AbstracTed by Ted Baker is a new line of evening wear for teens and young women. The line will feature dresses, skirts, and separates influenced by Ted Baker's signature style but designed for formal events like prom. Products will be of high quality materials and construction at an accessible price point. The goal is for AbstracTed to become the leading eveningwear brand for its target demographic by 2018 through considered expansion, controlled distribution channels, and managed overseas growth.

1. AbstracTedB Y T E D B A K E R
S / S ‘ 1 6
B Y L A U R E N N E L S O N

2. T A B L E O F C O N T E N T S
2
Page Number
3
4
5
6
7
8-9
10
11
12-13
14
15
16-25
26
27
28
29
30
31
32
33-35
36-37
38
39
40
41
43-51
52
Content
Executive Summary
Vision/Mission Statement
Social Responsibility
Customer Profile
Customer Narrative
Inspiration
Brand Rationale
Color Palette
Group Overview
Classification Plan
Master Sheet
Cost Sheets
Brand Identity
Retail Partner
Production Calendar
Purchase Order
Purchase Invoice
Sales Projection by Item
Sales Projection Master
Floor Plans
Line Sheets
Marketing Budget
Marketing Introduction
Marketing: Maintenance
Marketing: Clearance
Press Kit
Bibliography

3. E X E C U T I V E S U M M A R Y
3
AbstracTed by Ted Baker is a new line from Ted Baker, geared towards young adults’ and juniors’ evening wear,
with a large focus on Prom. Ted Baker started as a mens’shirt specialist in 1987, and has always been focused on
quality. With this line, Ted Baker will bring his quality to evening wear, while staying with trends but bringing his
own unique twist to each piece. The pieces from this line will be something that customers can wear to Prom, as
well as other formal events without looking like they are waiting for their limo to pick them up and take them to
school.
…This line is not your ordinary Prom line.

4. Mission Statement:
Our mission is to build a successful company through the creation of a leading designer brand. By
conducting ourselves in an efficient and courteous manner, and by maintaining Ted’s high standards
and integrity, we pride ourselves in always being in a position to satisfy the needs of our customer.
In order to protect the ethos and persona for which we have gained an enviable reputation, we
always ask ourselves this question:
“Would Ted do it that way?”
Vision Statement:
OUR STRATEGY IS TO BECOME A LEADING GLOBAL LIFESTYLE BRAND, BASED ON THREE
MAIN ELEMENTS:
1. Considered expansion of the Ted Baker collections. We review our collections continually to
ensure we anticipate and react to trends and meet our customers’ expectations. In addition, we look
for opportunities to extend the breadth of collections and enhance our offer;
2. Controlled distribution through three main channels: retail; wholesale; and licensing. We
consider each new opportunity to ensure it is right for the brand and will deliver margin led growth;
and
3. Carefully managed development of overseas markets. We continue to manage growth in existing
territories while considering new territories for expansion.
Underlying our strategy is an emphasis on design, product quality and attention to detail, which is
delivered by the passion, commitment and skill of our teams, license partners and wholesale
customers (“trustees”).
Our goal for AbstracTed is to become the leading evening brand for teens and young women by
2018.
4
M I S S I O N & V I S I O N

5. S O C I A L R E S P O S I B I L I T Y
The Trio Animal Foundation is a 501(c)(3) charitable
organization that assists shelters, rescues and individuals by
paying the medical bills of homeless pets. TAF also promotes
adoption and responsible pet ownership, including spay and
neuter.
5

