COLLABORATIVE BRIEF//TED BAKER//CRIT FEEDBACK//OUGD503

In the responsive session we had to pitch our idea to the other group, Lisa, Hannah and Andrea, this was the feedback and ideas given to us to go away and think about:

FEEDBACK & IDEAS

• Push the 'when in Rome' concept further 
• Using examples of British and Italian etiquettes you could compare the different aspects of the cultures to say that despite the differences, Britain and Italy have Ted Baker in common
• You could use the publication/ lookbook to draw comparisons, while emphasising the similarities and differences between the cultures
• Clear that lots of research and thought has gone into the type of style you want to produce
• Using photos of iconic British models highlights the sophistication of the brand really well
• All ideas would definitely appeal to the audience on a level they would understand
• Monochrome/ basic colour scheme definitely represents sophistication 
• The photos chosen will have to perhaps have stereotypically British elements included so that they don't become too Italian
• Well considered how Italians would relate to it
• Like the idea of a lookbook including the history of Ted Baker
• Nicely bound and high quality stock; finished publication would fit well with high quality brand
• Idea of creating promotional retail packaging such as shoe boxes etc is really interesting, excited to see this
• Definitely try embossing
• Design boards are laid out well, look really interesting
• Could you perhaps make your target audience slightly younger? Using the photos of iconic models such as Kate Moss wouldn't appeal / have as much effect on those who are older
• Packaging for the publication? Like card around Next catalogue eg. Would people be sent it or pick it up instore?
• For more research you could look at the range of Ted Baker packaging they have. Other companies that alter their brand depending on what country they are in
• Similarities & differences between British culture & Italian culture
• Queuing - this could work for the fashion photography element
• Whether a certain word translates totally different - like fries and chips in America
• This brings in the British humour. Relate back to the idea of appealing to Italians by saying that they can have Ted Baker in common, it is British now but it would fit right in with their sophisticated Italian culture
• Could even set it up as British vs Italy, stilly following the sophisticated format you described
• Look at the Stella Artois Cidre advertising, discreetly funny, showing British humour in an understated way that an international audience would understand

PRODUCT SUGGESTIONS

• Bag
• Label
• Shoe box
• Business card
• Receipt
• Tags