TED BAKER

Introduction



Today Ted Baker is a global lifestyle brand offering menswear, womenswear, accessories and everything in between. A quintessentially British brand, Ted Baker is famed for its quirky yet commercial fashion offering, high quality design detailing and distinctive use of pattern and colour. The brand's unconventional approach to fashion, irreverent sense of humour and, above all, unswerving attention to detail appeals to style-conscious men and women who trust Ted to deliver that certain something out of the ordinary.


Marketing 

This graph show the price level for high street brand. Some brands have high quality products and high price, for instance fcuk , diesel, and ted baker. Others it’s low quality and low price like topshop , zara and miss selfridge. Ted baker as middle level brand, the price expensive, suitable for business women and party girl.

Online shop

Ted baker have the high quality fabric and high price for shop

"Mission is to build a thriving company through the creation of a leading designer brand, by conducting ourselves in an efficient and courteous manner and by maintaining Ted's high standards and integrity" Ted Baker (2009).
( http://www.ukessays.com/essays/marketing/reiss-and-ted-baker-are-growing-uk-retailers-marketing-essay.php#ixzz43D8OxSdF)

Location

Regent Street receives over 7.5 million tourist visits a year and there are over 10,000 people employed there. Its Grade II listed facades are considered some of the most distinguished architecture in London.

Perhaps best known as a shopping destination, Regent Street now rivals the Champs-Elysées and Fifth Avenue. With over 2km of store frontage, it is home to one of the finest collections of international brands in the world, including Apple, Burberry, Banana Republic, Jaeger, Desigual, and Anthropologie.

But Regent Street is much more than just retailing, it is a prestigious business address too. It offers space for small offices and growing businesses as well as large, modern office space for international companies such as Lloyds TSB and Matrix Group.

We know that world class businesses deserve a world class environment. And that is why we are clear that the ‘bits between the buildings’ are as important as the buildings themselves. We have provided new pedestrianised food quarters for workers and shoppers to eat, drink and relax in. We have also invested in transformational schemes at Oxford Circus and Piccadilly Circus, the gateways to Regent Street.(regentstreet.com)

that is connivence for shopping and easy to attract consumer.

"Ted Baker is expanding into interior design, having signed a £250,000 deal to kit out 15 luxury penthouse apartments in Bournemouth." (Luke,T.2015) Ted baker interior looks very warm and elegant . It is looks like walk on the home.

MONKi

Introduction

There's a certain humility to Monki, despite the contrived garish interior of the new store and the label's kooky aesthetic. The company, founded in 2005, opened its first three branches in 2006 and by the end of last year counted 52 boutiques in eight countries. It's a success story by any brand's standards, let alone a young one making its way in a difficult climate for retail.

Monki takes a unique and engaging approach with its customers, who are referred to by staff and in literature as "our Monki friends", by presenting them with a fable based around a clutch of weird-looking fuzzballs. These, the Monkis themselves, inhabit a magical world, supposedly brought to life in the colourful interiors of the shops.(harriet.w 2012)

Brand

Fabulous clothes at tiny little prices. Playful colourful clothing and accessories for younger women. Style is fun and on trend. Believes in creating innovative collections that allow customers to express their individuality, whilst maintaining the greatest respect for their employees and the environment.

Customer profile

They are high fashion aimed at young women 16-25. Also they have very active social media sites, online , magazines and stores

COS

Intoduction

COS is a brand for women and men who want high end design and good quality at an affordable price.

Offering reinvented classics and wardrobe essentials, COS creates fashion pieces that are made to last beyond the season. Traditional methods alongside new techniques and contemporary fabrics merge to create timeless, understated collections.

Since launching in 2007, COS has opened stores worldwide in carefully considered locations such as Long Acre, Covent Garden, applying an architectural design concept that preserves buildings’ original features whilst creating a modern.

Brand position

Modern, timeless,tactile, functional and explores the concept of style over fashion. It aims at producing staple products that consumers can wear year on year throughout all seasons.

Online shop

Stores and online where they use a look book and magazine with their current trends.

Consumer profile

Slightly higher priced brand ,aimed at older, more affluent ,professional customers.

ALLSAINTS

Introduction

The London-born brand, All Saints, which established in 1994. Initially doing menswear, until 1998 women collection was introduced. It has set its sights on moving into different countries and currently operates in the UK, France, Germany, The Netherlands, US, Canada, Russia and South Korea. The brand is mainly active in a big scale of social medias which includes Twitter, Facebook, Google+, Pinterest, Youtube and Instagram. As well as online website covers a majority of areas. The group of consumers ages from twenty to mid thirties, who aims to have a trendy, elegant and unique style, and also have high salary because the price points reflect designer diffusion price tags, not for high street. A bridge price point, affordable luxury.In store, the brand focuses on customer experience, thus the shop provides exposed the kind of furniture with brickwork, wooden flooring, industrial lighting and walls lined with rows of vintage sewing machines. Rock music played inside of the store and also they provide iPad as a shopping guide which presents the latest look book and product information. 