6. C U S T O M E R P R O F I L E
SEGMENTATION TYPES/BASES ILLUSTRATIVE CATEGORIES
Geographic Segmentation
Region
City Size
Population Density
Climate
North West, Mid West, North East
100,000+
Suburban or Urban
Temperate
Demographic Segmentation
Age
Gender
Household size
Household Income
Occupation of
Parents
16-18
Female
3-5
Over $50,000
Professional
High School
Sociocultural Segmentation
Culture
Subculture
Religion
National Origin
Race
Social Class
Marital Status
Psychographics
American
All
All
All
Upper-Middle Class
Single
Strivers
Effective and Cognitive Segmentation
Degree of
Knowledge
Benefits Sought
Attitude
Prestige
Positive
Behavioral Segmentation
Brand Loyalty
Store Loyalty
Usage Rate
User Status
Payment Method
Madie Usage
Usage Situation
Divided
Divided
Light
New User
Credit Card
Social Media, Television, Magazines
Formal Occasions
6

7. Claire wakes up at five thirty in the morning to start getting ready for school. She climbs out of her
queen sized four post bed, and looks in the mirror. She is meeting her best friend for a small breakfast
before school, at their favorite bistro. Claire turns on the radio to the top 40 channel and turns up the
volume. She doesn’t worry about the noise because her father was at work before she even woke up and
her mother is off promoting her new book somewhere. She hops in the shower, knowing that she doesn’t
have much time to get ready. She washes her hair with her signature strawberry scented shampoo,
conditions, and gets out of the shower. She lets her long, wavy, blonde hair air dry after running some frizz
serum through it. For her makeup, she puts on some mascara and baby pink lipgloss. When picking out
her clothing, she decides on a short, A-line leather skirt and pairs it with a dark purple floral blouse. She
slips on her strappy sandal booties, grabs her small, leather handbag and heads toward the door.
Claire gets off the elevator, which she took from the 10th floor, and steps out onto the busy Los
Angeles sidewalk. She hails a taxi and asks the driver to take her to the bistro, which is about a fifteen
minute drive from her house. When she gets to the restaurant, she sees her best friend Olivia sitting at one
of the tables outside the restaurant, their favorite spot. She joins Olivia and starts on her coffee, when the
server comes, she orders a large parfait. The girls sit and chat and eat their breakfast and at 7:45, about
an hour after Claire got there, they start walking towards the school.
When Claire gets out of school at three o’clock, she goes home to have a quick snack and get ready
for dinner with her friends. She grabs an apple and eats it on her way up the stairs to her room. She puts on
her favorite Pandora station, Indie Rock Radio, kicks off her shoes and lays down on her bed to finish her
apple. She can hear her father in his office, talking on his phone about a dinner meeting that he is going to
tonight. As she finishes her apple, Claire decides that she has enough time to go for a quick jog through the
neighborhood before she needs to get ready. She quickly changes into her tank top and running shorts and
throws on her running shoes and is out the door. She jogs for about 20 minutes, being sure not to break too
much of a sweat. When she gets home, she throws her hair up into a messy bun and hops in the shower to
rinse off.
C U S T O M E R N A R R A T I V E
77

8. When she gets out of the shower, her father must be gone, because the house is silent. She and her
friends are going out for sushi for her good friend Danny’s 18th birthday tonight, and she needs to figure
out what to wear. The restaurant that they are going to is a slightly more upscale place, with an authentic
Japanese atmosphere to it. She chooses her shoes first for this outfit, a pair of black, closed toe pumps
with some gold studs on the heel. She chooses a deep red, short sleeved dress with a few leather trims on
the neckline, sleeves and hemline. She takes her hair down from the bun and curls some pieces that look
like they have gone flat. When she is done with her hair, she moves on to her makeup. She puts on a little
bit of bronzer and some liquid eyeliner, and touches up her lipgloss.
At about six thirty, she leaves for the restaurant, taking a taxi again for the thirty minute ride to the
restaurant. She gets to the restaurant, sees a couple of the people from her group, and joins them. A few
people are not there yet, so they wait for everyone to get there. Once every one is there, she orders Miso
soup, edamame, and a rainbow roll. After dinner, everyone goes back to Danny’s house to hang out and
chat some more.
Claire gets home at midnight, and she is exhausted. She hangs her dress back up and puts her shoes
back into her closet. She washes her face, brushes her teeth, and climbs back into her large four post bed.
C U S T O M E R N A R R A T I V E
8

