HERITED AW17 COLLECTION & RANGE PLAN Rebecca Gomme Q12271802 Buying & Merchandising FFM514
CONTENTS Executive summary Brand & Market analysis Trend research Creative development Range plan Visual merchandising Evaluation Bibliography Appendices
Executive summary This report and range plan will be a researched project into the brand Ted Baker. The research for this report has been spilt into sections: brand and market analysis, allowing a better understanding of who Ted Baker is and where the brand sits within the market. Secondly, trend analysis and creative devlopment, enabling ideas to take form to create an AW17 collection for Ted. Finally, a range plan and visual merchandising proposal. For this project, I was instantly inspired by the history of the brand, it was interesting to discover Ted thought of the idea, whilst fishing. This then gave me ideas to run with, I decided that my collection would take Ted Baker back to where it all started. Glasgow, 1988. Ted Baker started selling contemporary shirts, he even offered a laundry service for each shirt purchased. ‘heriTed’ the collection has been created, inspired by Ted Baker’s heritage, the collection explores 1980s print, fabric and colour, which is also partnered with ‘Earthed’, a WGSN trend for AW17.
BRAND AND MARKET ANALYSIS
Introduction Having launched as a shirt specialist in Glasgow,1988. Ted Baker quickly became the place to buy some of the very best contemporary men's shirting around. Ted Baker is a luxury british brand with a well known reputation. From the beginning Ted has a very clear focus on quality, attention to detail and a quirky sense of humor, so much so in 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’. Everything produced under the Ted Baker name has his personality woven into its very heart. (Ted Baker, 2017)
Objectives
This project shall analyse the Ted brand, the current market, and the competitiors. As well as, conduct research on future trends, visual merchandising and design development. Within this project, my aim is to focus on the history of Ted Baker. Taking inspiration from Ted’s fishing trip, in which he had the idea for this excellent brand, to the laundry service first provided when a shirt was purchased, The A/W17 collection shall be created to celebrate the heritage of the brand.
Mission statement Our Mission is to build a successful company through the creation of a leading designer brand. By conducting ourselves in an efficient and courteous manner and by maintaining Ted’s high standards and integrity, we pride ourselves in always being in a position to satisfy the needs of our customer. In order to protect the ethos and persona for which we have gained an enviable reputation, we always ask ourselves the question: ‘Would Ted do it that way?’ (Ted Baker, 2017)
Ted’s Timeline
British
VM Strong consumer relationships
No Ordinary Designer Label Passionate
n io ns pa Ex
Ted’s aim is to continually react to trends and meet customers’ expectations. Ted Baker believe in being open and honest in the way they do business, this includes doing the right thing by all of their stakeholders throughout their supply chain and operating in a fair and sustainable manner. Ted have set targets within each area to ensure steady progress is made within the business. Knowing that many practices in the fashion industry are unsustainable Ted wants to work with their supply chains to continually improve their processes. (Ted Baker, 2017)
Global
Creative
Ted’s Aim
Contemporary
Excellent quality
Ted Baker is famed for its quirky yet commercial fashion offering, high quality design detailing and distinctive use of pattern and colour. Ted Baker still remains one of the only brands to become an international designer label without advertising campaigns, it’s therefore vital that Ted must do everything possible to support collections, from engaging window displays, in-store giveaways and digital initiatives.
St ro ng
Go od se cu rv st ic om e er
About Ted
Good quality
Innovative
As an Assistant buyer for the Ted Baker Buying and Merchandising department I am are required to design and produce a coordinated range plan proposal for the up and coming Autumn / Winter 2017 collection. I will be required to research and analyse 1 dominant ‘up and coming’ A/W2017 catwalk/ ready-to-wear trend, which can be translated into appropriate designs and range plan proposal for Ted Baker.
Strong brand personality T ra di ti Luxurious on al
The Task
Ted Baker’s strategy is to become a leading global lifestyle brand.
Attention to detail
New Products
Existing Market
Market Penetration
Product Development
Market Development
Diversification
Ted Baker is currently in Market development, they have contiuned to expand overseas, opening existing products to new markets. Ted Baker have also been focusing on product development, Ted is considering expansions of the current collections. Ted continually reviews it’s collections to make sure they are meeting consumers needs and reacting to trends.
