Ted Baker- Augmented Reality App

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BA (Hons) Fashion Marketing
Futures and Innovations
Unit Leader: Sharon N. Hughes
13405708
Unit Code: FU001433
Year of Study: 3rd Final Year Term 1
Word Count: 2617

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Content
1. Executive Summary
2. Brand Brief and Proposal Rationale
3. Situation Analysis
4. Consumer Research
5. Situation Anaylsis
6. Customer Research
7. Objectives
8. Concept
9. Tactics
10. Actions
11. Finance Planning
12. Control
13. Bibliography
14. Image Referencing
15. Appendix
I, (13405708) certify that this is an original piece of work.
I have acknowledged all sources and citations. No section of this essay has plagiarised.
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1 Executive Summary
Image 1: Mr. Baker
This fashion technology proposal suggests a new digital re-
tail concept to Ted Baker. A quintessentially British fashion
brand which is best known for its style, glamour and high
quality. The brand has laid down the foundation for high-
end fashion in the UK. This project deeply looks to utilise a
potential technology to create an innovative, creative and
viable shopping experience that is beneficial for Ted Baker.
This proposal also investigated the fashion company in the
form of an audit from an objective perspective. Through the
internal and external research process, this proposal will
produce a potential augmented reality app called Keeping
Up With The Bakers. This app will keep the same name as
the previous successful campaign “Keeping Up With The
Bakers” because it is a continue version of its campaign.
The objectives of this app, based on the brands’ key touch
points, technological innovation and brand reputation. The
report will analyse the customer journey, costs, promotion
and control.
The AR app is aimed at current existing customers at Ted
Baker, who have a busy life between work and family, they
do not have much spare time to shop in the physical store.
Launching in June 2018, the AR app will be available on
App Store and Google Play for free.
Promotional tools such as newsletters, online advertise-
ment, multi-channel social platforms and working with dig-
ital influencers such as Megan Ellaby, Josephine Fear and
Quyen Mike will be primarily used to promote the brand
new AR app and conduct effective customer engagement
with Gen X and Millennial.

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2 Brand Audit
Image 2: Mrs. Baker

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2.1 Brand HIstory
Image 3: Mrs. Baker

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2.2 Brand Function
Image 4: The Bakers
Functions Personality and Image Differences Source
Ted Baker is a quintessentially British
fashion brand which is best known for
its style, glamour and high quality. The
brand has laid down the foundation for
high-end fashion in the UK.
- They market themselves as a global
lifestyle brand which ideal for the
mid-20s - mid 40s aged group (Millen-
niums).
- The brand offers a wide range of
collections including menswear, wom-
enswear, Accessories and everything in
between.
- They have their own website, blog
and social platforms in order to com-
municate with their target audiences.
- Ted Baker framed themselves as
high quality, design detailing and
distinctive use of pattern and colour.
- The company’s unconventional
fashion approach and irreverent
sense of humour deliver something
extraordinary to its target customers.
- The brand has been something
of an enigma; travelling around the
globe. (Ted Baker, 2017)
Unlike of other brands, Ted Baker mar-
kets its brand through word-of-mouth
and out of boundary campaigns.
- Apart from fashion and accessories,
the brand also has a large range of
collection and products in their
company such as bedding, crockery,
eyewear, luggage and stationary etc.
- Store design is one of the most
distinct differentiators of the brand. The
brand has customised, individualised
stores which never be boring and give
customer surprising sensation to its
customers.
- The brand also cares about cus-
tomer experience. In-store interactive
installations enhance the company
spirit of retail entertainment.
- The company has always done con-
sistently well is move the actual brand
aesthetic on season by season.
According to tedbakerplc.com the com-
pany’s strategy is to become a leading
global lifestyle brand, based on three
elements:
1. Considered expansion of the Ted
Baker collections.
2. Controlled distribution through re-
tail, wholesale and licensing.
3. Managed development of overseas
markets.
- Their aim is delivered by the pas-
sion, commitment and skill of their
team, licence partners and wholesale
customers.