9. I N S P I R A T I O N
9

10. B R A N D R A T I O N A L E
AbstracTed allows Ted Baker to bring classic styles, with Ted’s contemporary flair to
evening fashions for teens and young women. Teen’s evening fashions are missing Ted’s
sophisticated touch, and Ted is going to fill that void with AbstracTed.
10

11. C O L O R P A L E T T E
Black Ash
Black Floral Print Alabaster
China Blue Wild Rose
11

12. G R O U P O V E R V I E W
Taryn Dress
Style # 111B-01B
Tatiana Dress
Style # 111B-03B
Teah Dress
Style # 111C-02B
Tammy Crop
Style # 113A-02A
Tammy Skirt
Style # 112A-02B
12

13. G R O U P O V E R V I E W
Tilly Dress
Style # 111C-04B
Tina Gown
Style # 111A-01B
Tabbi Gown
Style # 111A-02B
Toriana Crop
Style # 113B-06A
Toriana Skirt
Style # 112B-05B
13

14. C L A S S I F I C A T I O N P L A N
Year
1 2016
2 2017
3 2018
4 2019
Season
1 Spring
2 Summer
3 Autumn
4 Winter
Classification Subclass
1 Dresses A Long
B Short
C Mid Length
2 Skirts A Short
B Mid Length
3 Shirts A Short Sleeves
B Sleeveless
Color/Print
1 Black
2 Black Floral Print
3 Ash
4 China Blue
5 Wild Rose
6 Alabaster
Fabrication
A Organic Cotton
B Polyester
14

15. 15
M A S T E R S H E E T
Tatiana Dress: 111B-03B
Taryn Dress: 111B-01B
Tina Gown: 111A-01B
Teah Dress: 111C-02B
Tilly Dress: 111C-04B
Tabbi Gown: 111A-02B
Toriana Crop: 113B-06A
Toriana Skirt: 112B-05B
Tammy Crop: 113A-02A
Tammy Skirt: 112A-02B

16. C O S T S H E E T S
AbstracTed
Date: Style # : 111B-03B
Product Description:Tatiana Dress
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Ash/Black Wholesale: 154
Sug. Retail: 308
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester Shell Ash 3 7 21
Polyester Trim Black 1 7 7
TOTAL MATERIAL COST 28
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 40
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 47
Ash
TOTAL COST OF PRODUCT: 77
16

17. AbstracTed
Date: Style # : 111A-01B
Product Description:Tina Gown
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Black/China Blue Wholesale: 272
Sug. Retail: 544
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Chiffon Trim 3 6 18
Polyester Shell 4 7 28
Leather Belt 1 21 21
TOTAL MATERIAL COST 67
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 60
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 67
China Blue
TOTAL COST OF PRODUCT: 136
17
C O S T S H E E T S

18. AbstracTed
Date: Style # : 111C-04B
Product Description:Tilly Dress
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: China Blue/Black Wholesale: 172
Sug. Retail: 344
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester China Blue 3 7 21
Leather Trim Black 1 21 21
TOTAL MATERIAL COST 42
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 35
Growth/Overhead 5
Transport 2
China Blue
TOTAL LABOR COST 42
Black
TOTAL COST OF PRODUCT: 86
18
C O S T S H E E T S

19. AbstracTed
Date: Style # : 113B-06A
Product Description:Toriana Crop
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Alabaster Wholesale: 90
Sug. Retail: 180
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Organic Cotton 1 6 6
TOTAL MATERIAL COST 6
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 30
Growth/Overhead 5
Transport 2
Alabaster
TOTAL LABOR COST 37
TOTAL COST OF PRODUCT: 45
19
C O S T S H E E T S