Marketing Strategy
Existing Products
New Market
Ansoff Matrix
TED’S STRATEGY IS TO BECOME A LEADING GLOBAL LIFESTYLE BRAND, BASED ON THREE MAIN ELEMENTS: 1.Considered expansion of the Ted
Baker collections. We review our collections continually to ensure we anticipate and react to trends and meet our customers’ expectations. In addition, we look for opportunities to extend the breadth of collections and enhance our offer.
2.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.
3.Carefully managed development of
overseas markets. We continue to manage growth in existing territories while considering new territories for expansion. (Ted Baker, 2015)
Competitor
HIGH PRICE
Ted Baker has 490 stores and concessions worldwide, comprising of 192 in the UK, 98 in Europe, 111 in the US and Canada, 80 in the Middle East and Asia and 9 in Australasia. (Ted Baker, 2017) Ted has taken growth at a steady pace, expanding his line every carefully. Ted offers a range of collections, including Menswear, Womenswear, Footwear, Accessories, Eyewear, Watches and more. Ted distributes through three main channels; retail, wholesale and licencing. Ted operates all of his own stores and concessions around the world. Ted operates a wholesale business in the UK, US and Europe. Ted operates both territorial and product licences. Territorial licences cover the Middle East, Asia and Australasia. Ted’s product licences include lingerie & sleepwear, fragrance, watches, footwear, eyewear, suiting, neckwear, skinwear, and childrenswear. (Ted Baker, 2017)
LOW PRICE
Company
LOW QUALITY
Perceptual map based on Ted Baker’s competitors in categories low and high price and high and low quality.
Ted’s 3C’s
HIGH QUALITY
Ted’s competitors include Paul Smith, Coast, Reiss, Karen Millen, L.K Bennett, Ralph Lauren, Hugo Boss and Calvin Klein. The one factor that gives Ted a great advantage over his competitors, is his attention to detail. Right from the start, when Ted offered a laundry service he had something extra special over his competitors. The Ted consumer is loyal to the brand, but does shop in other locations. The consumer is always drawn back to Ted because of his precise detailings and effortless designs.
Consumer
Consumers from higher-income households tend to be significantly more likely to have positive perceptions of Ted Baker, which matches the higher likelihood of them ever having used it. This, alongside the overall perception of exclusivity that Ted Baker has, suggests that price has a strong influence on consumers. The 25-34 age group is least likely to describe it as expensive, which perhaps suggests that price has less of an impact on them. This is reflected in the higher overall usage that this group has. (Mintel, 2015)
Based on male internet users aged 16+ who have heard of the brand. (Mintel, 2017)
Competitor Analysis
Price
High class, The most inexpensive item sold on the Paul Smith website is £3.00 for a notebook and the most expensive item is £4,400.00 being a coat stand.
Place
Paul Smith has shops in London, Paris, Milan, New York, San Francisco, Los Angeles, Antwerp, Hong Kong, Singapore, Taiwan, Korea, U.A.E. – and over 200 throughout Japan.
Price
Price
Place
Place
Middle class. The most inexpensive item sold on the Calvin Klein website is £18.00 for Men’s boxers and the most expensive item is £555.00 for a leather windbreaker.
Product
Hugo Boss started its operations from a small town Metzingen in Germany, and how currently has 442 retail stores worldwide,
Paul Smith has an array of products from pens and notepads, to rugs, books, coat stands, footwear, menswear, womenswear, kidwears and babywear.
Calvin Klein is most well known for their underwear sets and men’s pyjamas, but they have so much more than that. Perfumes, bags, footwear, beach accessories, sunglasses, shirts and homeware.
Promotion
Promotion
Hugo boss items are sometimes renewed from one season to the next. Most of them are available only during a certain period. They also have licence products like watches, kidswear and sunglasses.
Product
Paul smith uses his website and social media platforms to promote campaigns, on the website there is a tab titled ‘stories’ some links forward to event or exhibition details, others short films and some editorial photography.
(Paul Smith, 2017)
Calvin Klein has over 700 free-standing stores around the world.
Middle class to high class. The most inexpensive item sold on the Hugo Boss website is £5.00 for a flannel and the most expensive item is £2,000.00 for a leather coat.
