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Ted Baker: Brand Profile + Line Development

Researched and reported Ted Baker as a brand, its market strategy and demographic to develop a line for Womenswear SS17.

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Ted Baker: Brand Profile + Line Development

  1. 1. FSH 632 Trend Analysis & Product Development Ziwei Wang (ViVi) Chia Wen Hsu Yuefei Zhang (Chris) Shraddha Kutty
  2. 2. BRAND INTRODUCTION Ted Baker is a global lifestyle brand offering a wide product selection. A quintessentially British brand, Ted Baker is famed for its quirky yet commercial fashion offering, high quality design detailing and distinctive use of pattern and color.
  3. 3. HISTORY
  4. 4. MISSION + VISION TB’s aim is to become a world leading designer brand through; • Expansion of collections • Controlled distribution • Carefully managed development of markets
  5. 5. BUSINESS MODEL Retail • Stores and concessions across UK, Europe, North America and Asia, and e- commerce business based in the UK, serving the UK and Europe. Wholesale Operations in the UK and US License Income Both territorial and product licenses.. • Product licenses include lingerie & sleepwear, fragrance, watches, footwear, eyewear, suiting, neckwear, Skinwear, and Childrenswear. Ted Baker uses three key distribution channels – Retail, Wholesale & Licensing
  6. 6. COLLECTIONS TB is focused on attention to detail and commitment to quality, making Ted Baker products stand apart in the market. Menswear Formalwear Womenswear
  7. 7. COLLECTIONS: Menswear
  8. 8. COLLECTIONS: Womenswear
  9. 9. COLLECTIONS: License Products ‘ Luggage Jewelry Fragrances Footwear Eyewear Watches In Bed With Ted’ ‘B by Ted Baker’ ‘Baker by Ted Baker Gifting Audio
  10. 10. SOCIAL MEDIA
  11. 11. TARGET CONSUMER PROFILE Primary Customer
  12. 12. TARGET CONSUMER PROFILE Secondary Customer
  13. 13. COMPETITOR ANALYSIS I1. 2. 3.
  14. 14. COMPETITOR ANALYSIS II Affordability Classic Brand Perception Graph
  17. 17. PLACE Store types: • Concession • Flagship • Online “We only have shops in the right places and that has been absolutely key, we don’t have as many fixed occupancy costs” – Ray Kelvin,
  18. 18. PROMOTION Promotional Mix includes such elements as • Personal Selling • Sales Promotion • Public Relations • Direct Mail • Trade Fairs and Exhibitions • Advertising, and Sponsorship
  20. 20. Citation Designer/Upmarket Clothing - UK - March 2010