By BrandsShouts No, Ted Baker is not really a luxury brand, though you can consider it more of a premium and affordable luxury brand. But if we’re talking about pure luxury in the fashion scene, then no, it is not that. Let’s talk about that a bit more and try to see where Ted Baker fits.
The Ted Baker Story
Ted Baker began its life in Glasgow, Scotland, in 1988. Initially, it served as a men’s shirt shop set up by Ray Kelvin. Kelvin decided not to grow a mundane brand and instead created a fictional character called “Ted Baker” to bring a more human touch to the entity. This was a unique way to approach marketing, and it rapidly jumped to popularity under the slogan: “No Ordinary Designer Label.”
Ted Baker eventually branched into womenswear, accessories, shoes, watches, and so on. The brand became famous for playful prints, sharp tailoring, and stylish designs. It was basically for people who wanted something trendy and smart without paying too much, but is that the case though, especially now? Let’s see.
Why People Think It’s a Luxury Brand
Many consider Ted Baker a luxury brand for a few reasons.
- Positioning: Ted Baker started on the premise of positioning itself on a higher platform than the usual mall brands.
- Quality and Details: Often, their products create the notion of a finish of fine tailoring, quirky patterns, and good fabrics-all those features one would associate with a more expensive fashion label.
- Store Locations: Ted Baker went for high-end department stores and posh retail areas that gave the brand the feel of being “luxury.”
- Perception: Some retailers called it a British luxury clothing brand, which only helped to reinforce the impression.
So, while it’s not luxury in the strict sense, the way it was presented gave off a premium and exclusive vibe.
Why It’s Not True Luxury
So, just because of this image, Ted Baker really cannot be considered a luxury brand. Price is the main consideration here. While they were pricier than the common fashion labels, the price was nowhere near the price tagged on the goods by a garnishing label, say, Louis Vuitton or Chanel.
Another issue of exclusivity comes into play here. As Ted Baker grew, with stores being opened in more places, a layer of uniqueness was robbed from it. While true luxury brands remain uncommon, Ted Baker became more common, thereby stripping a bit of its haute feeling.