Product
Calvin Klein’s marketing campaigns have played a critical role in raising the brand's cultural and fashion relevance. Since the launch of the viral campaigns, it has seen a sharp increase in followers across social media platforms and the brand garnered over 20 million consumer engagements across its social media channels during 2015. (PVH, 2016)
Promotion
(Calvin Klien, 2017)
(Hugo Boss, 2017)
Hugo Boss promotes in print media via catalogue, posters and fashion magazines. To remain in public eye the brand offers press conferences and interviews providing the latest information to its loyal clients. (Bhasin, 2017)
Ted’s pen portrait Brook is 27 years old and lives just outside of London with his older brother Eric. Brook has a very stable job, which provides him with a great deal of disposable income, he works as a financial manager for a security company in Mayfair, London. Brook makes a 40 minute commute to work and back everyday. Brook has a busy lifestyle and is often away from home, he enjoys keeping fit, loves socialising, dinning out and work events. Brook travels whenever he can. Fashion and style is very important to him, he often goes shopping for new gadgets, fragrances, footwear and clothing. His preferenced brands are: Ted Baker, Ben Sherman, Paul Smith and all saints, he occasionally shops at Harrods and Selfridges and owns a few pieces from LV and Gucci.
Ted’s 4P’s Place
Ted Baker opened his first store in Glasgow, in 1988. He expanded and quickly had a number of stores all over the UK. By 2000, Ted had stores in Manchester, Sheffield, Cambridge, Nottingham, Covent Garden, Soho, Leeds, Bridlesmith Gate, Liverpool, Glasgow, Bluewater, Birmingham, Richmond, Canary Wharf and King’s Road. Ted now has 490 stores and concessions worldwide, comprising of 192 in the UK, 98 in Europe, 111 in the US and Canada, 80 in the Middle East and Asia and 9 in Australasia. (Ted Baker, 2017)
Price
Ted Baker is considered a high end luxury lifestyle brand, although Ted’s price points are relatively high with Men’s T-Shirts starting at £45 and reaching £95 at the top end of the market. Ted does sell lower priced pieces such as socks, underwear and gifts which can be brought from a starting price of £7.50, this therefore targets Ted’s younger audience. Ted’s pricing is showcased through his high quality luxurious fabrics, and fine attention to detail.
Promotion
Ted Baker’s marketing approach means the brand remains the same as it was from day one. Primarily by word of mouth and Ted remains one of the only brands to be built into an international designer label without an advertising campaign. As ted chooses not to advertise, he must do everything he can to support the various collections in a more cohesive, interesting and quirky manner. Ted’s stores have witty, eclectic and engaging window displays to amusing in-store giveaways and one off unique events and digital initiatives. (Ted Baker, 2017)
Product
Ted Baker plans and prepares products around the typical consumer. Every design, colour, finish and fastening is chosen based on the Ted consumer. Ted sells a variety of products from Menswear to Footwear, Activewear to Wedding wear. Also, having licence products of: luggage, jewellery, fragrances, footwear, eyewear, watches, In bed with Ted, B by Ted Baker, Baker by Ted Baker, gifting and Audio.
Premium brand & consumer market research BREXIT Ted Baker stands out for its image of exclusivity, yet consumers recognise this translates into it being the most expensive brand. Zara, on the other hand, is one of the more accessible players yet it is not worth paying more for. (Mintel, 2016) Premium retailer Jigsaw offers an excellent experience, helping it to garner the highest recommendation levels. Affluent ABs and women under the age of 45 view Jigsaw as being worth paying more for, with 25-34s being the most committed to the brand. (Mintel, 2016) Ted Baker also has strong associations with being stylish, trend setting and aspirational, further confirming the retailer as a strong player in the premium menswear market. (Mintel, 2016)
Mintel’s research suggests that these fears are already having an impact on spending behaviour. 39% of people who bought electricals during the Black Friday period, for example, said that they did so because they were “worried that prices are going to rise in 2017” (Mintel, 2016)
COLLECTING DATA
It is becoming common practice among many fashion retailers to ask customers if they would like to receive e-receipts. Receiving a receipt by email has the advantage for shoppers of meaning they have a record of their purchases if they wish to return items. However, as we are seeing that retailers are increasingly eager to use more of their customers’ personal data in order to tailor their online communications, consumers are becoming more aware and more conscious of sharing their information than ever before.(Mintel, 2016)
IN STORE EXPERIENCE
A key issue facing the clothing industry is the fact that consumers continue to prioritise experiences over retail purchases in their spending and personalising the in-store experience by offering a taste of luxury through a personal shopping experience is one way of meeting the consumer’s desire for experiences, while also driving sales.(Mintel, 2016)