20. AbstracTed
Date: Style # : 112B-05B
Product Description:Toriana Skirt
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Wild Rose Wholesale: 120
Sug. Retail: 240
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester 3 7 21
TOTAL MATERIAL COST 21
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 30
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 37
China Blue
TOTAL COST OF PRODUCT: 60
20
C O S T S H E E T S

21. AbstracTed
Date: Style # : 111A-02B
Product Description:Tabbi Dress
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Black Floral/Black Wholesale: 236
Sug. Retail: 472
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester Black Floral 2 7 14
Black 5 7 35
TOTAL MATERIAL COST 49
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
Bridal Lace
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 60
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 67
China Blue
TOTAL COST OF PRODUCT: 118
21
C O S T S H E E T S

22. AbstracTed
Date: Style # : 111B-01B
Product Description:Taryn Dress
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Black/Cream Wholesale: 178
Sug. Retail: 356
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester Chiffon 3 6 24
Polyester Lining 3 7 21
TOTAL MATERIAL COST 45
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
Bridal Lace 1 5 5
TOTAL TRIMMING COST 7
LABOR AMOUNT
Cut/Make/Trim 30
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 37
Alabaster
TOTAL COST OF PRODUCT: 89
22
C O S T S H E E T S

23. AbstracTed
Date: Style # : 113A-02A
Product Description:Tammy Crop
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Black Floral Print Wholesale: 90
Sug. Retail: 180
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Organic Cotton 1 6 6
TOTAL MATERIAL COST 6
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 30
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 37
Ash
Wild Rose
TOTAL COST OF PRODUCT: 45
23
C O S T S H E E T S

24. AbstracTed
Date: Style # : 112A-02B
Product Description:Tammy Skirt
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Black Floral Print Wholesale: 120
Sug. Retail: 240
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester 3 7 21
TOTAL MATERIAL COST 21
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 30
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 37
Ash
Wild Rose
TOTAL COST OF PRODUCT: 60
24
C O S T S H E E T S

25. AbstracTed
Date: Style # : 111C-02B
Product Description:Teah Dress
Sizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16
Colors: Black Floral Print Wholesale: 154
Sug. Retail: 308
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH
Polyester Black Floral 3 7 21
Polyester Black 1 7 7
TOTAL MATERIAL COST 28
TRIMMINGS QTY PRICE AMOUNT
Zipper 1 1 1
Hook and Eye 1 1 1
TOTAL TRIMMING COST 2
LABOR AMOUNT
Cut/Make/Trim 40
Growth/Overhead 5
Transport 2
Black
TOTAL LABOR COST 47
Ash
Wild Rose
TOTAL COST OF PRODUCT: 77
25
C O S T S H E E T S

26. B R A N D I D E N T I T Y
Brand Identity
Playful
Fashion Forward
Colorful
Selling Appeal
Distinguished
High Quality
Status
Distinct Characteristics
Unique Details
Classic with a Twist
Silhouettes
26

27. R E T A I L P A R T N E R
Locations:
Nordstrom Michigan Ave., Chicago, IL
Nordstrom Oakbrook, Oak Brook, IL
Nordstrom Southcenter, Seattle, WA
Nordstrom The Grove, Los Angeles, CA
Nordstrom Fashion Island, Newport Beach, CA
Nordstrom Stonestown Galleria, San Francisco, CA
Nordstrom Shops at La Cantera, San Antonio, TX
Nordstrom Barton Creek Square, Austin, TX
Nordstrom Galleria Dallas, Dallas, TX
Ted Baker is a staple in Nordstrom stores throughout the country, because of this, we decided that Nordstrom
would be the perfect retailer to partner with for AbstracTed. AbstracTed will be offered exclusively at
Nordstrom along the West Coast, as well as in the Midwest and Southwest. These stores were selected
because of their volume as well as their locations. To begin, this line will only be offered during the spring
season for the Prom season.
Nordstrom
27

