TED BAKER FOR CARTER’S a collaboration
By Andrea Probst & Patricia Machado
All rights reserved. Private and confidential. No part can be copied or distributed without prior consent of Andrea Probst and Patricia Machado. The content in this proposal is confidential and is the sole property of Andrea Probst and Patricia Machado. Any reproduction or divulgence of the content in this collaboration report without written consent is prohibited.
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Once upon a time...
In 1988 Ted Baker
opened a store in London, England. Originally launched as a shirt specialist of some repute in Glasgow, UK, Ted Baker quickly became the place to buy some of the very best contemporary men’s shirting around. The brand is recognized for its’ focus on quality, attention to detail, unusual sense of humor, and personality. So much so, that in fact the first stores used to provide a laundry service for every shirt purchased – something that gained the quickly growing brand the title of ‘No Ordinary Designer Label’. Every piece produced under the Ted Baker name has his personality woven into its very heart. Ted remains one of the only brands to be built into an international designer label without an advertising campaign. The marketing the brand is mostly by word of mouth and out of the ordinary marketing.
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previous collections
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online collection
Why... TED BAKER FOR CARTER’S? It allows little girls to enjoy the luxury and style of Ted Baker, while still being affordable. The market is there-as shown in stores like Janie and jack. However, this allows mothers to dress their daughters in beautiful, colorful pieces, without breaking the bank.
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What... Is our vision and mission? We designed Ted Baker for Carter’s for the fashion obsessed little ones on a budget. She is the girl who finds joy in princess games and tea parties. She is a kind soul with big dreams for her future, and has the personality and drives to achieve them.
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Who... Are our competitors? We believe Janie and Jack are our competitors aesthetically, while our competitors on price points are Gymboree and Gap Kids.
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Janie and Jack
Gap Kids
Gymboree
Who... Is our target market? • Ages 2-5 yrs • Female • Parents: ages 25-40; mainly catered to women
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What... Are some key words that come to mind? • Colorful • Ethereal • Girly • Floral • Playful
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What... Was our inspiration? All things girly and fun! We found a lot of inspiration in florals, pastels, and sparkles. All things that girly girls love!
Is the profile of our customer? Our customer is the epitome of a girly girl. She loves fashion and expressing herself through her clothes. She finds joy in princess games, ballet class, and all things that glitter and shine.
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inspiration board
customer profile board
What... Is our fabric and color story? We wanted pretty pastels, and delicate florals. We felt choosing these fabrics and colors maintains a nice collaboration for the two companies, while sticking to our aesthetic detailed on our mood board.
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What... Was our creative process? We wanted to get a better visual of our two deliveries before we went into the sketching phase of design. We included our flats and fabrics for each piece to have a clear guide for our next steps.
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What... Will our two deliveries look like? We chose pretty, fun, and easy styles that would work well for little girls and their active lifestyles and imaginations. While also sticking to the aesthetic of Ted Baker.
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First Delivery
Second Delivery
What... Will our line sheets look like? We have two separate line sheets for the two different deliveries. The collection(s) will be spring/summer for 2016. The first delivery will be sent out March 1st, and the second delivery will be sent out April 1st.
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March 1st First Delivery
S/S 2016 April 1st Second Delivery
S/S 2016
How... Will our merchandising and marketing look? We want simple yet beautiful displays and marketing. We will pay attention to detail down to specialized hangers. We believe this will create a shopping experience that customers appreciate.
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How... Will our floor plan look? Since we will be in Carter’s stores, we will have an 80 sq ft section of the store dedicated solely to the collaboration. We will use two-way racks, tables, and ballet bars to display our merchandise.
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10 feet
8 feet
*The pink highlighted portion marks the 8x10 ft space dedicated to the collaboration
Look... At our tags and bags! For our tags we decided to go with a scalloped edge to help set us apart, while still keeping our girly, classic aesthetic in mind. As for our bags we wanted to keep them simple, since most children’s wear companies have brightly colored bags. We hope this too will set us apart in our market. Our goal is that little details like this will be appreciated by our customers.
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T
‘s
C
Where... Will the collaboration be? Atlanta, Georgia! Due to it’s wide market, and the fact that Carter’s is based out of Atlanta, we have chosen to launch the collaboration there. We hope to find great success, and eventually share the love with all of Carter’s locations.
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Carter’s Headquarters
Atlanta, GA
How... Will we train our sales associates? We want to engage our sales associates with a fun training experience that they will enjoy being apart of. Therefore, we will hold an afternoon tea event that will help convey the aesthetic of Ted Baker, where we will present to the staff information on the brand. We will stress the importance of good customer service and knowing the brand. Our hope is that by holding a fun event, it will encourage the sales staff to speak positively of the brand to future potential customers.
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What... Will our social media look like? We will be promoting our collaboration on both Ted Baker and Carter’s social media pages. They both already have large followings that like their products, so there is already a proven customer relationship.
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Get excited for... Our collaboration! A whimsical and feminine collection that is bound to make both your fashion-obsessed little one, and your wallet happier than you ever imagined possible.
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coming soon!!
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