Westfield London, ground floor, unit 32
Ted Baker is a contender for the best windows award, thanks to a fun underwear theme with mannequins wearing scubamasks and accessories floating inside water bubbles. There is attention to detail in the product thanks to linings, trims or tweaked hardware, which offer value for money. For example, denim jeans cost £110 but feature premium-feel buttons. The collection is big on colour and pattern but also features trend-led pieces, such as bomber jackets including a reversible jersey version not seen elsewhere. Like at Reiss, just one item of each size is on display, although there is no signage to explain Ted Baker’s numerical sizes.
Two window mannequins wear the same shirt in different colours, which is a little boring considering the spread of product inside. When I go to use the changing rooms they are ‘closed’ as the entrance is blocked by a messy rail of clothes. A staff member rushes over and drags it out of the way to show me in. A simple rope or curtain barrier would be much more in keeping with a premium shopping experience, as this is quite shoddy.