Ted's Aim and Strategy
Our aim is to become a world leading designer lifestyle brand.
Our strategy to achieve this is based on three main areas of focus:
- considered expansion of our collections. We offer a wide range of collections including: Menswear; Womenswear; Global; Phormal; Endurance; Born; Accessories; Lingerie and Sleepwear; Childrenswear; Fragrance and Skinwear; Footwear; Neckwear; Eyewear; and Watches. We review these continually to ensure we react to trends and meet our customers' expectations. In addition, we look for opportunities to extend the breadth of collections and enhance our offer;
- 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
- carefully managed development of existing and new international 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, delivered by the passion, commitment and dedication of our teams, licence partners and wholesale customers ("trustees").
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.
Everything produced under the Ted Baker name has Ted's personality woven into its very heart and we always ask ourselves the question….Would Ted do it that way?