Valentine’s Day with Ted Baker London:

REMIXED Edition

Brand Overview

● Clothing Category● About the Brand● Competitors● Where They are Now

Clothing Category in the United States:

● �Starting at 167.7 billion dollar store sales in 2000.

● �The recession took sales down, from 2007-2009, but began to turn around in 2010.

● �2013, the U.S. hit 250.7 Billion dollars in sales.

What is Ted Baker London?

● A unique, eccentric brand.● Provides clothing for men and

women.● Selling fragrance, watches, skin,

foot, and eyewear.● Uses only web based/window

shopping advertisements.

Sales for the Brand:

● 53.9% of sales are from females, and 46.1% from males.

● Retail sales are 56.8%; wholesales, 31.8%; and licenses/franchises, 11.3%.

● Internet sales increased to 62.5%.

The Growth of Ted Baker London:

● On the top right, the graph displays the 48% sale increase in the past five years for Ted Baker London.

● The bottom right shows the international sales distribution between the United Kingdom, United States, and others.

Ted Baker London’s Spring/Summer Campaign

“When it comes to holiday packing, Ted’s got your essentials…”

Welcome to Vacation:● In this new Spring/Summer time campaign, Ted Baker London

introduces clothing, accessories, and other items for every part of the consumers vacation.

● By clicking on either “Check In, Departures, Arrivals, of VIP Lounge,” Ted Baker London gives you a list the perfect items for each situation, sometimes including fun tips.

Vacation Tips:

Entry-Level Luxury Store:

● During our research, we discovered that Ted Baker London is an entry-level luxury store. The target audience, millennials, is searching for entry-level purchases.

● Some competitors would be Hugo Boss and Ralph Lauren, having comparable prices to Ted Baker London.

Ways Competitors Get Consumers Involved:

Hugo Boss, shown above, gives consumers the chance to attend

a professional photo shoot.

Ralph Lauren is starting their Mother’s Day Gift Shop, giving consumers a good idea what

to get for Mom.

Like Owner, Like Brand:● Ray Kelvin has been the owner of Ted

Baker London for the past 25 years.● Like his brand, he is bizarre and quirky

himself.● Hides his face in all his photographs,

and loves to hug everyone, fitting perfectly into the Valentine’s Day category.

The Valentine’s Day Category

Valentine’s Day Overview:● �Department stores, such as Ted

Baker London, rank top in the category when consumers shop for their Valentine’s Day sweetheart.

● Consumers are more inclined to traditional gift buying. Candy is ranked at 50%; then a romantic dinner, 30%; jewelry comes in last at 20%.

Ted Baker London takes Valentine’s Day:

Below: 2013 “Love Bites” Campaign.

Above: 2014“Ted Hearts You”

Below: 2015“#FancyThat?”

Above: 2016“Find Your Sole-Mate”

Consumer Overview:

● Profile● Demographics● Psychographics● Updated Journey

Our Target Audience is...

● Men on average spend $196 on their Valentine’s Day purchase, while women average $100.

● Men find their “gift giving” a competition. They feel happier knowing they spend more than their significant other.

● Time’s Magazine found that Valentine’s Day spending is a “man’s job.”● Now, a new study says that 57.5% of the luxury category is dominated by

males, according to Epsilon and the Luxury Institute.

● Trailing End Millennials are known to be the luxury, entry-level spender more than any other generation.

Males In Committed Relationships

Ages 25-35

Who Is

Our Target Audience?

Demographics ● 61% white, 19% hispanic and then

13% african american.● 51% are male of Generation Y.● ⅓ are married.● However, they are not rushing to

the alter.● 35.4% have children.

● Median income of 25K.● Spend 41% of income on clothing and

accessories.● 72% have some college education or

higher.● 62% have a job.● Of that, ½ work full time.● 70% of males were engaged in social

networking.● 33% are city-dwellers, 14% live on the

country-side.

Our Primary Research Demographic:

● 100% live in the United States.● 29% are single, 17% are in a new

relationship, 5% are engaged, 35% are married, and 5.88% are casually hooking up.

● 78.8% are employed for wages, and 15% are students.

● 44.12% have a Bachelor’s Degree, 24% have a Master’s Degree, 23.5% have some college, no degree.

Psychographics● More likely than other generations to

learn about companies through

social media.

● Spends 2,200 on avg/yr in retail.

● Spends more than Millennial women

per shopping trip but overall makes

fewer trips.

● Attracted to sarcastic and humorous

advertisements.

