FSH 632 Trend Analysis & Product Development

Ziwei Wang (ViVi)Chia Wen Hsu

Yuefei Zhang (Chris) Shraddha Kutty

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.

HISTORY

MISSION + VISION

TB’s aim is to become a world leading designer brand through;• Expansion of

collections• Controlled

distribution• Carefully managed

development of markets

BUSINESS MODELRetail• Stores and concessions across UK,

Europe, North America and Asia, and e-commerce business based in the UK, serving the UK and Europe.

WholesaleOperations in the UK and US

License IncomeBoth 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

COLLECTIONS TB is focused on attention to detail and commitment to quality, making Ted Baker products stand apart in the market.

MenswearFormalwearWomenswear

COLLECTIONS: Menswear

COLLECTIONS: Womenswear

COLLECTIONS: License Products

‘

LuggageJewelryFragrancesFootwearEyewearWatchesIn Bed With Ted’

‘B by Ted Baker’‘Baker by Ted BakerGiftingAudio

SOCIAL MEDIA

TARGET CONSUMER PROFILE

Primary Customer

TARGET CONSUMER PROFILE

Secondary Customer

COMPETITOR ANALYSIS I1.

2.

3.

COMPETITOR ANALYSIS II

Affordability

Classic

Brand Perception Graph

SWOT ANALYSIS

4PS: PRODUCT / PRICE / PLACE / PROMOTION

PRICE

•••

PLACEStore 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

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

LINE DEVELOPMENT: INSPIRATION

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 2010http://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