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2.3 USP
Ted Baker continues playing on its British heritage, especially in its design, prod-
uct and campaign. (Retail Week, 2012) The brand has emphasised the impor-
tance of product quality and unwavering attention to detail. It never be boring
to its customers, breaking up the boundaries with customised and individualised
ideas.
In order to meet customers’ expectation, the brand keeps reviewing collections
continually to ensure the company reacts to trends. The company continued
geographic expansion with openings across the world and it continues to invest
and build brand awareness in newer markets for the long-term development of
the brand which make another success in the business. (Ted Baker Plc, 2017)
A good business sense is also a USP, the company the global e-commerce is
an integral and increasingly important component of Ted Baker retail proposi-
tion and has performed very well, delivering strong sales growth of 35.1% to
£72.3m. (Ted Baker Plc, 2017)

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2.4 Brand Identity Prism
Image 5: Mr. Baker

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3
Proposal Rationale
Image 6: The Bakers

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Proposal Rationale
In the recent fashion industry, fashion brands have started using
technology in in-store in order to provide a different shopping
experience. Today’s consumers are busy and impatient. 53% of
people will abandon a mobile site if it takes more than 3 seconds
to load. (Think With Google, 2017) When they have a question
about a product, there is no one longer accept to wait for the
answer because they will turn to the next competitor who is ready
to provide services and better options.
An experienced marketing expert, Alibhai (2017) mentioned
about people are buying on mobile websites and apps a lot more
(up 47% from last year). (Mycustomer.com) As a result, an app
could be a useful tool to Ted Baker as people tend to purchase on
apps and mobile devices are also commonly used to search prod-
ucts on the go and to make purchases. An app can also quickly
answer people’s questions because it provides product details and
information.
Augmented reality is a potential trend with good business reve-
nues. Looking at L: SN (2016), augmented reality revenues from
mobile phone apps worldwide are expected to reach £1.6bn by
2017, according to ARC Chart.
Most of the Ted Baker target customers are having a busy life
between work and family, they do not have much spare time to
travel to the physical store and spend a long time in the store for
picking products and lining up for fitting. New technologies such
as augmented reality make it even easier for shoppers to get a
feeling for the product online, allowing them to see the products
as if they were in a physical store. (Alibhai, 2017) Augmented
reality apps can solve the problem of people do not have time to
shop and reach better business revenues. Furthermore, The Retail
Playbook 2020 states that create more meaningful shopping
experiences by allowing shoppers to connect digitally is crucial.
Augmented reality apps can provide an entertaining memorable
shopping experience and take customers to enjoy a higher level
of technology which helps Ted Baker remains relevant in today’s
digital environment.
Image 6: The Bakers

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4 Competitor Analysis
Image 7: The Bakers Holiday

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4.1 Ted Baker’s competitors
Perceptual Map
Figure.1 Perceptual Map
Ted Baker differentiates itself from other by focusing on product
quality, design and attention to details. With this positioning, the
brand is confident and strong to stand in a right place compare
with other competitors. Furthermore, the company has clear aims
and strategies to let itself to become a leading global lifestyle
brand which allows itself achieves continued success.
Image 8: Mrs Baker

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Hugo Boss plunged WeChat user into a virtual reality experi-
ence designed to highlight the Hugo Boss holiday collection.
Users can experience part treasure hunt, part virtual shop-
ping experience, the interactive campaign invited users to ex-
plore the virtual Hugo Boss boutique. The technological idea
also asks users to complete a member card for a chance
to win a “Bossbot” while they are having the experience.
Outcome of Hugo Boss’ technology idea
- Collect valuable user data
- Identify the most influential user on the official
account by observing sharing trends
- Collect additional user data
- Bind to the brand’s CRM platform using phone number
verification.
Paul Smith has launched a mobile game called
‘Dino Jumper’. It encourages players to collect
apples and shoot ghosts. After the game, they
suggest users share their score to compete with
friends and for a chance to win prizes.
Outcome of Dino Jumper
Collect user’s social media data
Identify users’ sharing preference
Generate younger customers to the brand
What’s competitors doing on technology?
Image 9: Dino Jumper
Image 10: Boss Hugo VR experience

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5
Situation Anaylsis
Image 11: Mrs Baker

