WEBWATCH
Using every trick in the book L
OUR EXPERT
aunched last month, Ted Baker’s online marketing campaign, Take on Ted, tapped into all the latest trends in ecommerce.
The campaign involved seven US
Keely Stocker Online editor As digital editor of
Drapersonline.com, Keely Stocker has extensive knowledge of the online fashion market and of running a high-traffic website
bloggers styling Ted Baker product live online. The bloggers tweeted @ted_ baker, instructing stylists at its London headquarters how to dress the models. Other Twitter users were also encour- aged to tweet Ted Baker with their ideas for the chance to win a prize. Bloggers were given briefs for the
looks they were to create and then each given 15 minutes live online to deliver them.
WhereDidUGetThat.com blogger Karen Blanchard, who was born in London and lives in New York, was told to style the outfi t to “rock out at a gig at the Roundhouse in Camden”. Blanchard said: “Ted Baker asked me
and I thought it sounded like a cool idea. On the day itself it was actually more exciting than I thought. I am sitting in my room and writing instruc- tions live on what someone should wear and then watching them put that item of clothing on in another country.” A video was streamed live on the Ted Baker site, making the audience feel
part of the experience and building the excitement for the fi nished look while also encouraging them to add their own suggestions. Images of the fi nal looks were
uploaded to the Ted Baker Facebook page, which has nearly 19,000 fans. However, the reaction from fans was not as big as might be hoped, with the most popular look only receiving 43 ‘likes’ and seven comments. After the event, Ted Baker continued
Ted Baker’s recent online campaign used a combination of ecommerce ideas to bring live styling to shoppers
Action replay: a link on the home page allowed users to catch up on what happened
to allocate a section of its home page to the initiative, inviting users to “catch up” and see what happened. Using diff erent social media channels allowed the company to reach a range of users and giving bloggers a time slot kept users coming back to the site. The US bloggers gave Ted Baker a
trusted source to connect with a new audience, showing that a campaign using online channels can push brand awareness in international markets.
On the web this week
www.ralphlauren.co.uk
Premium lifestyle brand and retailer Ralph Lauren has finally launched online in the UK, and judging by the website’s home page it is planning to make an impact. The large images represent the brand’s US heritage and the basic navigation clearly directs users to different sections of the site. When hovering over the menswear
and womenswear tabs, users are shown a drop-down menu of the different sub-brands (including Black Label and Pink Pony) represented by images – unusual for this drop-down style, which is usually text led. After landing on a sub-brand page, users can filter product by type, such
as dresses or trousers. Individual product pages then give clear fabric and fitting information and supply customer service details, as well as having a ‘You may also like’ section, which encourages users to continue shopping on the site. Overall, the site looks good. Strong
Picture perfect: Ralph Lauren has used strong imagery throughout
imagery is used throughout the shopping experience. The use of real models on the site may deter some customers who can’t relate to them. Its traditional representation of the brand means that the site is dedicated to the current Ralph Lauren shopper rather than trying to attract a new audience.
20 Drapers December 3 2010
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