OCCASIONWEAR RETAILERS
Department stores are the preferred type of retailer for buying occasionwear for a summer wedding or other event in 2015. They attract a broad age range from 16-24s to over-55s. Meanwhile, less than one in 10 consumers have bought clothes for a summer wedding or special event from an occasionwear specialist such as Moss Bros or Coast. (Mintel, 2015)
Current Menswear Market As men become more “While the menswear sector still only accounts for “ interested in their 27% of the total clothing market, it is growing at appearance and fashion, more importance has more than twice the rate of the women’s clothing been placed on London Fashion Week Men, with market, with sales estimated at £14.5 billion in the event now given 2016. Despite this, sales growth for menswear has equal recognition as the womenswear shows” been significantly weaker in 2016 compared with (Mintel, 2017) 2015” (Mintel, 2017) “68% of men are classified as overweight or obese
“More retailers and brands compared with 58% of women, according to the 2015 have been tapping into the National Health Survey for England” (Mintel, 2017) growing menswear market in “Menswear agents, buyers 2016 by expanding their men’s clothing offer, as and brands are feeling well as launching stores and cautiously optimistic for separate websites to better cater to male shoppers and the year ahead following cement their position in the the successful kick-off to market” (Mintel, 2017) “Consumer’s desire to look fashionable and trendy is one of the primary factors driving the menswear market globally” (Technavio, 2016)
the autumn 17 buying season” (Drapers, 2017)
SWOT & PEST Analysis Strengths
Ted Baker is a global company, with an excellent reputation, Ted’s garments and products are good quality, quirky and on trend. Ted appeals to a large audience, even those who can’t afford Ted baker clothing can purchase affordable gifts, skincare or beauty items. Ted offers student discount. Ted has concessions in Debenhams and HOF. Ted has strong and effective visual merchandising. Ted has carefully managed the development of overseas markets, with an organic expansion to the brand.
Weaknesses
Ted Baker have sucessfully opened up concessions stores, but don’t have a great deal of stand alone stores. Ted only has limited sizing which doesn’t cater for everyone. There is a great deal of growing competition, not just from existing brands but new businesses to the market. Ted offers a variety of collections but don’t produce any lounge or homeware, any maternity or kids wear. Although Ted has strong brand recognition they don’t have a large social media following, unlike other luxury brands.
Opportunities
Political
Ted’s european expansion has continued as they opened a new store in Marseille and a new outlet in Paris, France. Ted has also opened further concessions with premium department stores in France, Portugal, Spain and the Netherlands. (Ted Baker, 2015) Ted’s expansion into Europe will be affected by Brexit. Ted’s ongoing expansion to the US may be affected by changes in the law and regulations by the new president.
Economics
The clothing and accessories retailer said revenue rose 8.5% in its UK and Europe division, to £131.2m, “despite tough trading conditions and recent events in northern Europe”. Investors responded positively to the results, with shares in the company up 5%. (The guardian, 2016) Ted Baker saw retail sales shoot 17.9% higher during the eight weeks to January 7, with internet orders surging 35% and additional store openings in Asia also helping to drive revenues skywards (Aol.2017)
Social
Ted Baker could continue expanding the brand. There are many gaps in the brand for example having a smartphone app, which would boost engagment with consumers. Ted Baker don’t advertise but this could be a potential opportunity within the growing of the brand. Growing economy shall see more consumers purchasing goods.
A safe and hygienic working environment shall be provided (Ted Baker, 2016) In the code of conduct, Ted states about workers’ and human rights, it’s clear Ted is passionate about his employees and their working environment. Ted does not use real fur within their collections; Ted does not use Angora in their collections (Ted Baker, 2016) Ted reassures the consumer that animal welfare is at the heart of the brand.
Threats
Technological
As Ted Baker is a global brand, exchange rates and interest rate fluctuations could cause a risk to the brand. At present, Ted has been very lucky with store locations, and has been careful enough when locating stores, although in October 2016 when the attacks on Paris and Nice happened people were too scared to leave their homes to shop. (Ray Kelvin, 2016)
Ted Baker is named 'the most socially engaging menswear retailer’ (Fashion united, 2016) It’s been said that Ted does great for bringing it’s unique personality to life via social media, posting high quality imagery, illustrations and short films.Mobile and app shopping is on the rise, Ted need to make sure they excel in this area to keep up with growing competitors in the industry.