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5.1 Internal anaylsis (Ted Baker’s Marketing Mix)
Image 12: Ted Baker SS2017
Product - A wide range of products: Mens-
wear; Womenswear; Global; Endur-
ance; Accessories; Bedding; Childrens-
wear; Crockery; Eyewear; Fragrance;
Gifting; Stationary; Jewellery; Linge-
rie; Sleepwear; Luggage; Neckwear;
Rugs; Suiting; Tiles and Watches.
- Part of the Sustainable Clothing Ac-
tion Plan (“SCAP”)
- Improve the sustainability of clothing
throughout its lifecycle by bringing to-
gether industry, government and third
parties. (Ted Baker Plc, 2017)
Price £10- £1,149 (Ted Baker Plc, 2017)
-15% Student Discount (Online/
In-store)
- Regular sales-seasonal and
mid-season
- Black Friday mark downs
- Occasional discounts/ promotions-
e.g. 20% Sales
Credit Terms Free returns within 28 days
Pricing Architecture Using the Black-Scholes and Mon-
te-Carlo pricing models respective-
ly. The pricing models take into
account the terms and conditions
of the options/awards vesting. (Ted
Baker Plc, 2017)
Place Ted Baker’s head office is in
King’s Cross St. Pancras, Lon-
don and they also have offic-
es across the globe. Thanks to
the international expansion.
The fashion retailer has 114
physical stores, 307 conces-
sions and 28 outlets in the UK
and Europe, North America,
Asia.
Customers can shop in vari-
ous ways such as high street,
e-commerce and official web-
site.
Promotion Ted Baker communicates its
brand through marketing on the
website and word- of- month
(Shields, 2015) The approach in
marketing is unique compared
to competitors that offer similar
products and services.
Social Media: Ted Baker con-
sistently updates their on-going
campaigns and collections on
Instagram, Facebook, Twitter
and YouTube. The brand is most-
ly sharing blogposts, GIF posts,
short videos and lifestyle ap-
proaching contents. Moreover,
the retailer also utilises Insta-
gram stories as a “gossip chan-
nel” on their recent campaign.

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Image 13: Mrs and Mr Baker
According to Craig Smith, global
brand communication director at Ted
Baker, thinks Instagram Stories rings
itself nicely to storytelling and build-
ing out a narrative. For Ted Baker, it
is perfect for not just re-articulating
the main ad but adding another
thread to the story and giving it
more depth.” (Marketing Week,
2017)
People Ted Baker’s incredible talents and
the people who work in their sup-
ply chains are the greatest asset
as their products are produced
in factories that are committed to
providing a fair and safe environ-
ment for their workers. (Ted Baker
Plc, 2017)
The fashion retailer is in a part-
nership with MADE-BY, a non-
profit multi-stakeholder set up to
improve sustainability in fashion
industry.
If a customer has any general
queries or issues they can in con-
tact with customer service team
by email/ telephone
Process
(Technological)
Ted Baker operates primarily
through three main distribution
channels: retail, which in-
cludes e-commerce; wholesale;
and licensing relationships
in over 35 countries across
the globe. The retail channel
comprises stores, concessions
and e-commerce, which is now
an integral part of their retail
experience
The wholesales business in the
UK serves countries across the
world, as well as supplying
products to stores operated by
their territorial licence part-
ners. Ted Baker’s wholesale
partner (Trustees) are custo-
dians of their collections and
uphold their brand integrity
by ensuring that their retail
environment and brand adja-
cencies are in keeping with the
profile and positioning of the
brand. (Ted Baker Plc, 2017)
Ted Baker also operate both
territorial and product li-
cences. Territorial licences
cover Middle East, Asia, and
Australasia, through which
they operate licenced retail
stores and, in some territories,
wholesale operations. Their
product licences include linge-
rie & sleepwear, fragrance,
watches, footwear, eyewear,
suiting, neckwear, skinwear,
and childrenswear. (Ted Baker
Plc, 2017)

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Image 14: Mr Baker
Physical Evidence
- Ted Baker provides
information on its prod-
ucts, licencing part-
nerships and career
openings on its website.
http://www.tedbaker.
com/uk
- The fashion retailer has
114 physical stores, 307
concessions and 28 out-
lets around the world.
- Packaging: Ted Baker is
offering paper wrap and
paper bag to its custom-
ers.

