through the following platforms • social media pages (including the mall’s social media pages as well) • ambient advertising -> place on public transportation ad spaces, stairs in the mall, the mall lifts, and stickers • Below the line advertising -> cooperate with trendy Indonesian blogs such as jakartago.com, neighbourlist.com, manual.co.id., coconuts.co.id. Those who subscribed to these blogs’ email will get information first. Factors which may impact on the campaign
(Source: www.hofstede-insights.com) A significant difference between British and Indonesia is definitely the culture. By comparing both cultures with the Hofstede’s cultural framework, it could be suggested that Britain and Indonesia have quiet opposing cultures, especially in terms of individualism, power distance, and indulgence. Ted Baker’s emphasises the British culture of individuality in terms of being
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a unique self, selling this idea to the Indonesian community may not work as they care more about their identity as a collective. Furthermore, despite being a country with a vast number of Internet and digital users, Das et al. (2016) found that the Internet quality in Indonesia is relatively low compare to other countries. As virtual and augmented reality services/products depend heavily on the Internet, there is a possibility that the services could lag or sometimes doesn’t work.
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