High
Market Growth
The product pyramid shown above showcases the fashion, core and basic clothing items within Ted Baker’s mens range. The sections could also be seen as Trend, Mainstream and basic. Instead of using a variety of products from the mens range, I felt it would be more appropriate to use the same products in different styles and prints, which relates to the collection I have created for AW17. The products at the top of the pyramid are the most expensive but also the biggest risk, shown here the products at the top are heavily printed using statement colours. The products in the center are mid-price and mid-risk, so they are more likely to sell in comparison to the products above but aren’t as adventurous. The products at the bottom of the pyramid are the least expensive and the most basic opition.
Question Marks
Stars
Gifts Underwear
Sweatshirts Denim
Dogs
Cash Cows
Shorts Swimwear
Endurance suit Shirts
Low
e ic Pr
Ri sk
Ted’s Product Pyramid
Low
High
TREND RESEARCH
Earthed WGSN TREND RESEARCH WGSN trend men’s forecast for AW/17. Design matters explores the role of sustainablility in fashion, Nocturne focus’ on the darkness from a positive perspective, INfusion discovers the growth between humans and technology and finally, Earthed is inspired by nature, and a desire to connect to nature in a more direct way. (WGSN, 2017)
INfusion
Nocturne
Design Matters
MINTEL TREND RESEARCH
Personalization
Virtual reality shoes
Mintel trend research 2017. Nike customers in France now have the choice to customise their own shoes via virtual reality. A Lithuanian start-up has developed a Volvorii Smart Shoe that lets wearers use a smartphone app to change their shoes' colour. Gap has offered free slogan printing and a company in Hong Kong are able to create jewelry based on someone’s heartbeat, as part of the shift to personalization. Pizza Hut have created a shoe which allows the customer to order pizza, the snapchat len has been discoved and a company are taking wearable tech to the next level, creating glasses to help the blind see. (Mintel, 2017)
Wearable tech
Lighthouse Clothing Pure 2017 PURE LONDON TREND RESEARCH
Poetica Jeans Pure 2017 Laboratori-Italiani Pure 2017
Dedicated Pure 2017
AW17 TREND BOARD
REFLECTIVE POLYESTER & NYLON TWEED ETautz
Oliver Spencer
Craig Green
Matthew Miller
Joseph
RECONSTITUTED FIBRES
LUXE LEATHER
Daiki Suzuki
Prada
EARTHED AW17 Earthed WGSN trend for AW17 is inspired by nature. The palette references the falling leaves of autumn and the changing colour of the forest. My collection ‘HeriTed’ is based around the hertiage of Ted Baker and where the brand started. Ted was actually fishing when he came up with the idea for the brand, this concept therefore draws my attention to the envrionment he was in. The colours in his surroundings of nature. The trend earthed also looks at clothing made for hunting / fishing and being outdoors, I therefore feel this trend would work best with my collection for Ted.
EARTHED COLOUR PALETTE Military greens, desert camo shades, vegetal darks, neutrals exemplify natural luxury, and hot brights to finish.
VM INSPIRATION
Inspired by the history of Ted Baker, the visual merchandising for this project shall be a representation and recreation of the laundry service provided by Ted stores when they first opened. The use of old fashioned washing machines, and washed out painted walls will be the theme of this VM plan. The store windows will look as though the audience are looking into a laundrette, therefore the research for this, will be done via looking at local laundrette displays and set-ups, instead of researching Ted Baker’s past window displays. Although, I will make sure the audience can recognize the displays for being Ted, it will be hidden behind the start up story of Ted Baker.
Authors own photograph
CREATIVE DEVELOPMENT
T
HERI ED COLOUR PALETTE The heriTed colour palette is made up of musky greens, muted browns, hint of light grey and deep rich blacks and browns.