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5.2 External Anaylsis
Political Factor
Brexit- The UK’s decision to
leave the European Union has
increased the sense of uneas-
iness and uncertain about the
future. (Ted Baker Plc, 2017)
A high level of market aware-
ness and an understanding of
consumer trends and fashion to
ensure that brands remain able
to respond to changes in con-
sumer preference.
Economic Factor
The UK economy will grow
more slowly in the short term
if no deal for a future trade
agreement with the EU is
reached. (BBC News, 2017)
This factor could affect cus-
tomers’ shopping desire which
makes them tend to spend
more time to consider before
purchase anything, meanwhile,
avoid impulsive shopping.
Technological Factor
1. Retailers and brands are
increasingly rolling out AR/ VR
technology across a number of
fronts – from entertainment and
experience through to facilitat-
ing sales. (WGSN, 2016)
2. AR will likely play an even
more significant role. (Mintel,
2017)
3. There is an increased trend
for virtual reality and segment-
ed reality in the UK. There is
much of the growth in the AR
market, which melds reality with
digital effects.

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6
Consumer Research
Image 15 Mr Baker

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6.1 Segmentation Variables
Image 16 Mrs Baker
Geographic Segmentation Demographic Segmentation
- Customers in 29 counties and territories worldwide.
- Shipping to the UK (England, Northern Ireland, Scottish
Highlands etc.), European Countries (France, Germany,
Netherlands, Outside of Europe (Hong Kong, Saudi
Arabia, Singapore, United Arab Emirates etc.) (Ted Baker
Plc, 2017)
- Age: 25 to 45
- Gender: Female and Male
- Family: Young singles/ Married/ Married with kids
- The major share of customers has higher education back
ground
- Occupation: occupy executive or managerial positions
Psychographics Segmentation Behavioural Segmentation
- Brand conscious and high self-esteem
- A detailed regard for high value
- Willing to spend more on products with good quality and
design details
- Class: higher middle class or above
- Shop online and in-store
- Some customers who are busy at work tend to shop on
line
- Compare product quality and design in order to make
the right decision
- Always come back to the brand if they are satisfied
about products and services

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6.2 Consumer Analysis
Pen Protrait 1
General Information Name: Beth Carrot
Age: 28- year-old (Millennial)
Gender: Female
Occupation: E-commerce manager at Dr.
Martens- Airwair International Ltd
Income: £45k per year
Residential Location Beth is living in a one-bedroom flat with
her fiancé in Stratford, East London
Background Beth is from a middle-class English family.
Marriage Status Beth is engaged.
Personality
Outgoing, organised, confident, hard-
working, passionate about things she
loves
Interests/Hobbies/ Activities
Beth is interested in fashion/ film/ beau-
ty/ psychology. She likes hanging out
with friends at parties and events. She at-
tends gigs and festivals and she loves 90s
music. She is a tech and fashion savvy,
enjoying being inspired by online fashion
content everyday.
Price Sensitivity
Beth is always on the lookout for stylish
and colourful pieces for different occa-
sions. She tends to pay more to get better
outfit to show her smart appearance.
Shopping Habits
- Prefer both online and in-store shopping
(depends on her schedule)
- Consider long-term value
- She is willing to spend more on better
products

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Pen Protrait 2
General Information Name: Joshua Willows
Age: 41- year-old (Gen X)
Gender: Male
Occupation: Executive Creative Director
at Shoot Video Production
Income: £75k per year
Residential Location Josh is living in a three-bedroom house
with his family in Notting Hill, West
London
Background Josh is from an upper-middle class family
with successful family business.
Marriage Status Josh is married. He has two 13- year- old
kids.
Personality
Highly sociable, ambitious, confident,
mature, reliable
Interests/Hobbies/ Activities
Josh is interested in fashion/ travel/
drinks. He likes spending time with his
family on weekends. He takes his family
to travel when he has holidays.
Price Sensitivity
Josh always wants to look good for every
occasion. He purchases smart outfits
before going to events every time. As he
can afford the budget, he tends to spend
more to get perfect items.
Shopping Habits
- Prefer online shopping as he has busy
working and family life
- Clothes conscious
- Willing to spend money on good quality
products

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7
Objectives
Image 17 Mr Baker

Image 18 Mrs Baker 24
1. Enhancing faster technology experience by
upgrading and optimising the speed of the
new app
2. Rising the brand awareness and improve
brand image of Ted Baker
3. Creating a memorable experience and
adding value to win users’ heart, minds
and loyalty
4. Increasing customer brand satisfaction and
interests by using high technology.
5. Increasing 20% online sales by using the
argument app 6 months after app lunch.

