We all know how digital technology is changing the fashion industry, through the way we browse, compare and shop for clothes, and British brand Ted Baker made waves this season with the release of their shoppable video.
The brand teamed up with award-winning film director Guy Ritchie, and launched a short film titled ‘Mission Impeccable’ to promote its AW 2016 collection with a twist – consumers were given access to click on the featured product and were redirected to the website to make a purchase. The film took inspiration from the likes of James Bond, and saw the leader of the ‘T.E.D’ agency deploy fashionably dressed agents to prevent a global couture catastrophe (You can watch the film here).
The featured clothing can be accessed and purchased through Tedbaker.com, the brand’s exclusive partner for the UK Selfridges.com, and US partner Nordstrom.com. The new marketing campaign is one we believe will prove a huge success, and will be something other brands follow accordingly: in an era where consumers expect more, they are telling the brands what to do, and in order to stay ahead of the game mentally and digitally brands have to follow suit and listen.
We’ll be watching this space closely for the next digital game changer!
– Jayna Mistry, PR Assistant