POLYAMIDE
EARTHED FABRICS COTTON HERITAGE CHECKS WOOL
TUMBLED GRAIN LEATHER
TWEED
POLYESTER CASHMERE LINEN
SOFT NAPPA LEATHER
VISCOSE
CHENILLE YARN SUEDE
TED’S FABRICS
GARMENT DESIGN
Cutaway Spread
Snaptab
Club
English Spread
Forward point Abbreviated Spread
The key garments of this collection are shirts, as Ted started out as a shirt specialist it would only be fitting to base this collection around what started the luxury brand Ted Baker. There are other elements to this collection, which have been created to compliment the heriTed shirts such as: outerwear: coats and jackets, jumpers, trousers, socks, and 2 ties.
DESIGN DEVELOPMENT
After a lot of refinement, and looking at Ted’s current ranges, it was clear that a printed trouser probably wouldn’t sell or fit with their current products. I therefore took inspiration from their garments and have used key colours with detailings of the prints, in the packets, waist bands and trouser turn up at the bottom. This looks very much like Ted, with my little twist of heriTed on there.
To start I collected prints which had been created in 1988 to keep with my theme of Ted Baker’s heritage ‘heriTed’. I did it by visiting libraries around the area, I found two books titled: The Victoria & Albert museum’s textile collection, british textile design from 1940 to the present and the second: The surface desinger’s art. At first, I had planned to scan in prints and use them on my flat drawings but, after researching further and making strong links with Ted and the trend Earthed, I decided to cut my prints down from 8-10 to 1 main print and 2 accent prints, all from the 1980s. I did the same with the colour palette cutting 7+ colours down to three colours. Overall, this made the collection look very professional and more realistic as all the pieces now link to one another. I have used 2 prints coloured green which are subtle and elegant, and the other a black print which is more adventurous, with bright colours. This print does also relate to the trend Earthed with splashes of bright red throughout the forecasted trend.
T
HERI ED AW17
T
HERI ED AW17
High
HeriTed product pyramid & boston matrix
Question Marks
Stars
Dogs
Cash Cows
FASHION
Low
Market Growth
FAD
High
BASIC / CORE
Market Share
Low
This boston matrix shows the ‘heriTed’ collection in sections. Cash cows are the products with high sales and growth with the market, the overall money maker, which shall be the shirts as they are the core of this collection and the fad coat, just in time for Christmas! The stars are the products selling well, good growth in the market and that will be the long jackets, the not so basic knitwear, the ties and trousers. The Question mark section is the new product section, the denim jacket is a risk, so is the colourful, your in face knit and the Christmas Ted Baker heritage inspired socks, but let’s hope the Ted customers like them! The product pyramid to the left showscases the Fad, Fashion and Basic/core pieces within the ‘heriTed’ collection. the products in the fad section of the pyramid seem to be in the best sections of the boston matrix. It is also evident that the basic and core products of the collection are those that are plain in colour, with little print or detailings, although there is some.
RANGE PLAN
Category Mix
Outerwear
Shirts
An unusal garment from Ted Baker, but the ‘heriTed’ collection has introduced a coloured denim jacket. This jacket is the perfect end of summer essential. Two out of three, the white shirt’s in the collection ‘heriTed’ are completely basic to the eye, with collar detailings and other has a small detailing behind the pocket on the front. All three white shirts are made with the best quality fabric and a linen and cotton blend.
A statement over coat which can be worn with almost anything! Made from a wool and cashmere blend, this coat has only the best fabrics of all.
Knitwear
The summer is over, and winter is drawing in, and this coat is the best thing about it! Popping with colour, you’ll never see a dull moment. This piece is the perfect Christmas present for the special man in your life. A blend of wool and cashmere will keep him dry this winter, with this beautiful water repellent coat.
All three shirts are a linen and cotton blend, with beautiful handmade detailings on the collars and pockets. The middle shirt has an exclusive 1980s inspired print, which is perfect for the end of summer time.
The final three shirts are 100% cotton. The two to either side, have beautiful collar and pocket detailing in a luxurious green fabric. The centre shirt is again inspired by a 1980s print, with a deep ever lasting black and hints of reds, purples and pinks, a fun, exicting shirt for Christmas!
The knitwear basics are made up of these beautiful textured fabric, wool blend turtle necks. The perfect way to warm up, these jumpers can be worn alone, over the top of something or underneath a coat. Whatever way you decide to wear it, this will be your favourite piece for the transition.
Knitwear
The not so basic knitwear. Both turtle necks are made up of a cashmere blend. Just in time for the festivity of Christmas, these two pieces bring exictement and joy, maybe even more than Santa!