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8
Concept
Image 19: This image is created by the author

The app brings the sitcom charac-
ters to life with augmented reality.
Users can meet the fully 3D The
Baker family members from the
booklet in an entertaining way.
They can also slide the charac-
ter into different angles to see
the products that the character is
wearing in 360º. After browsing,
customers can finish their shopping
journey by checking out their select-
ed items in the app.
The AR service will also available
in-store by providing a large phys-
ical catalogue and IPads. 52% of
shoppers have said they would
be more likely to visit a store if it
offered AR. (WGSN, 2016) It is
believed that this service can raise
certain awareness and attract shop-
pers both in-store and online.
As strength and reputation are
important to Ted Baker. There
is a risk that the brand may
be undermined or damaged
by actions or those of partners
or supply chain. (Ted Baker
Plc, 2017) There is nothing to
worry about it will damage or
affect Ted Baker’s reputation
because the professional agen-
cy this idea is working with
has worked with the brand for
several times.
Ted Baker is a brand who is
unafraid to improve and inno-
vate new things and contents
to surprise audiences. This
makes the company stands out
from the crowded competitive
fashion world. It is believed
that this augmented app would
be a good business idea to
enhance the shopping experi-
ence and create a meaningful
journey to its customers.
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The name of the
augmented app :
Keeping UP With
The Bakers
Keeping the name of the app as same
as the previous campaign because it is
a continues version of the campaign.
How dose it work?
This idea aims to provide a fun,
entertaining digital experience to
Ted Baker its customers. The brand
implements technology as the key
touch point, integrate new technol-
ogies alongside experienced digital
agency- Poke (Poke has worked
with Ted Baker for several digital
projects).
Customers can freely get the latest
fashion catalogue from Ted Baker
though in-store and mail. Those
people who will receive catalogue
are existing customers from Ted
Baker’s database. The catalogue
encourages them download the
augmented app ‘Keep UP With The
Bakers’ via Apple Store/ Google
Play.
How this enhances the
brand’s mission and
challenges the current
brand direction?
Ted Baker’s current direction is
to make sure every collection
is launched with a distinctive
concept and disruptive mar-
keting approach, which has
attracted a loyal and sophisti-
cated following. (Poke, 2016)
The brand is facing a question
that how to create excitements
to surprise its customers? Keep-
ing Up With The Bakers is an
augmented app and an excite-
ment. It has never existed in
Ted Baker (Ted Baker has not
established its own app) which
we find this idea has a poten-
tial opportunity to fill in the in-
novative gap of entertainment
and technology, meanwhile,
enhance the brand mission.
Furthermore, mobile app is a
highly significant development
in mobile communications,
indeed all digital communica-
tions, since they highlight a
change in the method of deliv-
ering interactive services and
content via mobile phones.
(Chaffey, 2012)

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Unique
Selling
Point
The augmented app ‘Keeping Up
With The Bakers’ (logo above) brings
the Baker family members from the
printed catalogue into real life. It
serves an entertaining digital sensa-
tion, creates a memorable experience
and adds value to win users’ heart,
minds and loyalty. This app aims to
enhance the strength and reputation
of the brand by giving a different
shopping experience to its target cus-
tomer. This app allows people to get
a fun, interactive shopping experience
anywhere. It also solves the problem
that customers who have a busy life
or do not have enough time to go in-
store shopping.
Keeping
Up
With
The
Bakers
8.1

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8.2 SWOT Analysis
Strengths Weaknesses
-- AR technology has never seen in Ted Baker’s
campaign before which gives surprise to its
customers.
- AR will likely play an even more significant
role. (Mintel, 2017)
- Showing Ted Baker is on lead in the industry
by utilising the latest technology.
- Over 39% of consumers would like the mobile
and online shopping experience to provide a
more innovative experience. (Mintel, 2016)
- Assisting and providing consumers with
direction, both in and out of the store, to make
their experience an easy and efficient one
-- People who are not familiar with
technology might not be interested to
try the app
- Older generation might refuse to try new
things as they used to shop in-store
- People find it too much effort to download
new apps
- The technology is potentially high cost
Opportunities Threats
- Mobile continues to play an integral role in
retail which means opportunities on mobile is
always doable.
- Using the latest technology and be creative
with video production can create highly
engaging marketing collateral in an
increasingly popular media format for
customers.
- Over 69% of consumers expect retailers to
launch an augmented reality app within the
next six months, Digital Bridge research
found. (WGSN, 2017)
- In a UK survey, 61% said AR is the tech
they’re most excited about using.
(WGSN, 2017)
-- Technical issues might be happened while
using the app.
- Currently there are a lot of competitors in
the market start launching new technology
experiences, which means there is a lot of
competition for the brand.
- Possibilities of rejection from current
customers to new technology
Image 19 Mrs Baker

