Earlier in the autumn, Suit Direct unveiled a limited-edition Ted Baker collection inspired by the Netflix show The Gentlemen.
The six new looks were influenced by “country estates and British style”. Each of the looks uses an autumnal colour palette of jewel tones and earthy shades.
‘Perfect Collaboration’
Nicola Barker at Suit Direct explains that the opportunity felt like a “perfect collaboration” for the retailer as both The Gentleman TV series and the Ted Baker brand share a strong British hertiage.
She says: “In that respect, it was an easy decision and I’m really proud of what we have created”.
“It’s important to capture the essence of the collaboration, in this instance, the Gentlemen while keeping the integrity of the brand of Ted Baker. That’s why collaborations must be right for the brand, otherwise it becomes a tough sell. In this case, the story telling of the series and the brand sits in complete harmony.”
Barker highlights that the series is “all about the juxtaposition of the refined vs the feral (the criminal underworld)”, so when it came down to creating the collection, the brand made sure to select the most premium cloths and used “sophisticated wide lapels”.
Suit Direct also made sure it had hidden details such as the under collar T printed Melton or the printed internal lining which used motifs that referenced the series such as tigers or boxing gloves.
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She adds: “We also made sure we captured key tweed cloths in the range, to really reinforce the British aristocratic sensibility. Ted Baker is all about the wit and attention to detail, so again, this felt like a perfect partnership.”
“This collection was designed to attract the modern man, who wants his tailoring to have personality. Again, this is the sophistication and quality our customer expects, but with a little extra dose of wit.”
Real world experiences are ‘relatable’
To accompany the collection, Suit Direct partnered with Selfridges to launch a limited time pop-up. Barker explains that the pop-up was an “important opportunity” for the brand because Selfridges is “a luxury retail experience and the synergy felt right for Ted Baker as a premium brand”.
Barker adds: “Real world experiences are hugely important and makes things very relatable. It also gives the customer exclusivity and access into a world they want to be part of.”
Alongside its physical activation, the brand utilised social media.
Barker says: “It plays a huge role in the story telling and it essentially becomes that bridge between the fiction of the series that comes to life in a tangible collection you can wear. You don’t have to be a die-hard fan of The Gentlemen, this is a relatable collection that simply celebrates British heritage.
“I feel it also captures something more than just a suit for our customer, it also taps into the cultural relevance of the world of The gentlemen and opens opportunities in broadening the appeal of tailoring.”
Ted Baker launched Ted Baker Tailored; a new store concept that can be found in the City of London at 155 Fenchurch Street. The new collection can be found at the store as well as in a select amount of Suit Direct stores. It can also be found online at suitdirect.co.uk.
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