Introduction The aim of the layout is to analysis the brand Ted Baker and design a new product line including SWOT analysis, PESTLE report, positing map, shop report and poster ideas.
Ted Baker plc is a British luxury clothing retail company. Founder: Ray Kelvin Industry: Apprapel Store History: -First store in March 1988 in Glasgow -Kelvin bought the company outright from part-owners Goldberg and Sons in 1990 -A new range, Ted Baker Woman, was launched in 1995 -A new range, Teddy Boy, was launched in 1996 -Ted Baker shoes and Teddy Girl series were launched in 2000 -In the 2011 New Year Honours, Kelvin was appointed Commander of the Order of the British Empire (CBE) for services to the fashion industry. Headquarters: London, United Kingdom Store: Ted Baker has a number of stand-alone stores in the UK.In 1990 Ted Baker opened a store in Covent Garden (with additional stores in London’s Soho, Nottingham and Leeds). There is a Ted Baker concession in all Selfridges & Co stores; London, Birmingham, Manchester and the Trafford Centre Ted Baker has stores and outlets in the rest of Europe, the United States, Canada, Australia, Asia, China, South Africa and the Middle East. It opened a store on Fifth Avenue in New York City in August 2012.
Style:
Vintage
Traditional
Natural
International Stores
Ted Baker in Shang Hai
Ted Baker in Mexico
Ted Baker in Tokyo
Ted Baker in New York
France 10 stores Korea 6 stores
Ireland 10 stores Unied Arab Emirates Kuwait 6 stores 11 stores
Canada 7stores Mexico 11 stores
Germany 10 stores Netherkands 11 stores China 14 stores
Australia 8 stores
Strength Base on the information form Ted Baker’s official website, it has a international market across the world. But the main markets are in British and Europe. The major international markets are America, Aisa and Middle East.
less than 5 stores Singapore 6 stores 6~10 stores Over 10 stores
Product Lines: Womenswear
Makeup
Accesories
Bags
Home&Gifts Shoes
Menswear
Celebrity Endorsement
Bailee Madison
Katherine McNamara
Dove Cameron
Meghan Trainor
Ted Baker AW 2016
Cashmere
Leather
Cotton
Polyester
Target Customer Life Style
Senior White Collar
Dating
27 years old
ÂŁ3500~4000per month
Lives in London
Spent arounf ÂŁ1000 on fashon per week Independent
Interim Results for the 28 weeks ended 13 August 2016
Price Point
Dresses
Man Suits
Woman Shoes
£75/£499
£199/£399
£40/£170
£22/£250
Gifts
Lady Bag
Man Bag
Rugs
£17/£295
£59/£319
£399/£1,149
Man Shoes
£10/£119.95
Weakness:Competitor Location Competitor in Cambridge
Ted Baker’s competitors usually located in the near area like city center or busy high street. There are more competitors in London than stores in Cambridge. Like H&M and ZARA, which have several stores locate on each of the main street. Compared to other cmpetitors, Ted Baker does not have as many as shops like H&M,and the location is not the best part.
Opportunities social media research and perceptual map
Based on the social media research and perceptual map about Ted Baker and its competitors, fast fashion brands like Zara and H&M have lower quality clothes and price range, but they have the most social media followers. Hugo Boss has the highest price points and higher quality. Brand like FCUK and Reiss do not promoted China market based on the data from Chinese social media followers. Ted Baker has promoted Chinese market and it is positioned middle of price and quality by comparing to other competitors. Ted Baker vould take advantages of social meida to extend their China market.
Competitor Threats
Hugo Boss is one of the global market leaders. Hugo Boss provides high quality menswear and women swear. Boss extends international markets successfully by their diversified products include women swear, menswear, children’s wear and accessories Zara is successful by its great market segment called Fast Fashion. Zara employs the most famous supply-chain strategy: Just-In-Time, which speeds up its supply chain and shortens the process of forecasting trends. Zara can get large amount of revenue through the low risky costs and first move advantage. Except market strategy, similar brands like H&M, TOPSHOP all have a stable international store base according to my social media research. They are strong high street competitors. French Connection Group designs, produces and distributes branded fashion clothing for men and women to more than 50 countries around the world. French Connection strives to be at the cutting edge of a sector, which is always evolving at high speed through its wide target market range and strong marketing.
