Market presentation about the Ted Baker Company (2006)

Résumé du document

First of all, Ted Baker is operating on the fashion retailing market, which we are going to study, with particular attention to United Kingdom, where the company started. In this report, we will be mainly concerned with women swear retailing which is currently the most important part of the fashion industry and is still increasing: women swear expenditure has increased by 27.4% between 2000 and 2005 , will increase by 20.6% by 2005-20101 (forecast) and will account for 53.5% of total clothing market expenditure in 20101 (forecast). Nevertheless, expenditure on clothing is threatened by increasing expenditure on leisure, travel and financial services, but it can reveal new opportunities in the clothing market: for example participation in sports has increased over the long term and it has undoubtedly allowed sportswear clothing retailers to develop. However, space and new stores openings have been driving growth for many retailers3, which lead to a potential danger of saturating the market with too many offers or even to be in competition with yourself or other stores of your brand (cannibalisation of sales, already observable for Inditex brands).

Extraits

[...] However, the post-purchase behaviour needs a good customer service (i.e. exchanges and refunds politic) because it is frequent that consumers regret their purchases or change their minds (even more for impulsive purchases). Attitude formation and change chart While I run my questionnaire out, I discover that most Ted Baker's customers (around are regular customers (current loyal): they know the brand merely since its beginning and have become loyal to it year after year and have a very positive image of its products and of the brand itself. [...]

[...] Appendix F Place and people 1 - Instore signage The store gives an impression of exclusivity: we have the impression to be in some designer's shop, which is maybe due to the richness of the setting. All seems very cosy and comfortable (big seats or sofas) and give some impression of luxury. Some settings are moreover very elaborated and innovative (which reflect the positioning of the brand): i.e. the living room that is going round in circles in the middle of the Regent street store. All is made to create a unique shopping experience and environment and invite customers to feel at home. [...]

[...] Too small Not enough space/too condensed Too many choice/not enough choice Badly organised Badly tidied Other: . I think the service in Ted Baker is efficient (helpful staff, rapidity of response, queues ) Strongly agree Agree Disagree Strongly disagree If not, why? Staff not friendly Staff too present/not present enough Too much queue at the till/fitting rooms Other: . I think Ted Baker's products have improved over the last year (or two years) Strongly agree Agree Disagree Strongly disagree If agree, what? Quality More fashion trend orientated Service Stores (design, facilities ) Other: . [...]

[...] Their window displays represent about 30% of their marketing budget6 and have a very important role in the strategy. Their communication strategy is defined by this sentence: in the face of conventional thinking”6, which means doing something totally different from the competition and that will catch the eye and be remembered a long time ago. Moreover, they call themselves ordinary label limited”[19], which sums up well their marketing strategy, based on the quirky humour that made them famous. Indeed, their marketing activity is rather innovative and alternative with activity focused at in-stores level through striking windows schemes, giveaways or themed promotions. [...]

[...] They also deserve to be seen as an innovative, alternative and anti- conformist brand and differentiate themselves with their great attention to details and quirky sense of humour and particular communication strategy (no communication) they are using. After asking Ted Baker's staff about it, we identified competitors as the other retailers where Ted Baker's customers shop in[6]. We can classify its competitors in the women swear market in style and price: Moreover, Ted Baker's consumers are very likely to buy at designers' stores, particularly for accessories, but are less likely to buy at lower priced high street retailers like H&M or Zara because they are more looking for quality and service rather than prices. [...]