Ted Baker’s success story

With a 33p surge in sales announcement last week, Ted Baker proves to be on the right track to a worldwide success.
The 25-year old brand has been expanding internationally for the last few years, opening new stores and concessions in Asia, US, Canada, Europe and Australia.
Currently, the number of Ted’s stores globally stands at 300 and the brand is reportedly planning to expand in the Middle Eastern cities such as Dubai and Abu Dhabi.

Not surprisingly, the sales of the UK brand are mostly boosted by positve reaction of international customers to the humorous and quirky brand and its well-crafted quality products.

When taking a closer look at Ted Baker’s marketing strategy, we can see that the brand has a very unique approach which makes it stand out from the competition and in my opinion is partly responsible for its success.

The brand positions itself in the accessible luxury segment with its prices ranging from 30 to 500 pounds and everything in between.
It is targeting young fashionable customers with a colourfull fashion sense and a desire for good quality products.

Let’s take a closer look at Ted Baker’s marketing strategy. It is fun and approachable, but also cool and luxurious at the same time, which is quite an unusual mix.
Therefore, the brand has to make sure that the product quality is impeccable, otherwise its down-to-earth strategy might bring down ist luxury status quite quickly.
However, as the sales boom, Ted Baker seem to have found the perfect balance between the two traits.

In order to identify Teds accessible attitude, its enough just to take a look at their Facebook page. On the other hand, the company is also organising different events and is advertising in glossy magazines to ensure their positioning in the high-end fashion sector.

Ted Baker is the master of competitions

– they are taking place almost every week

 

– allow the company to engage better with its consumers

 

– help to increase the number of facebook followers

 

– bring the fun spirit of the brand closer to the customers

BUT

– too many competitions (similar to sales) can decrease the luxury status of a brand

 

– if a brand is easily accessible it becomes less desirable

Ted Baker uses special occasions and public holidays to boost sales

– occasions such as Valentine’s Day, Father’s Day, Mother’s Day etc.

 

– suggesting perfect gifts for the special person

 

– organising store activities around that date to increase footfall

Ted Baker uses innovative marketing campaigns to stand out from the competition

– Ted’s Drawing room

 

– Life music performances for store opening and other events

 

– Men’s tailoring events

 

– Shopping events (Discount All Day at a certain store)

 

– Sweet shoppe

 

– Vogue Fashion Night Out

Ted Baker emphasizes its British heritage

– British themed Events and store decoration

 

– integrated London in ist logo

 

– British culture and products are very valued internationally

Ted Baker advertises in glossy magazines

– positioning at the same level as other luxury brands

 

– British VOGUE collaboration for the recent 25-years jubilee

 

– interviews with Ted Baker help the audience to understand better the brand

As we can see, Ted has a quite interesting marketing mix, organising activities of which I just named a few. It is defnitely an interesting brand to watch and I think we all are very curious how it is going to progress over time.

What do you think of Ted Baker and its marketing strategy? Do you like the brand’s clothes?
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Tatjana