Trousers
Crafted from 100% pure wool, these classic tailored trousers create the perfect silhouette for formal or causal event.
Socks
It’s not Christmas without socks right? Just in time for the perfect little present, Ted Baker has launched his 1980s inspired sock range. These three packs of socks are made wirh organic cotton! They can be purchased individually or as a pack of three! These mixed cotton trousers are again perfect for any occasion, the black pair is slightly more adventurous, finished with a printed hem that adds a polished look.
Ties
Spice up your standard style with these 100% silk ties, inspired by Ted Baker’s heritage.
End use mix
Work wear - Made up of a smart jacket which can be used to compliment a formal work outfit as shown above: with a shirt and smart trousers or can be worn over jeans and a shirt for a more casual look. The shirts above are very formal with forward point collars. they use Ted’s highest quality materials. The trousers are a classic fit, with full lining.
The combination of the turtle neck and trousers offers a more relaxed weekend look.
The shirts to go with this weekend look are more causal, the collars are club style, giving smart yet dressed down look.
This coloured denim offers a sophisticated yet informal jacket, which can be partnered with a abbreviated spread collared shirt and a plain black trouser.
This outerwear coat is heriTed’s biggest fad item. Using bright colours aganist a deep black, gives an exiciting contrast, created by 1980s inspired prints. This garment is fun and playful, which can be worn with a shirt underneath, but looks better with a pair of smart yet causal trousers and a basic knit jumper.
Intake phasing In Phase 2, a darker colour shirt was brought out, both long jackets, two knits, three trousers so all the trouser colours had dropped and one tie.
In Phase 1, all the lightest coloured garments dropped first, the denim jacket dropped in this phase as it’s lightweight, and only one knitwear piece.
OCTOBER
In the final Phase, the more playful detailed print shirts dropped in white and green, the all black with hints of colour was released, the playful fad coat, two printed knits, the other tie, the final pair of printed hem trousers, and three pairs of socks just in time for Christmas.
NOVEMBER
AUTUMN
DECEMBER
PHASE 2
PHASE 1
WINTER
PHASE 3
SEPTEMBER
Delivery 25th October For store launch on the 25th November
Delivery 21st September For store launch on the 21st October
Delivery 16th August For store launch on the 16th September
Ted Baker has two pricing strategies: Economy pricing and Premium pricing. It is clear Ted does this so allow a variety of custom from different audiences. At Ted there is a range of products which are sold at prices which everyone can afford and then the products sold at prices only those in the higher wealth bracket could purchase. There is a small selection of items priced economically for example: fragrance, notepads and pens, socks, phone cases, headphones and scarfs, this is just some of the products which are economy priced. There is then all the other products Ted sells, premium priced for example: coats, footwear, t-shirts, trousers, suits and many more. As this is the case for Ted, the heriTed collection will be similar, offering products at both pricing points.
£15
£130
BA CO SI RE C/ FA SH IO N
Price Architecture
D A F
A basic / core product will have a lonnger life span of those which are FAD products. Basic items are the base of every outfit,were by fashion and fad products are added when trends changes for example. FAD products have a shorter growth as they are constantly changing.
£589
£54 £70
£18 £180 £9
£1,200
£11
£120 £61
Range plan
Without a mark up and line gross margin percentage indicated as a guide for this range plan, the mark up’s were made up by dividing the R.R.P by the cost price, this therefore allowed the range plan to be as accurate as possible.
VISUAL MERCHANDISING
VM RESEARCH
Understandably when visiting the launderettes, I was unable to take photos when there was anybody else in there, and to my surpise, it was busier than I expected. Visitng the launderettes for some primary research helped with my ideas for the window display and floor plan. I wanted the laundry service Ted provied to be something really vital to this collection, with the launderette style VM.
(Authors own photographs)
Visual merchandising floor plan
Door
Coats & Jackets hanging
Knitwear hanging
Shirts and ties hanging (in colour order)
Laundry baskets with socks in
Front facing view of left wall
Ironing station
On a shelf above - the trousers A wall length of old fashioned washing machines
Old photos of Glasgow 1988 on the walls
Visual merchandising window display
S TED’
The inspiration for this VM window display is Ted Baker’s laundry service, that was provided back in 1988, which they offered to any male who purchased a shirt at the company.
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Appendices
HERITED AW17 REBECCA GOMME