Image 21 Keeping Up With The Bakers
catalogue
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8.3 Customer Journey
1 Discover
Once users downloaded the app
from App Store/ Google Play, they
can freely access the app by using
the physical catalogue which they
get from the store/mail. (see image
20, 21) Using phone’s camera,
users are able to point their phone
toward the page in the catalogue,
the sensor of the app can detect
the Baker family members. By this
function, the app allows users to
interact and see The Baker family
members from the booklet in 3D
version (see image 22).
2 Browse
After sliding the character into
different angles to see the products
that the character is wearing in
360º. The user can put items they
love in the basket by pressing the
button ‘Steal it all’.
3 Purchase
Customers can finish their shop-
ping journey by checking out their
selected items in the app.
4 Satisfaction & Feedback
Community Forum- Getting custom-
er’s feedback on the official web-
site which able team members in
IT department can keep optimising
the speed and service of the app.
FAQ- Answering users’ frequent
questions in the app in order to
deliver a better service and experi-
ence.
Image 20 Download page of Keeping Up
With The Bakers on Appstore
Image 22 User browsing the app
Image 20, 21, 22 are created by the author

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9
Tactics
Image 23: The Bakers

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9.1 AIDA
Awareness Using email marketing, social media marketing and
PR three weeks before the launch, promoting the brand new tech-
nology, The Bakers family members. Sending DM campaign cata-
logue to targeted customers.
Interest Offering free download and free physical catalogue. Free
service and product are likely to get people interested. Sharing
blog posts about app experience on its brand blog (Behind The
Seams) by brand-related influencers on social media in order to
generate their followers to get interested in the app.
Desire Meeting The Bakers family in real life has come true. The
Bakers legend is bringing you to experience a higher level memo-
rable shopping journey. Download the free augmented app and
collect a physical copy of the brand new catalogue for free in-store/
online now.
Action
1. Visit www.keepingupwiththebakers.com for more information.
2. Get the app and physical catalogue- get the experience.
3. Purchase Ted Baker’s products.

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9.2 RACE
Reach
- Various social media platforms e.g. Facebook, Instagram,
Twitter, Blog
- Mobile friendly app with fast speed
- Partnership with fashion influencers
Act
- Consistently update blogpost, social platforms and
newsletter with the similar theme.
- Constant communications and engagements through
social platforms and community forum
- Hashtag marketing #KeepUpWithTheBakers
#MeetTheBakers
- Persuasive words on app, website and social media
e.g. Meeting the Bakers in real life by downloading
the free augment app.
Convert
- Quick and easy check out process
- 360 degrees’ 3D shopping experience
- Entertaining interaction with the sitcom characters
Engage
- Email marketing (Newsletters and promotional emails)
- Community forum
- Social media marketing

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9.3 Marketing Plan
9.3.1 Promotion
Offline communication
Direct Marketing via mail-
Physical fashion catalogue
will be sent to press, influenc-
ers and existing customers
from Ted Baker’s database. A
direct mail campaign can drive
response. Many catalogue
companies will continue to use
traditional direct mail to mail-
out a subset of their offering.”
(Chadwick, 2012)
Word-of-mouth marketing-
WOM plays an important role
in promoting sites. According to
a research from Opinion Re-
search Corporation Internation-
al (1991), the typical Internet
consumer tells 12 other people
about his/ her online shop-
ping experience. This method
through friends, relatives and
colleagues was one of the most
important way by users found
out about the app. (Chadwick,
2012)
In-store digital screen-
Utilising the in-store digital
screens, every walk-in custom-
ers can see the information
about the app. Thus, it will be
able to raise its awareness
towards in-store customer.
Image 24: Direct Mail Image 25: WOM Image 26: Instore screen

