Ted Baker backs pink trend with capsule collection, creative marketing

By

Sandra Halliday

Published
Mar 8, 2018

Ted Baker’s latest initiative underlines the place of strong colour stories in driving interest in new product, as well as the importance of creative marketing ideas to further boost awareness, as the retailer launches a back to the Fuchsia collection.

It says the new offer takes “diversity and modernity as its starting point, revelling in the universal appeal of the colour pink, and its versatility when it comes to  suiting both diverse skin tones and other wardrobe hues.”

And it also emphasises the move away from strict seasonal demarcation lines with Ted Baker saying the new offer “transcends seasons shifts”.

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It’s a formal collection for work or after-hours that includes the brand’s blossom print to be worn with block tonal pieces, or single-colour items that can be worn as a monochromatic colour statement.

The collection spans the full spectrum of pink, from soft powders and delicate roses to deep magentas and hot fuchsias.

And the company’s backing it with a video directed by Felipe Torroes Urso and choreographed by Frances Jaynes with the video available from launch day on Thursday (March 8).

The company said the film “emulates the 1950s Audrey Hepburn film, Funny Face with a contemporary twist on ‘Think Pink!’ sung by Kay Thompson with a dedicated routine.”

And this weekend only, a team of female dancers will be dancing flash mob-style in destinations throughout London. The company will also be covering bike seats in key commuter cities including London, Oxford and Cambridge with a hot pink seat cover.