28. P R O D U C T I O N C A L E N D A R
February Research market trends, industry, and consumer
March
Trend/mood boars, color palette, design aesthetic, sourcing, sketching, and
sizing
April
Finalizing flats, group overview, sourcing trim/labels/production, sample
yardage
May Pattern development, first samples, fit models, first cost sheets
June
Finalizing samples, finalizing collection, line edit, style numbers, care and
content labels
July
Final costs, final collection, industry content, photographing, pricing,
selling appointments and line sheets
August MARKET LAUNCH (Fashion Week)
September
Selling in regional markets, ordering production, ordering fabrics, labels,
trim, and shipping packaging
October Drop items from collection and grade patterns
November
Production, receiving all components from CMT, mass production, direct
marketing and quality control
December Social media content, media calendar, very consumer driven
January Shipping, two weeks to complete
28

29. P U R C H A S E O R D E R
Ven# Vendor Name Beg. Ship Complete Terms Label Dept Season Buyer Date PO# Retailer
674305 Ted Baker 2/1/16 2/15/16 2T10 AbstracTED Special O. Spring ‘16 Karen 1/1/16 7294529Nordstrom
New Order X Confirmation _____ Shipped: ______ Ordinary X Special______
XS S M L XL
Style # Description Color 2 4 6 8 10 12 # Units WholsaleRetail TWS TR
111B-03B Tatiana Dress 03 - Ash 1 2 4 4 2 1 14 $154.00 $308.00 $2,156.00 $ 4,312.00
111B-01B Taryn Dress 01 - Black 2 3 4 4 3 2 18 $178.00 $356.00 $3,204.00 $ 6,408.00
111C-02B Teah Dress 02 -Floral 1 2 3 2 2 1 11 $154.00 $308.00 $1,694.00 $ 3,388.00
113A-02A Tammy Crop 02 -Floral 2 4 6 4 1 0 17 $90.00 $180.00 $1,530.00 $ 3,060.00
112A-02B Tammy Skirt 02 -Floral 2 4 6 6 2 1 21 $120.00 $240.00 $2,520.00 $ 5,040.00
111A-01B Tina Gown 01 - Black 2 3 4 4 3 1 17 $272.00 $544.00 $4,624.00 $ 9,248.00
111C-04B TIlly Dress 04 - Blue 2 3 5 3 2 1 16 $172.00 $344.00 $2,752.00 $ 5,504.00
113B-06A Toriana Crop 06 - Alabaster 2 4 6 4 1 0 17 $90.00 $180.00 $1,530.00 $ 3,060.00
112B-05B Toriana Skirt 05 - Rose 2 4 6 6 2 1 21 $120.00 $240.00 $2,520.00 $ 5,040.00
111A-02B Tabbi Gown 02 - Floral 2 3 4 4 3 1 17 $236.00 $472.00 $4,012.00 $ 8,024.00
169 $26,542.00 $53,084.00
29

30. P U R C H A S E I N V O I C E
INVOICE Date Invoice #
2/16/16, 12:00:00 AM38502
Bill To: Ship To:
Nordstrom, Inc. Nordstrom #220
1617 Sixth Avenue 55 E. Grand Avenue
Seattle, WA 98101-1707 Chicago, IL 60611
P.O. Number Terms Rep Ship Via F.O.B. Label/Brand
7294529 2T10 Amanda 2/10/16 Truck Store Ted Baker AbstraTed
Quantity Style # Description Price Each Total Amount
14 111B-03B Tatiana Dress $154.00 $2,156.00
18 111B-01B Taryn Dress $178.00 $3,204.00
11 111C-02B Teah Dress $154.00 $1,694.00
17 113A-02A Tammy Crop $90.00 $1,530.00
21 112A-02B Tammy Skirt $120.00 $2,520.00
17 111A-01B Tina Gown $272.00 $4,624.00
16 111C-04B Tilly Dress $172.00 $2,752.00
17 113B-06A Toriana Crop $90.00 $1,530.00
21 112B-05B Toriana Skirt $120.00 $2,520.00
17 111A-02B Tabbi Gown $236.00 $4,012.00
Grand Total $26,542.00
30

