I feel introducing it as it is marketed here will not be effective, Japan has it's own wealth of established fashion brands and is as much of a fashion centre as London is, with it's own separate identity. I want to find out more about Japanese pop culture and icons and somehow play upon these across the campaign.
Still undecided on if I should go for a tongue-in-cheek larger than life approach or a more understated minimal approach. I need to look into Japan and Ted Baker's ambitions more closely before I make a natural decision.
Survey link: http://www.surveymonkey.com/s/DNBFKKJ
Q1) When you think of 'Japan' what are the first things that come to mind?
Q2) Can you name any Japanese tv shows/movies/cartoons/celebrities etc?
Q3) If you had to take just one item to personify 'Britishness' to the Japanese, what would it be?
Responses so far
Q1. 1. When you think of 'Japan' what are the first things that come to mind? It can be anything, please list the first thoughts that come to mind
Godzilla Vibrant colours Samurai Akira Kurosawa Politeness Efficiency Wacky sense of humour Geisha girls
25/11/2012 12:47View Responses
Volcanos, the Earthquake, the Tsunami, the girl who came to my school as an international exchange student and became my friend. All the lights of Tokyo. Tea, chopsticks, lots and lots of sticky rice. Floral patterns on painted silk.
24/11/2012 23:56View Responses
fluorescent lighting
24/11/2012 13:39View Responses
Japan
24/11/2012 13:13View Responses
inventions, neon, sushi
24/11/2012 12:42View Responses
Fish
24/11/2012 12:03View Responses
cherry blossoms, bicycles with baskets, pretty girls, nice food, anime, manga, modern, high-technology
24/11/2012 11:50View Responses
technology colour neon lights samurai mount fuji mr miyagi nintendo zelda mario tokyo
24/11/2012 9:42View Responses
anime, sushi, really bad translations of oddly drawn manga, tiny hotels, indoor shoes, small apartments, school uniforms. Over politeness.
23/11/2012 23:12View Responses
crazy fashion, mix of new technologies, traditional japanese culuture, japanese art, sushi
23/11/2012 23:05View Responses
Tokyo Nintendo Bullett Train Tamagotchi Noodles
Q2. Can you name any Japanese tv shows/movies/cartoons/celebrities etc?
Pokemon Godzilla Naruto Dragonball Z Seven Samurai Ran Rashomon 13 Assassins Banzai Takeshi's Castle
25/11/2012 12:47View Responses
Pokemon... And all the movies that America re-imagines. The Ring, The Grudge, The Eye, Pulse.
24/11/2012 23:56View Responses
Pokemon, takeshi castle, 7 samurai, 13 assassins
24/11/2012 13:39View Responses
No
24/11/2012 13:13View Responses
Sailor Moon, Pokemon, all Nintendo
24/11/2012 12:42View Responses
Naruto
24/11/2012 12:03View Responses
Cardcaptor Sakura, Doraemon, Inu Yasha, Ken Watanabe, George Takei, Hikaru Utada
24/11/2012 11:50View Responses
pokemon gundam wing one piece nintendo dragonball z seven samurai
24/11/2012 9:42View Responses
akira, sailor moon, full metal alchemist, pokemon, digimon, street fighter, ghost in the shell, Cromartie High School, cowboy bebop, Studio Ghibli, panty and stocking with garterbelt, dir en grey. (12-14 are what I affectionately call my weeaboo years)
23/11/2012 23:12View Responses
Nigo, bape creator.
23/11/2012 23:05View Responses
Pokemon Ninja Warrior One piece Gundam Wing
23/11/2012 22:23View Responses
Q3. If you had to take just one item to personify 'Britishness' to the Japanese, what would it be?
24/11/2012 23:56View Responses
cricket bat
24/11/2012 13:39View Responses
Tea
24/11/2012 13:13View Responses
Pie (Meat & Potato)
24/11/2012 12:42View Responses
A bus stop
24/11/2012 12:03View Responses
This one's tough.
24/11/2012 11:50View Responses
union jack
24/11/2012 9:42View Responses
I honestly don't think you can, but if I had to choose something it would Boris Johnson. We just roll him out at special events. The Japanese will eat him up.
23/11/2012 23:12View Responses
earl grey tea
23/11/2012 23:05View Responses
Queueing
23/11/2012 22:23View Responses
From analysing the results so far it's clear that a huge part of Japanese culture is technology, anime and efficiency. When asked to recall any Japanese tv shows/pop culture nearly all named anime shows and cartoons such as Naruto and Pokemon. Ted Baker apparently "never take themselves too seriously" so this could definitely be an area to maybe capitalise on.
I feel it would be really helpful to turn the tables and find out what the Japanese people think of Britain. I'm not too sure how to best go about getting this data as of right now.
I feel it would be really helpful to turn the tables and find out what the Japanese people think of Britain. I'm not too sure how to best go about getting this data as of right now.
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