Ted Baker opts for PR over advertising

British fashion brand Ted Baker, which plans to launch 19 stores across the Middle East, says it will do so without any advertising.

The retailer, which launched its first store in Dubai's Bur- juman Centre this month, plans to use PR and events to generate publicity and word-of-mouth.

Jon Stevens, senior brand manager for Ted Baker, said: "We don't advertise as a brand. We feel that the sites speak for themselves. The product speaks for itself. We like to be discovered. We are hoping to generate a lot of PR through our activities. Everything comes with a twist and quirk and sense of humour."

The brand already has a presence throughout Europe, North America and Australasia. It sells menswear and womenswear with the slogan 'No Ordinary Designer Label'.

Promotional activity for launching the brand in the Middle East focuses on its English heritage. The Burjuman launch event featured men in bowler hats, English tea and shepherd's pie.

The company is working alongside pan-Asian retail marketing group RSH Limited, which already has a retail footprint in the Middle East through brands such as Royal Sporting House and Zara.

Ted Baker has a five to seven-year plan to open 19 stores, focusing initially on Dubai, before moving into the wider GCC and Lebanon.

Its next scheduled opening is at Dubai Festival City, to be followed by a 3700sq ft flagship store in the city's Deira City Centre mall.

"We are very aggressive," said Stevens. "The Middle East has been waiting for Ted Baker."

The company has not hired a local advertising agency, but is working with Bates PanGulf PR to promote its openings.

Ray Kelvin, chief executive of Ted Baker said: "The store is true to our brand and as always reflects Ted's unique personality. We plan to open 19 stores across the region and considering RSH Limited's strategic retail presence in the Middle East, we are confident that this partnership will provide a much-needed impetus to our growth plans."

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