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Starting out As a Men's Shirt Specialist in Glasgow in 1988, Ted Baker

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Starting out As a Men's Shirt Specialist in Glasgow in 1988, Ted Baker SUPERBRANDS ANNUAL 2011 SuperbrandsDigital.com tedbaker.com TED BAKER an innovative combination of leading-edge half the price’ – and this maxim is also applied innovative communications approach that technology and traditional tailoring to its burgeoning accessories collections for focused on forging a personal relationship techniques. The most recent addition to men and women. These ranges are designed with the customer. This core principle of the Phormal collection, Pashion, offers the to complement the clothing collections, establishing a direct and engaging connection ultimate in sharp suiting, shirts, knitwear and incorporating the same directional colours, with customers has been at the forefront of the ties and is designed to inject passion back patterns, textures, trims and prints. brand’s communication strategy ever since. into formalwear. Achievements Ted Baker’s communications synergise closely The womenswear collection at Ted Baker was 2010 was a signifi cant year for Ted Baker, with with the product, store environment and launched in 1995, and has changed emphasis the launch of more than 12 new stores across service delivery to create an integrated brand dramatically over the last few years. There has the globe, including in Kuwait, Sydney, Abu and customer experience. Humorous and off been a conscious move towards developing Dhabi and New York, and a bespoke online the wall, the brand’s communications are never more sophisticated, on-trend silhouettes, store in the US. Ted Baker now has 80 stores ordinary; irreverent window displays, unusual Starting out as a men’s shirt specialist in Glasgow in 1988, Ted Baker quickly gained the prints and colours to remain relevant yet worldwide and more than 110 concessions store events and quirky messages, games, title of ‘No Ordinary Designer Label’ and has since become an international lifestyle brand, offering menswear, womenswear and everything in between. The brand’s unconventional approach to fashion, quirky sense of fun and unswerving focus on quality, design and attention to detail has helped establish a loyal and ever-expanding following worldwide. Market The clothing sector has shown stronger Product Ted Baker operates globally across a number than expected growth during the recession. Ted Baker creates distinctive collections with of highly competitive fashion markets although According to a report by Mintel, this has been a particular emphasis on offering signifi cant its primary focus is clothing and accessories. driven by the surprisingly robust shopping value through its high quality product design In 2010, Group revenue increased by 7.2 per habits of consumers and the younger end and attention to detail. There are four main cent to £163.6 million for the 52 weeks ending of the market, in particular. The report found launches every year: spring, summer, 30th January 2010 (the equivalent 2009 fi gure that the clothing market grew by 1.4 per cent autumn and Christmas. Ted also has season was £152.7 million). Profi t before tax and in 2009 to £41.3 billion (US$65.6 billion) and changeover transitional collections and fresh impairment increased by 3.6 per cent to should increase by a further 1.5 per cent in product stories launching weekly throughout £20.3 million (2009: £19.6 million) and profi t 2010 to reach £41.9 billion (Source: ‘Fashion: each season. before tax increased by 9.8 per cent to Impact of the Recession’ Mintel 2010). £19.5 million (2009: £17.8 million). While times and fashions may change, Ted’s distinctive in an increasingly competitive selling its clothing collections and range gifts and giveaways are designed to surprise Mintel highlighted Ted Baker as one of the aim to create a wardrobe for men who take industry. Dresses remain an integral part of of accessories, which span footwear and and delight the customer – adding value to top fi ve performers for clothing over the 2009 real pride in their appearance has never altered. the collection with styles, fabrics and shapes jewellery to eyewear and fragrances. their experience each time they visit a store. Christmas period. Mid-market and aspirational The menswear collection offers everyday aimed at accommodating wide-ranging tastes Brand communications are aimed at creating brands with a younger consumer base have items such as shirts, jersey, knitwear, denim and preferences. Sophisticated knitwear, jersey, Recent Developments and retaining customer loyalty and endeavour outperformed the rest of the market, while and outerwear alongside the Phormal range outerwear, denim and tailoring in high quality With store expansion a key area of brand to deliver a healthy return on investment. some benefi ted from launching a much wider (formalwear with a fashion edge), which natural fabrics complete the offer. development in recent years, the launches in range of fashion online and increasing spend features products from the Mainline range, 2010 are being further bolstered