31. AbstracTed
Sales Projection
Introduction - 4 wks
Product Units Sold On Hand
Long Dresses 34 12 22
Mid-Length Dresses 27 10 17
Short Dresses 32 11 21
Cropped Shirts 34 12 22
Skirts 42 15 27
Total 169 60 109
Maintanence - 4 wks
Product Units Sold On Hand
Long Dresses 22 17 5
Mid-Length Dresses 17 13 4
Short Dresses 21 16 5
Cropped Shirts 22 17 5
Skirts 27 21 6
Total 109 84 25
Clearance - 2wks
Product Units Sold On Hand
Long Dresses 5 3 2
Mid-Length Dresses 4 2 2
Short Dresses 5 3 2
Cropped Shirts 5 5 0
Skirts 6 6 0
Total 25 19 6
S A L E S P R O J E C T I O N
B Y I T E M
31

32. S A L E S P R O J E C T I O N
M A S T E R
Introduction
Beginning Stock on Hand
Sell Through
Ending Stock on Hand
Maintenance
Beginning Stock on Hand
Sell Through
Ending Stock on Hand
Clearance
Beginning Stock on Hand
Sell Through
Ending Stock on Hand
169
60
109
109
84
25
25
19
6
35%
50%
15%
32

33. F L O O R P L A N S
Introduction
33

34. Maintenance
34
F L O O R P L A N S

35. Clearance
35
F L O O R P L A N S

36. L I N E S H E E T S
AbstracTed
Spring/Summer 2016
Delivery February 1st thru February 15th
Minimum Order: One full size run of three styles
Sales Rep: Amanda
Order Cut-off Date: January 15th
Tammy Crop
Style # 113A-02A
Wholesale: $92
Retail: $184
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral Print
Tammy Skirt
Style # 112A-02B
Wholesale: $120
Retail: $240
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral Print
Toriana Crop
Style # 113B-06A
Wholesale: $90
Retail: $180
Sizes: 2, 4, 6, 8, 10, 12
Color: Alabaster
Toriana Skirt
Style # 112B-05B
Wholesale: $120
Retail: $240
Sizes: 2, 4, 6, 8, 10, 12
Color: Rose
36

37. L I N E S H E E T S
Tilly Dress
Style # 111C-04B
Wholesale: $172
Reatil: $344
Sizes: 2, 4, 6, 8, 10, 12
Color: China Blue
Tina Gown
Style # 111A-01B
Wholesale: $272
Retail: $544
Sizes: 2, 4, 6, 8, 10, 12
Color: Black
Tabbi Gown
Style # 111A-02B
Wholesale: $236
Retail: $472
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral
Taryn Dress
Style # 111B-01B
Wholesale: $178
Retail: $356
Sizes: 2, 4, 6, 8, 10, 12
Color: Black/Alabaster
Tatiana Dress
Style # 111B-03B
Wholesale: $154
Retail: $308
Sizes: 2, 4, 6, 8, 10, 12
Color: Ash/Black
Teah Dress
Style # 111C-02B
Wholesale: $154
Retail: $308
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral Print
37

38. 38
“At Ted Baker, the approach to marketing the brand remains the same as it was
from day one, and that's primarily by word of mouth and an unconventional
approach. Ted Baker remains one of the only brands to be built into an
international designer label without an advertising campaign. As it chooses not to
advertise, it must do everything it can to support the various collections in a more
cohesive, interesting and quirky manner. From employing witty, eclectic and
engaging window displays to amusing in-store giveaways and one off unique
events and digital initiatives.”
M A R K E T I N G B U D G E T
Total Budget:
Total Wholesale $238,878.00
% for Marketing 5%
Total Marketing Budget $11,944.00
Introduction 20% $2,388.80
Maintenance 30% $3,583.20
Clearance 50% $5,972.00
Budget Per Phase:

