Ted Baker launches branded content series on Clubhouse
Ted Baker has become the first British fashion brand to launch a culture platform on invitation only audio-chat iPhone app Clubhouse.
It went live with this yesterday evening in a room with 3,000 listeners.
It is launching with a six-part series, ‘Conversations in Culture’, hosted by Abraxas Higgins, who has more than 370,000 followers on the app and is the founder of clubs ‘9AM in London’ (30.4K members), ‘Community Club’ (19.6K members) and ‘Social Society’ (6.5K members).
For each hour-long conversation, Higgins will be joined by cultural commentators to discuss intersections of British culture and fashion. Each guest will invite members of their own network to share the stage and exchange perspectives on a given topic.
Higgins comments: “Since joining Clubhouse in mid-October, the application has changed so rapidly. For anyone looking from the outside it might not seem like much, but the real value is in the people you meet and the connections you end up making.”
“Paul Davison (Co-Founder and CEO at Clubhouse) often says the app creates “intimacy at scale”. It will be interesting to see the brands that understand the new ecosystem and adapt.”
He adds: “The fashion industry has been seen as illusive for a long time but now more than ever people are looking to connect with brands. Those [brands] that can come on [to the app] and explain their philosophy to audiences (among other things) may be able to create fandom both inside and outside Clubhouse.”
“Ted Baker is a British brand that I have been aware of my entire life and I believe our partnership is well placed to launch ‘Conversations in Culture’. I’m excited to see what the coming weeks will bring.”
Ted Baker will be republishing each session as a podcast series, which will be made available to stream and download via Apple Podcasts/Spotify.
“We see Clubhouse as an opportunity to experiment with new and innovative digital formats and develop our cultural capital,” says Jennifer Roebuck, Chief Customer Officer at Ted Baker.
“As a British heritage brand, we intend to use our voice to be part of the cultural conversation alongside diverse and engaging talent from across our industry and beyond.”
The brand’s next Clubhouse room will be hosted on 31st March at 19:30 GMT.
