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Ted Baker started out as a modest men’s shirt specialist in Glasgow 21 years ago. Ted’s success has seen this venture grow into an international lifestyle brand that has gained a worldwide notoriety simply through word of mouth.
Pentland is the licensee for Ted Baker Footwear. Ted’s quirky sense of fun and commitment to quality and detail has helped the brand to stand out as a global leader and become No Ordinary Designer Label.
Ted Baker is an elusive, media shy character who prefers to let his brand do the talking. A global traveller and lover of beautiful things, he insists on the finest details for the collections, and this meticulous obsession with details has created a following with customers who want something just a little bit different.
Ted Baker's customers look forward to the regular gifts they receive when shopping and these form the basis for regular in-store promotions. In the beginning Ted gave away carrots cut into the shape of goldfish in plastic bags filled with water; customers didn't really understand the eccentricity, but they liked it anyway.
It is unusual for a brand to have gained such a following in such a short space of time simply through word of mouth, but Ted can lay claim to such a fact. Historically Ted has shied away from traditional ad campaigns and concentrated on improving the shopping experience and selling a high quality product. This simple but effective strategy has earned Ted the title of “no-ordinary designer label”.
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