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Having Launched As a Shirt Specialist in Glasgow, Ted Baker Quickly

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Having Launched As a Shirt Specialist in Glasgow, Ted Baker Quickly Superbrands UK Annual V19 Having launched as a shirt specialist in Glasgow, Ted Baker quickly became the place to buy the very best contemporary menswear around, earning the moniker of ‘No Ordinary Designer Label’. Last year marked three decades since the brand’s inception; the idea fi rst struck during a fi shing trip in 1987. Market DID YOU KNOW? as it was from day one; primarily by word Notoriously competitive and fast-paced, the fashion of mouth and out of the ordinary activity. industry is one of the world’s largest and most What other brand would give away Paxo stuffi ng complex. Within this rapidly-changing context, Every standalone Ted Baker at Christmas, a can of chocolate bunny hotpot Ted continues to buck diffi cult trading conditions store across the world for Easter, or even special World Cup football cards, and successfully combat quickly-evolving Roy of the Rovers style? Ted remains one of the competitors, helped by its model of having is completely different, only brands to be built into an international signifi cantly more concessions over standalone designer label without an advertising campaign. stores, which has seen it beat a slump in retail with a theme inspired by the city footfall. Ted’s unconventional approach it’s situated in, and a bespoke This unconventional approach is and has always of direct-to-consumer marketing contributes been led by Closest Man to Ted, CEO and Founder to this advantage, giving the brand particular marketing strategy. Ray Kelvin CBE, whose unique vision continues strength both online and internationally. to drive progress and success today. As Ted Ted’s distinctive and quirky British take chooses not to advertise, the brand must on fashion continues to make it a leading so in fact that the fi rst stores used to provide do everything it can to support the collections player in an increasingly challenging market, a laundry service for every shirt purchased – in a more consistent, different and fun manner. and it expects to see this impressive record something that gained the quickly growing continue for years to come. brand the title of ‘No Ordinary Designer Label’. Today Ted’s collections cover more than Everything produced under the Ted Baker name menswear, womenswear and fashion Product has his personality woven into its very heart. accessories. From bedlinen, tiles, tableware From the beginning Ted has had a very clear, and rugs, to stationery, grooming, cosmetics, unswerving focus on quality, attention to detail As you’d expect from Ted, the approach audio technology and even bicycles, Ted Baker as well as a quirky sense of humour, so much to marketing the brand remains the same is truly a global lifestyle brand. Achievements As one of the UK’s leading designer brands, Ted has consistently increased its turnover and profi t year on year, and has taken over £530m in retail sales globally in the past fi nancial year. In 2017, as well as the blockbuster Spring/Summer and Autumn/Winter collections across all product lines (and activity in 55 countries worldwide), Ted launched brand new collections including; luxury loungewear from Ted Says Relax; a beautiful Tie the Knot bridal collection; Colour by Numbers, a contemporary take on modern minimalism; Cottoned On, an architecture-inspired womenswear capsule; Precious Wonders, a fi ne jewellery range for ladies; Well Heeled, Italian-made handcrafted footwear for gents; and a collection tailored for the fairway in Ted Baker Golf. Additionally, Ted’s Grooming Room launched in Canary Wharf, as well as a fresh look and formula for the product range. Ted also opened in St. Pancras with a railway-inspired store superbrands.uk.com 555944_SB18_p112-113_Ted5944_SB18_p112-113_Ted Baker.inddBaker.indd 112112 331/01/20181/01/2018 112:212:21 Ted Baker Brand History 11987987 The idea for a global brand came to Ray Kelvin CBE while fl y-fi shing. 11988988 Ted opens its fi rst store in Glasgow. 11990990 Covent Garden becomes the site for Ted’s fi rst London store. 11993993 Ted launches the fi rst womenswear collection. 11996996 Ted begins wholesale operations in the USA. 11997997 Ted Baker fl oats on the London Stock Exchange. 22000000 Ted’s fi rst footwear collection launches and The Ugly Brown Building opens. 22001001 Eyewear becomes the next major launch for Ted, and is now distributed globally. 22004004 Global expansion continues with Ted’s fi rst shops in Australia and New Zealand. 22010010 The fi rst Ted’s Grooming Room opens in Cheapside. 22011011 ‘The Closest Man to Ted’, Ray Kelvin, is awarded a CBE for services to the fashion industry. 22016016 Ted works with Hollywood Director Guy Ritchie on the ‘Mission Impeccable’ AW16 campaign. 22017017 Ted launches an unprecedented number of new collections, continuing its success in 55 countries worldwide during a diffi cult year for retail. as well as in Oxford Westgate along with a second Additionally, Ted has consolidated its existing developed with one simple objective in mind: village-within-a-village at one of Britain’s top warehouses and distribution network into one to connect and engage customers with Ted tourist attractions, Bicester Outlet Village. enormous complex in Derby, helping to streamline Baker, resulting in increased loyalty and high Meanwhile, overseas Ted gained ground fulfi lment for its rapidly expanding and successful levels of return on investment. in Miami, Tokyo, Sydney, Paris, Shanghai, e-commerce business. Further supporting this, LA, and Kuala Lumpur. Ted also implemented a completely new IT system Brand Values across its global business to futureproof its Ted’s mission is to build a successful company Recent Developments infrastructure capabilities for predicted expansion. through the creation of a leading designer brand. As well as continued success on the high street, It aims to achieve this by encouraging team online and internationally, there have been several Promotion members to conduct themselves in an effi cient signifi cant developments behind the scenes at Ted Social media presences across various global and courteous manner and by maintaining Ted’s that are important company milestones as well territories are supported with wider strategic high standards and integrity. Ted prides itself as investments in its future. The company recently developments of new platforms to support in always being in a position to satisfy the needs purchased its headquarters in King’s Cross, emerging markets. Using Ted’s unique tone of its customers. In order to protect the ethos and London (humorously yet aptly referred of voice and eye for detail to articulate the brand persona for which Ted has gained an enviable to as ‘The Ugly Brown Building’), with extensive in a memorable fashion, Ted’s in-house Brand reputation, the team is always asking themselves plans to redevelop it as a hotel, retail complex Communications team works to deliver bespoke the question ‘Would Ted do it that way?’ and fashion school, and to double the size strategic and creative output across all channels. of the brand’s offi ces. Fun, engaging and unforgettable ideas are tedbaker.com 555944_SB18_p112-113_Ted5944_SB18_p112-113_Ted Baker.inddBaker.indd 113113 223/01/20183/01/2018 009:069:06.
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