The weakness of Reiss is on promoting part. First one is its official website. The website is a non transactional website. It is a shortcoming for an international enterprise. Based on the social media research I did, Reiss have less followers and views on major social medias than Ted Baker, which means Reiss does not embrace brand and social medias well and will have less sale revenue through online shop.
Reiss could be a major competitor because Reiss targets the same market with similar price range and brand positioning with Ted Baker. Since its creation by David Reiss in 1971, Reiss has established a design philosophy centered on creating design-led menswear, women swear and accessories. Reiss has strong focuses on quality and detail, which helps it accumulates reputation. Another strength of Reiss is that Reiss has strong shop fitting and retail display skills, the whole boutique is organized in one brand concept and follows the change of seasons and events, includes music, graphics and decorations.
Shop Report Introduction This is a Ted Baker Physical store shop report, which records the store layout,atmosphere, uniform, window displays, music and location. Location: The store located on the 33, Grand Arcade, 14 St Andrew’s St, Cambridge CB2 3BJ in Cambridge, which is nearby the John Lewis Shopping Mall and a bus station. It is a main street with a large stream of people.
Window display: There are three sides of window displays. It is on sale season, so on each window displays there are large graphic posters with “sale” letters behind the mannequins. There are three mannequins on each front window display. Window display at the other side has two mannequins and a set of furniture. On the surface of windows, there are the logo of Ted Baker and letters “Sale” with gold patterns. Atmosphere: The atmosphere inside the shop is quite and peaceful, the background music is gentle.
Layout: The ground sells menswear, man accessories and man shoes, the first floor sells women swear, lady bags, woman shoes, accessories. Two floors both have fitting rooms and receptions. Fitting room and woman shoes area are at the left area of the first floor. The lady bag area is near the reception. On the second floor there is a cabinet that shows jewelry. There are a lot light on the ceiling. The colors of products on the first floors is stronger and more than the first floor
Location: 245 Regent street, Mayfair, London, W1B 2EN The store located on the busy high street in the city center near the underground, which has a large stream of people. The atmosphere is quite similar with Ted Baker. But there are more people inside the shops so the atmosphere is less quiet. At the front of the store, there is a digital screen playing the videos and a pair of dress and suits in front of it. On the ground floor it sells menswear, man shoes and man accessories as well. But at the first floor, it sells not only womenswear and accessories, but also man suits at the corner as well. Both floors have fitting rooms and the style is not look same as the fitting rooms in Cambridge store. The clothes are arrangement in the same way as the store in Cambridge, but there are more spaces in the store so there are more products. The biggest difference between the stores is the store in London has more new arrivals products from latest season. This store does not have a lot displays, inside the window display there are 8 mannequins, three shows are put one dresses and four mannequins are put one men suits. There is a graphic sale poster as well. The decorations are similar with the store in Cambridge. The shop assistant wears clothes and accessories from Ted Baker as well.
PESTLE report
P Brexit puts the UK on a course to leave the EU by March 2019. Brexit will have an impact on fashion business in UK. Brexit will mean that venture capitalists who are afraid of uncertainty won’t intend to invest. Fashion brands like Ted Baker will get less capital from overseas investors because the devaluation of pound. There will be more difficult for british fashion brands to extend European market because the way of UK trades may changed seriously and Uk may loose chances to get various resources from Europe.