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In-store augmented reality ex-
perience- Providing IPads and 1:1
large fashion catalogues in 20 stores
across the UK. The augmented app
also available in-store because some
customers might not have a smart-
phone/ personal device to experi-
ence the new technology. It allows
them to try the entertaining technol-
ogy when they visit a physical store,
meanwhile, they can finish their
digital shopping journey through this
service. (Free fashion catalogues will
also be available to let customers
collect in-store.)
Fugure 7: Augmented Reality In-store Experience Mock Up

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Online communication
Official Website-
Ted Baker’s official website will be utilised to introduce people about
the brand new app and its experience in order to encourage all
related audiences’ word of mouth communication and raise more
awareness for the app.
Email Marketing (outbound e-newsletters)-
Sending email to existing customers from the brand’s data base. It
provides a controlled push message which encourages click-through
to App Store/ Google Play where potential customers can down-
load the app. Physical catalogue will also be able to order from the
newsletter. A physical copy will be arrived in their door by pressing
a ‘Get A Copy’ and giving address details.
Blog (Behind The Seams)-
Publishing posts about the new app and fashion bloggers’ review in
order to introduce readers about the innovative creation. It also en-
courages customer communications and interactions on the company
own site.
Online Ads (Paid adverts)- Banner ads within apps
Hyper target and get the information in front of them. Generating
profitable installs in the early phases of the app will allow Ted Baker
to grow marketing budgets quickly and tap into larger networks to
supercharge the app.
Fugure 1: Website mock up Fugure 2: Mock up blogpost

36
Fugure 4: Facebook mock up
Multi- Channel Digital Marketing
Promotion through social platforms will be conducted on Facebook,
Twitter, Instagram. These were selected based on the company’s
existing social platforms. Furthermore, it is believed that managing
audience participation and social presence can create a viral
campaign effect.
Facebook- Promoting Keeping Up
With The Bakers, its story and
function details. Short tutorial
videos and related pictures also
will be used to teach user how to
use the app, meanwhile, visually
communicate with audiences.
Instagram- Encouraging users to
post their app experience after
trying the app. There will be a
giveaway competition for those
users who share their app experi-
ences and hashtag
#KeepUpWithTheBakers #Meet-
TheBakers on Instagram.
10 lucky winners get £150 shop-
ping voucher. Result will be
announced by the brand three
weeks after the app launch.
Twitter- Ted Baker’s existing Twitter
account will be utilised to promote
the app in order to generate more
downloads and engagements for
the brand new app.
Hashtag #KeepUpWithTheBak-
ers #MeetTheBakers will be also
attached with the posts.
Fugure 3: Instagram mock up
Fugure 5: Twitter mock up

37
Public Relation- Social Media Influencer
Individual fashion bloggers will be used as a paid media channel. Popular
influencers such as Megan Ellaby, Josephine Fear and Quyen Mike who
run individual blogs and social platforms. They can encourages their target
followers to download the app by sharing their experiences and reviews of
Keeping Up With The Bakers.
Figure 1- Targeted Social Channel
Megan Ellaby Josephine Fear Quyen Mike
•161k Instagram followers, 64k YouTube
followers
•Based in Manchester
•Megan has won three awards for her
style blog (Cosmopolitan Best Fashion
Influencer Award and InStyle Project
13 Best Fashion Blogger Award )
•102k Instagram followers, 207k
YouTube followers
• A London-based lifestyle blogger
and YouTuber (Fashion Mumblr)
•Her identity is a classic, chic and
feminine style which aligns with Ted
Baker’s brand image.
•80.8k Instagram followers
•Young fashion photographer, creative
director
•Mike has featured in some
publications such as Vogue and GQ.
•With Megan Ellaby, the app is able to
generate more downloads and
engagements with her audiences
(young professionals).
•Professional work ethic- she has
worked with some international
fashion brands (including Ted Baker)
and has featured in some publications
which makes herself experienced and
professional enough to work with.
•Based on her fashion style, utilising her
digital assets is the best way to
communicate with Ted Baker’s target
audiences.
•Reaching more downloads and
engagements from her audiences.
•Approaching male audiences
•Getting more noises about the app by
sharing his app experience in his
platforms.
•His creativity brings unlimited
opportunities to the app.
Image 27: Megan Ellaby Image 28: Josephine Fear Image 29: Quyen Mike

