Final Project

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

T A B L E O F C O N T E N T S

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ContentExecutive 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

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.

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

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

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

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

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

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I N S P I R A T I O N

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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.

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C O L O R P A L E T T E

Black Ash

Black Floral Print Alabaster

China Blue Wild Rose

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G R O U P O V E R V I E W

Taryn DressStyle # 111B-01B

Tatiana DressStyle # 111B-03B

Teah DressStyle # 111C-02B

Tammy CropStyle # 113A-02A

Tammy SkirtStyle # 112A-02B

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G R O U P O V E R V I E W

Tilly DressStyle # 111C-04B

Tina GownStyle # 111A-01B

Tabbi GownStyle # 111A-02B

Toriana CropStyle # 113B-06A

Toriana SkirtStyle # 112B-05B

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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

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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

C O S T S H E E T S

AbstracTed

Date: Style # : 111B-03B

Product Description:Tatiana DressSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Ash/Black Wholesale: 154

Sug. Retail: 308

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester Shell Ash 3 7 21Polyester Trim Black 1 7 7

TOTAL MATERIAL COST 28

TRIMMINGS QTY PRICE AMOUNTZipper 1 1 1Hook and Eye 1 1 1

TOTAL TRIMMING COST 2

LABOR AMOUNTCut/Make/Trim 40Growth/Overhead 5Transport 2

Black

TOTAL LABOR COST 47

AshTOTAL COST OF PRODUCT: 77

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AbstracTed

Date: Style # : 111A-01B

Product Description:Tina GownSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Black/China Blue Wholesale: 272

Sug. Retail: 544

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHChiffon Trim 3 6 18Polyester Shell 4 7 28Leather Belt 1 21 21





Black

TOTAL LABOR COST 67

China BlueTOTAL COST OF PRODUCT: 136

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C O S T S H E E T S

AbstracTed

Date: Style # : 111C-04B

Product Description:Tilly DressSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: China Blue/Black Wholesale: 172

Sug. Retail: 344

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester China Blue 3 7 21Leather Trim Black 1 21 21





China Blue

TOTAL LABOR COST 42

BlackTOTAL COST OF PRODUCT: 86

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C O S T S H E E T S

AbstracTed

Date: Style # : 113B-06A

Product Description:Toriana CropSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Alabaster Wholesale: 90

Sug. Retail: 180

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHOrganic Cotton 1 6 6





Alabaster

TOTAL LABOR COST 37

TOTAL COST OF PRODUCT: 45

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C O S T S H E E T S

AbstracTed


Product Description:Toriana SkirtSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Wild Rose Wholesale: 120

Sug. Retail: 240

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester 3 7 21





Black

TOTAL LABOR COST 37


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C O S T S H E E T S

AbstracTed


Product Description:Tabbi DressSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Black Floral/Black Wholesale: 236

Sug. Retail: 472

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester Black Floral 2 7 14

Black 5 7 35


TRIMMINGS QTY PRICE AMOUNTZipper 1 1 1Hook and Eye 1 1 1Bridal Lace



Black

TOTAL LABOR COST 67


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C O S T S H E E T S

AbstracTed


Product Description:Taryn DressSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Black/Cream Wholesale: 178

Sug. Retail: 356

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester Chiffon 3 6 24Polyester Lining 3 7 21


TRIMMINGS QTY PRICE AMOUNTZipper 1 1 1Hook and Eye 1 1 1Bridal Lace 1 5 5



Black

TOTAL LABOR COST 37

AlabasterTOTAL COST OF PRODUCT: 89

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C O S T S H E E T S

AbstracTed

Date: Style # : 113A-02A

Product Description:Tammy CropSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Black Floral Print Wholesale: 90

Sug. Retail: 180

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHOrganic Cotton 1 6 6





Black

TOTAL LABOR COST 37Ash

Wild RoseTOTAL COST OF PRODUCT: 45

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C O S T S H E E T S

AbstracTed


Product Description:Tammy SkirtSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Black Floral Print Wholesale: 120

Sug. Retail: 240

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester 3 7 21





Black



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C O S T S H E E T S

AbstracTed

Date: Style # : 111C-02B

Product Description:Teah DressSizes: 2, 4, 6, 8, 10, 12 Season: Spring ‘16Colors: Black Floral Print Wholesale: 154

Sug. Retail: 308

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHPolyester Black Floral 3 7 21Polyester Black 1 7 7





Black



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C O S T S H E E T S

B R A N D I D E N T I T Y

Brand IdentityPlayfulFashion ForwardColorful

Selling AppealDistinguishedHigh QualityStatus

Distinct CharacteristicsUnique DetailsClassic with a TwistSilhouettes

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R E T A I L P A R T N E R

Locations:Nordstrom Michigan Ave., Chicago, ILNordstrom Oakbrook, Oak Brook, ILNordstrom Southcenter, Seattle, WA

Nordstrom The Grove, Los Angeles, CANordstrom Fashion Island, Newport Beach, CA

Nordstrom Stonestown Galleria, San Francisco, CANordstrom Shops at La Cantera, San Antonio, TX

Nordstrom Barton Creek Square, Austin, TXNordstrom 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

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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

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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# Retailer674305 Ted Baker 2/1/16 2/15/16 2T10 AbstracTED Special O. Spring ‘16 Karen 1/1/16 7294529 Nordstrom

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 TR111B-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

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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 #2201617 Sixth Avenue 55 E. Grand Avenue Seattle, WA 98101-1707 Chicago, IL 60611

P.O. Number Terms Rep Ship Via F.O.B. Label/Brand7294529 2T10 Amanda 2/10/16 Truck Store Ted Baker AbstraTed