39. 39
M A R K E T I N G :
I N T R O D U C T I O N
Objective:
To introduce the younger audience to Ted; to show them what Ted has to offer over any other young adult,
evening brand.
Strategy:
Ted Baker and AbstracTed will host the annual Prom Fashion Show held at Nordstrom. This event will be at
three stores; Oakbrook Center in Oak Brook, Illinois, The Grove in Los Angeles, California, and The Galleria in
Dallas, Texas.
Tactic:
Each model for the fashion shows will be chosen through social media by allowing students to vote on their
peers, one student per school in the surrounding area will be chosen. Each attendee of the fashion show will
receive a Ted Baker bangle in either gold or silver, ($3.75 each) fifty of these will be provided per store. The
stores without an event, will use the bangles as Gift With Purchase for that day.
Control Method:
Each model will receive 20% off of any one Abstracted dress of their choice (each store will have maximum of
eight models). For each purchase of AbstracTed, the customer will be entered into a drawing. One customer
from each store will win shoes and accessories for their prom provided by Ted Baker, and one guest in the
country will also win a suit (or dress) for her date provided by Ted Baker.
Budget: $2,388.80

40. 40
M A R K E T I N G :
M A I N T E N A N C E
Budget: $3,583.20
Objective:
To bring customers into the store to purchase prom dresses.
Strategy:
A flash sale that will be promoted through social media.
Tactic:
Two AbstracTed models, with AbstracTed business cards, will be roaming each store that carries AbstracTed for
one hour. Any customer that finds them, will receive a business card that states that they will get 20% off of one
AbstracTed item.
Control Method:
This flash sale business card will only be valid on the day that the models are in the store. The customers only
have one hour to receive the business cards to get their discount.

41. 41
M A R K E T I N G :
C L E A R A N C E
Budget: $5,972.00
Objective:
To bring customers into the store to purchase prom dresses.
Strategy:
Percentage of proceeds will go to Trio Animal Foundation.
Tactic:
Every week during clearance, a local animal shelter will be sponsored and will have photos of their animals
featured in the dresses department.
Control Method:
Ten percent of all sales from clearance dresses will go to Trio Animal Foundation.

43. 43
AbstracTedB Y T E D B A K E R
Press Kit
Spring/Summer 2016

44. About “Ted”
44
Ted Baker was started by Ray Kelvin in Glasgow, Scotland as a simple men’s
shirt specialist. Ray chose to remain anonymous by not naming the brand after
his own name, and chooses to remain anonymous by never showing his face.
He wants the brand to encompass what is known as “Ted.” He has always
focused on quality, in every line, and will continue to focus on that as he adds
more lines to his repertoire. In 1996, Ray opened his first womenswear store in in
Nottingham, England.
By 1998, Ted Baker was opening its first store in America in New York, and also
launched our website, just one year after the internet made its way over to
Europe. Always being ahead of the curve is one of Ted’s strong suits.
At Ted Baker, we pride ourselves on marching to the beat of our own drums. We
like to surprise people and stay quirky and unordinary, from our designs to our
marketing techniques.
Ted Baker is still expanding, just this past year we opened a store in Hong Kong
as well as in Dubai.
…And we have no plans of stopping.

