While only ten years old, UK based design duo Catherine Teatum and Rob Jones have made headway partnering with leading retailers such as 10 Corso Como, Saks Fifth Avenue and Net-a-Porter. Their relatively young namesake label Teatum Jones has a high level of market engagement because of its sweet-spot pricing and colourful designs. The brands impression on social media might be only a fraction for a tier 1 brand but the difference is that their customer remains extremely engaged. As such, Teatum and Jones continue to foster their relationship with the women who wear the brand to stay relevant and permanently plugged in.
“The starting point of the AW’18 collection was to ask our customer how does she feel when she is wearing Teatum Jones and what emotions did it evoke. We then lead by asking very specific questions about these emotions. The women we talk to are from New York, Australia, Dubai, Ghana, Ireland and London and yet they all experience and we draw from that. ”
Watch the video interview here >
KL: There are a lot of textures and colour through your collections and I know that this is your DNA. How do you put both gather your thoughts as a duo?
RJ: It is a conversation that leads us generally to a human or a group of humans that really inspire us. You might not know who they are but they kind of really touch us and get our creative juices going. It is this that leads us into colour-boarding and the beginning of fabric development.
KL: There was a lot of diversity in the model casting and I think that really speaks to the Teatum Jones woman. Who do you see as the Teatum Jones clientele?
CJ: She is placed all over the world. The starting point of this collection was to ask our costumer and our woman how does she feel when she is wearing Teatum Jones and what are the emotions that are evoked. That then led into asking very specific questions about these emotions. The women we were talking to were from New York, Australia, Dubai, Ghana, Ireland and London and yet they are all threaded together by the fact that they all experience and we drew from that. It is what we injected and infused into the colours, the textures, and the fabric development.
KL: Would you say that the Teatum Jones woman is slightly off-kilter? That she is a little different and she buys in a unique way?
RJ: She is confident, and she’s strong and creative. That is the three things we think about the woman who wears Teatum Jones. She is not afraid of bold colour or texture and she is very confident.
CT: She is bold and super smart. So that naturally is going to mean that she is going to make choices that aren’t necessarily the middle of the road.
KL: There were silks, wools and knits in the AW’18 collection and it was very comprehensive. Where do you source all of the fabrications from?
CT: The best luxury mills in the world. We develop fabrics in the UK, France and Italy. All of our merino wool is from Australia. We are working with textile mills that have been going for hundred and fifty years plus. They are the professionals.
KL: And if you could direct a buyer to three pieces in the collection, which ones would they be?
RJ: I would say first of all, the Alex dress is a very key piece, it’s a showpiece. The Caspian skirt and our knitwear is something that works on so many different women and it works with other things they are dressing with.
CT: Our knitwear is one of our strongest categories. We tend to develop our knitwear for the different moments in our woman’s life. Daytime knitwear are the skinny lightweight knits with cut-outs. The chunky knits are transitional knitwear, which can take you from daywear to putting of a pair of heels and going into the evening. Transitional knitwear is something I think we are really strong with and we really like designing it.
KL: If you were able to direct one of your retail partners on how to visually merchandise the AW”18 collection what would you tell them?
CT: Choose colour! Colour represents our fabrics and silhouettes really well. I would also tell them to balance structure and fluidity because movement is really key to what we do. We also create key statement coats that really hold their place. So colour structure and fluidity.