Quantity Style # Description Price Each Total Amount14 111B-03B Tatiana Dress $154.00 $2,156.0018 111B-01B Taryn Dress $178.00 $3,204.0011 111C-02B Teah Dress $154.00 $1,694.0017 113A-02A Tammy Crop $90.00 $1,530.0021 112A-02B Tammy Skirt $120.00 $2,520.0017 111A-01B Tina Gown $272.00 $4,624.0016 111C-04B Tilly Dress $172.00 $2,752.0017 113B-06A Toriana Crop $90.00 $1,530.0021 112B-05B Toriana Skirt $120.00 $2,520.0017 111A-02B Tabbi Gown $236.00 $4,012.00

Grand Total $26,542.00

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AbstracTedSales Projection

Introduction - 4 wksProduct Units Sold On HandLong Dresses 34 12 22Mid-Length Dresses 27 10 17Short Dresses 32 11 21Cropped Shirts 34 12 22Skirts 42 15 27Total 169 60 109

Maintanence - 4 wksProduct Units Sold On HandLong Dresses 22 17 5Mid-Length Dresses 17 13 4Short Dresses 21 16 5Cropped Shirts 22 17 5Skirts 27 21 6Total 109 84 25

Clearance - 2wksProduct Units Sold On HandLong Dresses 5 3 2Mid-Length Dresses 4 2 2Short Dresses 5 3 2Cropped Shirts 5 5 0Skirts 6 6 0Total 25 19 6

S A L E S P R O J E C T I O N B Y I T E M

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S A L E S P R O J E C T I O N M A S T E R

IntroductionBeginning Stock on Hand

Sell ThroughEnding Stock on Hand

MaintenanceBeginning Stock on Hand


ClearanceBeginning Stock on Hand


16960109

1098425

25196

35%

50%

15%

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F L O O R P L A N S

Introduction

33

Maintenance

34

F L O O R P L A N S

Clearance

35

F L O O R P L A N S

L I N E S H E E T S

AbstracTed Spring/Summer 2016

Delivery February 1st thru February 15thMinimum Order: One full size run of three styles

Sales Rep: AmandaOrder Cut-off Date: January 15th

Tammy CropStyle # 113A-02AWholesale: $92

Retail: $184Sizes: 2, 4, 6, 8, 10, 12

Color: Black Floral Print

Tammy SkirtStyle # 112A-02BWholesale: $120

Retail: $240Sizes: 2, 4, 6, 8, 10, 12


Toriana CropStyle # 113B-06AWholesale: $90

Retail: $180Sizes: 2, 4, 6, 8, 10, 12

Color: Alabaster

Toriana SkirtStyle # 112B-05BWholesale: $120

Retail: $240Sizes: 2, 4, 6, 8, 10, 12

Color: Rose

36

L I N E S H E E T S

Tilly DressStyle # 111C-04BWholesale: $172

Reatil: $344Sizes: 2, 4, 6, 8, 10, 12

Color: China Blue

Tina GownStyle # 111A-01BWholesale: $272

Retail: $544Sizes: 2, 4, 6, 8, 10, 12

Color: Black

Tabbi GownStyle # 111A-02BWholesale: $236

Retail: $472Sizes: 2, 4, 6, 8, 10, 12Color: Black Floral

Taryn DressStyle # 111B-01BWholesale: $178

Retail: $356Sizes: 2, 4, 6, 8, 10, 12Color: Black/Alabaster

Tatiana DressStyle # 111B-03BWholesale: $154

Retail: $308Sizes: 2, 4, 6, 8, 10, 12

Color: Ash/Black

Teah DressStyle # 111C-02BWholesale: $154

Retail: $308Sizes: 2, 4, 6, 8, 10, 12

Color: Black Floral Print37

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

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

M A R K E T I N G : M A I N T E N A N C E

Budget: $3,583.20Objective: 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

M A R K E T I N G : C L E A R A N C E

Budget: $5,972.00Objective: 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

AbstracTedB Y T E D B A K E R

Press Kit Spring/Summer 2016

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.

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

LA Times, April 14th 201546

The Standard, April 17th 201547

Marketing Land, March 12th 201548

Mideast Time, May 7th 201549

AbstracTed Spring/Summer 2016

Delivery February 1st thru February 15thMinimum Order: One full size run of three styles

Sales Rep: AmandaOrder Cut-off Date: January 15th

Tammy CropStyle # 113A-02A

Retail: $184Sizes: 2, 4, 6, 8, 10, 12


Tammy SkirtStyle # 112A-02B

Retail: $240Sizes: 2, 4, 6, 8, 10, 12


Toriana CropStyle # 113B-06A

Retail: $180Sizes: 2, 4, 6, 8, 10, 12

Color: Alabaster

Toriana SkirtStyle # 112B-05B

Retail: $240Sizes: 2, 4, 6, 8, 10, 12

Color: Rose

50

Tilly DressStyle # 111C-04B

Reatil: $344Sizes: 2, 4, 6, 8, 10, 12

Color: China Blue

Tina GownStyle # 111A-01B

Retail: $544Sizes: 2, 4, 6, 8, 10, 12

Color: Black

Tabbi GownStyle # 111A-02B

Retail: $472Sizes: 2, 4, 6, 8, 10, 12Color: Black Floral

Taryn DressStyle # 111B-01B

Retail: $356Sizes: 2, 4, 6, 8, 10, 12Color: Black/Alabaster

Tatiana DressStyle # 111B-03B

Retail: $308Sizes: 2, 4, 6, 8, 10, 12

Color: Ash/Black

Teah DressStyle # 111C-02B

Retail: $308Sizes: 2, 4, 6, 8, 10, 12


51

"On Being Ted (Baker, That Is)." Financial Review. N.p., 20 Mar. 2014. Web. 2 May 2015.

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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.

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