38
9.3.2 Press Release
Fugure 6: Press Release Mock Up

39
10
Action
Image 30: Television

44
12
Control
Image 30: The Bakers

45
12 KPI’s/ Monitoring
Image 31: IT agency
Image 32: Satisfied Customer
Image 33: Profit
Figure 2- Key Performance Indicator

46
13 Bibliography
Tedbakerplc.com. (2017). Who is Ted Baker. [online] Available at: http://www.tedbakerplc.com/about-us/who-is-
ted-baker [Accessed 23 Oct. 2017].
Sword, T. (2017). How to use virtual reality or augmented reality in your marketing strategy. [online] www.warc.
com.org. Available at: https://www-warc-com.arts.idm.oclc.org/SubscriberContent/Article/how_to_use_virtual_
reality_or_augmented_reality_in_your_marketing_strategy/111146 [Accessed 2 Nov. 2017].
Taylor, A. (2017). Ten lessons to learn from Ted Baker. [online] Retail Week. Available at: https://www.re-
tail-week.com/sectors/fashion/ten-lessons-to-learn-from-ted-baker/5037547.article [Accessed 25 Oct. 2017].
Hobbs, T. (2017). Ted Baker: Instagram Stories is perfect for soap operas. [online] Marketing Week. Available
at: https://www.marketingweek.com/2017/03/15/instagram-stories-new-ted-baker-campaign/ [Accessed 26 Oct.
2017].
Shields, R (2015) Ted Baker plans m-commerce launch ahead of renewed digital
push. New Media Age, p.1
Sword, T. (2017). How to use virtual reality or augmented reality in your marketing strategy. [online] www.warc.
com.org. Available at: https://www-warc-com.arts.idm.oclc.org/SubscriberContent/Article/how_to_use_virtual_
reality_or_augmented_reality_in_your_marketing_strategy/111146 [Accessed 2 Nov. 2017].
L:SN (2016) [online] Available at: https://www-lsnglobal-com.arts.idm.oclc.org/big-ideas/article/3211/re-
al-world-growth-in-augmented-reality-market [Accessed 1 Nov. 2017].

47
MyCustomer. (2017). Steps to Improving the Online Shopping Experience. [online] Available at: https://www.
mycustomer.com/community/blogs/saima-alibhai/steps-to-improving-the-online-shopping-experience [Accessed 28
Oct. 2017].
Think with Google. (2017). The Consumer Behaviours Shaping the Next Generation of Mobile Experiences. [on-
line] Available at: https://www.thinkwithgoogle.com/intl/en-gb/consumer-insights/consumer-behaviours-shap-
ing-next-generation-mobile-experiences/ [Accessed 31 Oct. 2017].
Mintel (2017). Augmenting reality for consumer connection. [online] Available at: http://academic.mintel.com.
arts.idm.oclc.org/display/854413/?highlight#hit1 [Accessed 5 Nov. 2017].
WGSN. (2017). Retail Insights ICYMI: September 2017. [online] Available at: https://www-wgsn-com.arts.idm.
oclc.org/content/board_viewer/#/75045/page/6 [Accessed 5 Nov. 2017].
Chaffey, D. and Ellis-Chadwick, F. (2012). Digital marketing. 5th ed. Harlow (GB): Pearson, pp.527-544.
BBC News. (2017). CBI: ‘Time to stop Brexit soap opera’. [online] Available at: http://www.bbc.co.uk/news/
business-41865046 [Accessed 7 Nov. 2017].
WGSN. (2017). The Future of Augmented Reality Retail. [online] Available at: https://www-wgsn-com.arts.idm.
oclc.org/content/board_viewer/#/69763/page/1 [Accessed 7 Nov. 2017].
Smart Insights. (2013). Strategies for Building Brand Loyalty and Relationships | Smart Insights. [online] Available
at: https://www.smartinsights.com/content-management/content-marketing-creative-and-formats/content-market-
ing-strategies-for-building-brand-loyalty-and-relationships/ [Accessed 9 Nov. 2017].

48
14 Image Referencing
Image 1: www.keepingupwiththebakers.com
mage 6: www.keepingupwiththebakers.com
Image 9: https://www.paulsmith.com/uk
Image 10: https://jingdaily.com
Image 25: www.google.com
Image 26: This image is taken by the author
Image 27: www.instagram.com

49
15 Appendix
Formative Presentation

Ted Baker- Augmented Reality App

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