● 81% of millennials have donated money, goods, or services.

● 75% are very family oriented.● 52% believe in being a good parent,

more than a successful marriage.● 61% of Gen Y’s are worried about the

environment.● 55% are dissatisfied with our nation.● Most will identify as liberal.

Our Primary Research

Psychographic Behavior:

38.1% of men rated “being least happy” about

Valentine’s Day, second from last; and “being most

impulsive” about Valentine’s Day was ranked first.

Factors the Affect Millennials Consumption:● Love & Marriage.

● Diversity is Key.

● High-Tech.

● IQ.

● Economic Fall-Out.

● Environmentally Caring.

● 2016 Elections.

Our Updated Consumer Journey

Mixed with Our Primary Research

“If I don’t buy for my sweetie, she’ll be sad and jealous of the other girls’ gifts.”

- Male, 25-34 years old, committed relationship

#1 Need Recognition:

● According to our research, 30% participants start shopping a week or less for Valentine’s Day.

● 63% of our participants said that if they didn’t buy their date a gift, they would be sad.

● Our interviewees stated that women consider this day a competition, by comparing their gifts to their friends. “She’s expecting me to buy something.”

● In our survey, when describing Valentine’s Day in one word, some said it was hectic, difficult, and required.

“Research is the Key.”- Male, 25-34 years old, committed relationship

#2 Information:In our Survey:

● 45% of men say that window shopping or browsing store selections influence their gift choice.

● 22% say social media influences them while searching.● 47% of our participants look at two to three stores before

making a final decision.

In our secondary research:

● 33% of millennials research blogs and reviews before making a purchase, more than other outlets such as TV, news, magazines, and books. Men are more likely to do research than women.

“I still need it quick and easy.”- Male, 25-34 years old, committed relationship

#3 EvaluationIn our primary research:

● 26% of men said that a quick purchase and brand names attracts them to stores to buy their gift.

● Our interview participants stated that if a purchase was quick and simple, they were content.

● The fill-in choice of “what makes a quick purchased?” was answered with convenience, good service, and noticeable displays of items.

“I buy something that’s unique and exclusive… I think.”- Male, 25-34 years old, committed relationship

#4 Decision:According to our primary research:

● Men say they will purchase

something unique and exclusive.

According to secondary research:

● Men will stop shopping after finding

“the first workable process.”

● If price and description makes their

expectation, they will make the

purchase.

What’s Unique & Exclusive?

● According to our surveys and interviews, 57% of men say they usually buy “unique and exclusive gifts” for their sweetheart.

● However, 75% men considered jewelry as unique and exclusive, 15% said a card, and 10% said flowers.

“Valentine’s Day has a mechanical, pre-made, set gift list that I don’t want to break from. These include

jewelry, flowers, chocolates, cards.”

- Primary Source Interview

Why Buy from this List?● It’s simple to choose an item

from the list.● Easy to accomplish by shopping

last minute most times.● By buying from this gift

selection, your significant other won’t be mad.

It’s Getting SWOT in Here.

Strengths Weaknesses

Opportunities Threats

Inte

rnal

Exte

rnal

“Ted Baker London has branded themselves as unique and eccentric,

making themselves stand out against other competitors.”

“Known to only advertise with window displays and online, Ted Baker London has a low

presence of followers and likes compared to their competitors

on social media.”

“Our target audience wants to purchase a Valentine’s Day gift that is unique and exclusive, much like the

Ted Baker London brand.”

“Our target audience likes to window shop, browse stores, and shop in-store. This is a threat due

to lack of Ted Baker London stores in the United States.”

Challenge:How do we get trailing-end

millennial men to reconsider the traditional Valentine’s Day gift list?

Our Big Idea:

“Educate millennial men what unique and exclusive mean, and display Ted Baker London as an

easy selection for Valentine’s Day shopping.”

“Who’s Ted Baker London?”

- Male, 25-35 years old, in a committed relationship

According to our survey, 100% of our participants

have never shopped at Ted Baker London, and only 13%

have only heard about it.

Our Objectives:● We will increase millennial men awareness of the Ted Baker London

brand by 8%, and overall awareness by 10%.● Also, we will increase our consumers’ Valentine’s Day purchasing habits

of Ted Baker London by 3%● We will increase overall sales by 2%.

We plan to measure our success by:

● Distributing surveys to our audience before and after our campaign.● Tracking the follows and likes on Ted Baker London’s social media

platforms.

Thank You.