Store Ted Baker

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A brand that capitalized on word of mouth marketing

Review of Ted Baker

Product range. Ted Baker's womenswear could be best described as romantic office wear. The label is somewhat reminiscent of Reiss, but with a more feminine twist. The menswear blends of classic style and casual luxury.

Originality. The role of handbags, mostly in utterly tender colours and decorated with a trademark bow at the center or at the side, was anything but negligible in Ted Baker's rise to prominence. These styles reappear from one collection to the next. Overall, Ted Baker is remarkable for its appropriation of classic styles cleverly diluted with infantile detailing like mostly floral prints, bows, and lace work.

Chic. Arguable. Apart from the handbags that really stand out, the rest is something available from a number of other mass market brands, even if they lack Ted Baker's exquisite touch of luxury.

Pricing. Dresses cost £200 on average, jeans are £100, and handbags are £150.

Corporate history highlights. The label was launched by Ray Kelvin in 1988. The company is remarkable for its idiosyncratic marketing strategy. Ray started out on a shoestring and lacked funds to promote his shirts, so he totally relied on word of mouth to drum up his business, which eventually turned out way more efficient that any advertising campaigns one could imagine. The strategy proved a success thanks to the top-notch quality and service: the first Ted Baker stores provided laundry and ironing services for their customers. Ted Baker is one of very few fashion brands that earned a reputation of international stature with little, if any, advertising.

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