Product

Looking through product lines, the range scales from knitwear, to tailoring to graphic t-shirts, jewellery, shoes and bags. As for bag, it came after 21 years of fundament of All Saints, which opened a new market access. Furthermore, the design featured with asymmetrical cuts, distressed denim, and vintage leather goods, all in a monochromatic colour scheme. By letting customers hover and zoom over each item with the digital experience, and also highlights the attention to detail that AllSaints has invested in each piece such as exclusive metal crest buttons on the beau jacket and the quartet gloss top made from specially sourced Japanese fabric (Donnell, 2012).According to the creative director, Wil Beedle, All Saints fans will be delighted that the signature innovative fabrications, definitive silhouettes and iconic leathers are still applied to products. Upgrading better fit and quality, and adopting new interesting shapes and to show consumers a more attractive scene. 

Online shop

All Saints has had a long-standing history of collaborating with emerging talents in the industry and is the acknowledged favourite of grunge fashion. Later since the brand involved in e-commerce industry, it has covered spanning art, music, dance, literature and film elements and the unique selling point for All Saints is high street Avant Garde style. 

Therefore, the products are designed in dark or in muted tones, vintage, antique art, with much leather and metal decor in heavy sophisticated silhouettes, which just fits the concept of the brand.

VICTORIA BECKHAM

VICTORIA BECKHAM

Introduction

Since launching in 2008 Victoria Beckham has developed a special and modern language of clothing. Bold, intuitive and refined, they are the interpretations of the brand.

 

Target consumers:

As Victoria mentioned, their target consumers are ‘Beckham woman’, strong woman who appreciate luxury, quality and fashion. With each collection Victoria adapts her own personal style to the demands and desires of the women who swear by the label’s luxurious and flattering garments and make them feel strong, confident and empowered (Keys, 2014).

 

Product lines:

Showcasing the finest craftsmanship, fabrication and materials, all of five VB (Victoria Beckham) lines are developed at Victoria’s studio in London. The VB ready-to-wear collection is primarily handmade in the UK, whilst the Victoria by Victoria Beckham (2012) and Denim collections are handmade in Europe. Also, the Accessories and Eyewear are both expertly handcrafted in Italy. At first, the brand started to develop fashion line with luxury handbags selling at up to £18,000, and separate denim, eyewear and fragrance lines, and current it is famous as a young energetic brand that is favoured by consumers.

Online Shop

Marketing strategy:

Even though Victoria Beckham is a new brand, it is never late to enter into the market. Eponymous name of the brand as the designer has caused a large amount of hot topics all the time in the fashion industry, and that brings the revenue indeed. Due to the designer’s own fame, it was a sellout in the first season there were only 400 dresses being made, although with retail prices starting at £650(Cartner-Morley, 2008).

Catching the demands of the consumers is always a smart market strategy, and VB really does. The brand involves much into media platforms, which scales from Twitter, Instagram, Facebook and Sina weibo (Chinese popular social platform).

New York Post reported that data collected by Listen First Media shows that Beckham earned a digital engagement rating of 1,337,169 for her Valentine's Day show (Shareablee Inc., 2016) 

 

                                                          (Source: Shareablee Inc., 2016)

In many cases, a third-party retailer own the relationship with the consumer and the data generated by these interactions is critical to brands. Marcia Lazar said, “It’s important to know what’s selling well at Neiman Marcus or Harvey Nichols. And if they used a fabric that the whole world hates, then they need to know that too.” (The Secret Journey of a Fashion Piece — Part 3: Logistics and Supply Chain, 2014).

Bibliography

Cartner-Morley, J. (2008) Victoria Beckham impresses on fashion debut, the Guardian. Available at: http://www.theguardian.com/lifeandstyle/2008/sep/09/celebrity.fashion (Accessed: 8 March 2016).

Cartner-Morley, J. (2014) Victoria Beckham: I used to feel famous, but now I feel successful, the Guardian. Available at: http://www.theguardian.com/fashion/2014/sep/05/-sp-victoria-beckham-fashion-empire-famous-successful (Accessed: 10 March 2016).

Designer Focus: Victoria Beckham on Her Latest Line and How a Woman Can Find Her Signature Style (2016) InStyle.com. Available at: http://www.instyle.com/news/designer-focus-victoria-beckham-her-latest-line-and-how-woman-can-find-her-signature-style (Accessed: 7 March 2016).

Inside Retail Asia. (2015) Victoria Beckham Hong Kong confirmed - Inside Retail Asia. Available at: https://insideretail.asia/2015/10/12/victoria-beckham-hong-kong-confirmed/ (Accessed: 10 March 2016).

Keys, A. (2014) Simon Collins In Conversation With Victoria Beckham | The New School Free Press, Newschoolfreepress.com. Available at: http://www.newschoolfreepress.com/2014/02/21/simon-collins-in-conversation-with-victoria-beckham/ (Accessed: 10 March 2016).

Sanghani, R. (2015) Is having a plus-size fashion week really any better than Victoria Beckham's skinny models?, Telegraph.co.uk. Available at: http://www.telegraph.co.uk/women/womens-life/11866360/Victoria-Beckham-skinny-models-Is-plus-size-fashion-week-the-cure.html (Accessed: 7 March 2016).

Shareablee Inc., (2016) Shareablee Social Scorecard Reveals Top 25 Global Luxury Brands on Social in H1 2015, Prnewswire.com. Available at: http://www.prnewswire.com/news-releases/shareablee-social-scorecard-reveals-top-25-global-luxury-brands-on-social-in-h1-2015-300118784.html (Accessed: 10 March 2016).