This document provides an overview of the Ted Baker brand, including its history, mission, business model, target customers, collections, and marketing strategy. Ted Baker is a global British lifestyle brand known for its quirky yet high-quality fashion, detailed designs, and use of patterns and colors. It uses a multi-channel distribution approach including retail stores, wholesale, and licensing. The target customer is primarily female consumers between 25-45 years old with secondary targets including younger consumers. Competitors and strategies are also analyzed.

1. FSH 632 Trend Analysis & Product
Development
Ziwei Wang (ViVi)
Chia Wen Hsu
Yuefei Zhang (Chris)
Shraddha Kutty

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. HISTORY

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. 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. 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. COLLECTIONS: Menswear

8. COLLECTIONS: Womenswear

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. SOCIAL
MEDIA

11. TARGET CONSUMER
PROFILE
Primary Customer

12. TARGET CONSUMER
PROFILE
Secondary Customer

13. COMPETITOR ANALYSIS
I1.
2.
3.

14. COMPETITOR ANALYSIS
II
Affordability
Classic
Brand Perception Graph

15. SWOT
ANALYSIS

16. 4PS: PRODUCT / PRICE / PLACE / PROMOTION
PRIC
•
•
•

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, retailweek.com

18. PROMOTION
Promotional Mix includes such elements as
• Personal Selling
• Sales Promotion
• Public Relations
• Direct Mail
• Trade Fairs and Exhibitions
• Advertising, and Sponsorship

19. LINE DEVELOPMENT: INSPIRATION

20. Citation
http://www.tedbakerplc.com/~/media/Files/T/Ted-Baker/results-and-reports/report/2015/2015-Annual-report.pdf
http://www.tedbakerplc.com/
http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=5720290
http://www.marketingmagazine.co.uk/article/1097819/ted-baker-launches-rutting-season-facebook-campaign
Designer/Upmarket Clothing - UK - March 2010
http://camdencollective.co.uk/2013/06/what-would-ted-do/
http://saahub.com/2012/10/puppets-for-ted-baker/
http://www.pentland.com/our-brands.html
http://money.usnews.com/money/personal-finance/articles/2012/09/13/where-do-you-fall-in-the-american-economic-class-system
http://www.tedbaker.com/row/about-ted/our-timeline
http://www.tedbaker.com/us/Womens/c/category_womenshttp://www.tedbaker.com/us/Womens/c/category_womens
http://www.paulsmith.co.uk/uk-en/shop/information/company-history.html
http://www.businessoffashion.com/community/people/paul-smith
http://www.vogue.co.uk/news/2013/05/16/ted-baker-celebrates-25th-anniversary---ray-kelvin-interview
http://www.retail-week.com/sectors/fashion/analysis-how-is-ted-baker-consistently-delivering-growth/5044616.article