45. Ted’s Press Room
“I want the
company to be
known for
dressing people
well."
Ted Baker is proud to announce that there will be another line added to the
Ted Baker family. AbstracTed, a young women’s evening line, focusing on
Prom styles, is set to hit Nordstrom stores this spring. Ray Kelvin, CEO and
founder of Ted Baker, has always had the company’s best interests in mind
when planning line expansions, and this is no different. When asked about
this line, Ray responded with, “I want the company to be known for dressing
people well.”
November 15th, 2015 — PRESS RELEASE
AbstracTed will have three launch
parties, one in each area of the
country that is going to be
carrying AbstracTed. The three
stores that have been chosen are,
Chicago, Michigan Ave., Los
Angeles, The Grove, and Dallas,
Galleria. The event will be
Saturday, March 19th, at 10 am at
each store. There will be a fashion
show showcasing the AbstracTed
line, as well as a continental
breakfast for the guests. Tickets
will be free, but the events are by
invite only.
“We at Ted Baker are very excited to be able to share our brand with a
younger audience. Our line is different than anything that has been on the
sales floor in past few years, and we can’t wait to share it with you,” Lauren
Nelson said, when touching on the line. AbstracTed has subtle pops of
color, and leather accents that set it apart from other evening lines.
AbstracTed Launches at Nordstrom
45

46. LA Times, April 14th 201546

47. The Standard, April 17th 2015
47

48. Marketing Land, March 12th 2015
48

49. Mideast Time, May 7th 2015
49

50. AbstracTed
Spring/Summer 2016
Delivery February 1st thru February 15th
Minimum Order: One full size run of three styles
Sales Rep: Amanda
Order Cut-off Date: January 15th
Tammy Crop
Style # 113A-02A
Retail: $184
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral Print
Tammy Skirt
Style # 112A-02B
Retail: $240
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral Print
Toriana Crop
Style # 113B-06A
Retail: $180
Sizes: 2, 4, 6, 8, 10, 12
Color: Alabaster
Toriana Skirt
Style # 112B-05B
Retail: $240
Sizes: 2, 4, 6, 8, 10, 12
Color: Rose
50

51. Tilly Dress
Style # 111C-04B
Reatil: $344
Sizes: 2, 4, 6, 8, 10, 12
Color: China Blue
Tina Gown
Style # 111A-01B
Retail: $544
Sizes: 2, 4, 6, 8, 10, 12
Color: Black
Tabbi Gown
Style # 111A-02B
Retail: $472
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral
Taryn Dress
Style # 111B-01B
Retail: $356
Sizes: 2, 4, 6, 8, 10, 12
Color: Black/Alabaster
Tatiana Dress
Style # 111B-03B
Retail: $308
Sizes: 2, 4, 6, 8, 10, 12
Color: Ash/Black
Teah Dress
Style # 111C-02B
Retail: $308
Sizes: 2, 4, 6, 8, 10, 12
Color: Black Floral Print
51

52. "On Being Ted (Baker, That Is)." Financial Review. N.p., 20 Mar. 2014. Web. 2 May 2015.
52
B I B L I O G R A P H Y
"Ted Baker | Homepage." Ted Baker | Homepage. N.p., n.d. Web. 12 Feb. 2015.
Coughlan, Molly. "FCP Reflections: Molly Coughlan: Ted Baker Work Placement." FCP Reflections:
Molly Coughlan: Ted Baker Work Placement. N.p., Feb. 2014. Web. 12 May 2015.
"Trio Animal Foundation - HOME." Trio Animal Foundation - HOME. N.p., n.d. Web. 20 Feb. 2015.
"Ted's Aim & Strategy." – Ted Baker. N.p., n.d. Web. 14 Mar. 2015.
Olivier, Ellen. "Dodgers Make Model Guests at Blue Diamond Gala." Los Angeles Times. Los
Angeles Times, 17 Apr. 2015. Web. 07 May 2015.
"Ted Baker Store Evokes Tram and Train Imagery." The Standard. N.p., 17 Apr. 2015. Web. 07 May
2015.
Hall, Steve. "Fashion Retailer Encourages People To Re-Gram Its Specially-Processed Instagram
Images And Apply Filters To Reveal Hidden Clues To Prizes." Marketing Land. N.p., 12 Mar. 2015.
Web. 07 May 2015.
Khaledi, Karim. "Ted Baker Plc Given “Buy” Rating at Liberum Capital (TED)." Mideast Time RSS.
N.p., 07 May 2015. Web. 07 May 2015.