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High Street Hit or Miss: Ted Baker 8/10

A visual merchandising masterclass.

Ted Baker

Ted Baker

Clothing multiple - Intu Trafford Centre Manchester, first floor

Premium

Pros

The visual “wow” factor is in abundance at Ted Baker. Executing its jetsetter “silver service” theme with aplomb, the windows showcase product against the backdrop of an opulent hotel, featuring feather dusters, orange slices and a butler’s elegantly gloved hands. All the quirky Ted Baker signatures are on show inside, from individual pendant drop lights to graphic mirrored walls. Lush prints, rich embellishment and fabric quality continue to give this brand the edge, epitomised by a pink, cream and green digital floral appliqué dress (£189). While £249 feels expensive for a black trench, features such as the gold embossed buttons and tropical floral lining justify the price tag. Wandering around I never feel rushed by the charming sales assistant, who takes my outfits to the changing room to free my hands for browsing.

Cons

While spacious and with a handy seating area, the unisex changing rooms are dimly lit, so I struggle to see my outfit in real detail.

Click here to see how other retailers performed.

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