E World Gross world product in 2016 is projected at $75.21 trillion; its GDP (PPP) is forecasted at $119.1 trillion. Global economy is 1.58 times greater in PPP terms compare to nominal terms (International Monetary Fund World Economic Outlook (October-2016) The global apparel market is valued at 3 trillion dollars, 3,000 billion, and accounts for 2 percent of the world’s Gross Domestic Product (GDP). http://statisticstimes.com/economy/countries-by-projected-gdp.php UK The first official health checks of growth in the last quarter showed that GDP rose by 0.5% between July and September. That’s slower than the 0.7% recorded in April-June but faster than expected. T he services sector provided all the expansion with growth of 0.8%. However manufacturing, construction and agriculture all shrank, showing that the UK economy remains unbalanced. Asia China is the largest exporter of apparel in the world; it has exported for 265 billion dollars in 2014. India is the second largest exporter with 38.7 billion dollars of clothing exports. The Top 5 largest exporters therefore supply 54.4 percent of the total worldwide apparel trade, with China single-handedly taking on 36.5 percent. Available at https://fashionunited.com/global-fashion-industry-statistics
S Britain’s population is ageing, which means less labor force, the costs of human capital become more expensive for business. In 2014, the total fertility rate (TFR) decreased to 1.83 children per woman, from 1.85 in 2013. Age-standardised mortality rates (ASMRs) increased in 2015 by 5.1% for females and 3.1% for males; a change to the general decrease in rates in recent years, which means fashion industry will loose more elderly customers and get less potential young customers. https://www.ons.gov.uk/peoplepopulationandcommunity/ birthsdeathsandmarriages/livebirths/bulletins/birthsummarytablesenglandandwales/2015-07-15
T Social medias meets the high speed requirements from people, t he data from 2014, online sales accounted for just 6% of the $250bn (£172bn; €224bn) global market for luxury goods, but they’re growing at a much faster rate than shop sales, according to management consultancy McKinsey. The consultancy McKinsey expects the online share of total luxury sales to be 18 percent by 2025, worth about €70 billion annually, making e-commerce the world’s third largest luxury markets.
E Ted Baker joined Green 500; a London based initiative that helped 500 London Businesses reduce their Carbon Emissions collectively by 1.5 million tones in 2008. Ted Baker has been working closely with MADE-BY http://www.madeby.org/, a not-for-profit organization with a mission to improve environmental and social conditions in the fashion industry since 2010. In 2016 MADE-BY launched MODE Tracker, a tool designed to support fashion brands in improving their sustainability performance through measuring and communicating year-on-year progress.
L The National Living Wage. It is being announced last year, the National Living Wage for employees aged 25 and over will be set at £7.20 per hour and will come into force in April. National Living Wage is the legal minimum an employer can pay per hour. Equal Pay Reporting This year the government are looking to rectify this by introducing regulations requiring companies with 250 or more employees to carry out an equal pay review. Whilst this is not currently a piece of legislation that will impact small businesses, experts predict that once this law is rolled out to corporations and large businesses, start-ups and SME’s will soon have to follow. http://www.bytestart.co.uk/new-law-small-business-2016.html
Haute Hats Ted Baker has a detailed product lines across the womenswear, menswear and home products .It did men hats before but it does not sell women haute hats before. I intend to design a series of haute hats for women.
Color of the hat could be red, pink and red
On the surface of he hat there could add nettings or dot elements The main materials of the hat are wool-felt or rabbit felt.
Decoration on the hat is inspired from the dress in new collection. The main materials are lace and pleated mesh
Referenceed from Ted Baker’s new 2017 collection
Colors and elements are referenced from the newdress from 2017 collection The main part of the hat is made by faux-felt embellihed mesh on the surfce.
Decorations are made by metals like crystals, resin and somre fabrics by referencing the flower patterns from the dress.
New Logo
Poster Idea
My poster ideas are promoting the brands through the public transportation for example undergrounds and busses. Because posters on transportation couldshow the brand to a large number of different people. It increased the probability to attract more potential customers.
I combine the new line of haute hats and the logo together Flourish shows the vintage and classic style.
Poster Ideas
Bus
Underground
Train
Bibilography 1.*Statistics, O.F.N. (2015) Birth summary tables, England and wales: 2014. Available at: https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/livebirths/bulletins/birthsummarytablesenglandandwales/2015-07-15 (Accessed: 30 January 2017). 2.Strijbos, B. (2016) Global fashion industry statistics - international apparel. Available at: https://fashionunited.com/global-fashion-industry-statistics (Accessed: 30 January 2017). 3.Team project: Ted Baker (individual part) (no date) Available at: https://issuu.com/87598/docs/team_project__ted_baker__individual (Accessed: 30 January 2017). 4.Ted Baker report 2014 (no date) Available at: https://issuu.com/kathcpy/docs/formal_ted_baker_report__2_new (Accessed: 30 January 2017). 5.Ted’s making history (2017) Available at: http://www.tedbaker.com/row/look-book (Accessed: 30 January 2017).