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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