by blossoming Brand Values on marketing as other brands slashed their Endurance suiting line and the luxury, limited Overall, the brand prides itself on delivering new relationships with Coin in Italy and Brown Ted Baker’s values lie in the uncompromising advertising and marketing budgets. edition Global collection – the latter being superior quality for less – ‘twice the product for Thomas in Ireland. quality of its products coupled with attention to detail and an innate sense of fun. It is this Another new venture, meanwhile, has been irreverent humour, quirkiness and refusal to the launch of the latest Ted Baker store follow the fashion crowd that makes the brand concept, the Grooming Room, where men stand out as a global leader in its fi eld. can experience the art of Turkish barbering, all delivered in Ted’s own inimitable style. Things you didn’t know Promotion about Ted Baker Ted Baker has prided itself on building a truly global reputation without the help of conventional advertising. As one of the Ted Baker’s company home is called pioneers of experiential marketing, the brand’s the Ugly Brown Building and has a 60ft irreverent sense of fun is used to connect waterfall at its centre. and engage with consumers and engender customer loyalty. Ted has been involved in two Guinness World Records: ‘Most people in pants in The fi rst Ted Baker store, offering a shirt one place’ was achieved in partnership laundry service to customers, established an with Everyman and Cosmopolitan (147 people), and ‘Most gigs attended in 1987 1990 1997 1998 1999 2003 2005/06 2007 2008/09 2010 seven days’ was won by Ted’s Gig Race Champion, Richard Halligan (15 gigs). The idea for a global Ted Baker’s fi rst London With its fi rst continental The fi rst standalone Ted Ted Baker’s largest Ted Baker’s luxury Ted Baker launches Pashion menswear Ted Baker celebrates Ted Baker’s Floral Street brand is conceived by store starts trading in franchise in Zurich, the Baker store opens on store to date opens in collection, Global, Archive, the classic shirt launches, as does the its 20th year in 2008 London store undergoes Ted’s store opening in Manhattan’s Ted Baker. The fi rst store Covent Garden. brand branches further American soil in New Bluewater Shopping launches alongside and tie collection, and childrenswear collection, by opening a new store a ‘typically Ted’ creative Meatpacking District featured removal opens in Glasgow the into Europe and in the York, and the brand’s Centre. The Endurance its own limited edition becomes the offi cial suit Baker by Ted Baker. Eleven concept in London’s refurbishment, Ted’s fi rst men distributing ‘packed’ items (such next year, soon followed same year becomes a fi rst website launches. range of suits is fragrance of the supplier to Australia’s new stores also open, Cheapside, Ted Baker Grooming Room opens as benches and bikes), all tagged with by stores in Manchester public company. launched, as is a new same name. Socceroos for the including a womenswear & Friends, then more in London, and a new ‘Signed, Sealed, Delivered, Ted’s Yours’. and Nottingham. fragrance: Woman. FIFA World Cup™. boutique in Covent Garden. stores across the globe. US website goes live. SUPERBRANDS ANNUAL 2011 SuperbrandsDigital.com tedbaker.com TED BAKER an innovative combination of leading-edge half the price’ – and this maxim is also applied innovative communications approach that technology and traditional tailoring to its burgeoning accessories collections for focused on forging a personal relationship techniques. The most recent addition to men and women. These ranges are designed with the customer. This core principle of the Phormal collection, Pashion, offers the to complement the clothing collections, establishing a direct and engaging connection ultimate in sharp suiting, shirts, knitwear and incorporating the same directional colours, with customers has been at the forefront of the ties and is designed to inject passion back patterns, textures, trims and prints. brand’s communication strategy ever since. into formalwear. Achievements Ted Baker’s communications synergise closely The womenswear collection at Ted Baker was 2010 was a signifi cant year for Ted Baker, with with the product, store environment and launched in 1995, and has changed emphasis the launch of more than 12 new stores across service delivery to create an integrated brand dramatically over the last few years. There has the globe, including in Kuwait, Sydney, Abu and customer experience. Humorous and off been a conscious move towards developing Dhabi and New York, and a bespoke online the wall, the brand’s communications are never more sophisticated, on-trend silhouettes, store in the US. Ted Baker now has 80 stores ordinary; irreverent window displays, unusual Starting out as a men’s shirt specialist in Glasgow in 1988, Ted Baker quickly gained the prints and colours to remain relevant yet worldwide and more than 110 concessions store events and quirky messages, games, title of ‘No Ordinary Designer Label’ and has since become an international lifestyle brand, offering menswear, womenswear and everything in between.
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