Ted Baker’s Retail Expansion Plans & Big Marketing Moves

Ted Baker London is brushing up its image for today’s consumer. The brand recently launched Colour by Numbers, a women’s collection that mixes minimal silhouettes and thoughtful color combinations.

“We hope Colour by Numbers attracts not only the Ted customer but [also] gets attention from women who have never shopped with us before,” said brand communication director Craig Smith.

The line, which takes classic Ted Baker patterns and reimagines them with a contemporary spin, includes more than 20 pieces of clothing and four shoe styles. Prices range from $140 to $495. “The silhouettes and color-blocking patterns of the shoes are new to Ted Baker London,” said Smith.

The core footwear collection continues to focus on its feminine side, with florals, romantic bows and metallic touches for the spring ’17 season. Plus, the loafer is making a comeback in the line.

Ted Baker Colour By Numbers
A Colour by Numbers style.
CREDIT: Courtesy of brand.

Product is backed by a retail push, too. The label is planning for several store openings across North and South America later this year and throughout 2017. While the brand could not divulge specific locations, it confirmed that all stores will carry both the Ted Baker London and Colour by Numbers lines.

And this winter, Ted Baker will unveil a major marketing campaign, including the launch of a film showcasing the season’s standout styles. “It will be groundbreaking in more ways than one,” said Smith.

With a number of growth moves in place, Smith is confident these initiatives will net strong results for the brand. “Ted Baker London loves a good challenge,” he said. “We are excited to bring new categories and collections to our loyal customers, while at the same time reaching a larger audience. We expect sales to increase in 2016.”

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