Quirky product stands out but the windows are disappointing by Ted’s high standards.
Ted Baker ignores most key trends in favour of its quirky aesthetic and attention to design detail - and does so with aplomb. An original offer, chunky knitwear stands out in the form of a grey wool dress with oversized collar, as do design details such as a low-cut, ruched back on dresses and the retailer’s butterfly print. Signature linings add some fun, while shift dresses and tops in red nod to autumn’s trends. The coat offer is disappointingly small.
Were it not for poor windows, Ted may have scored 10; the product displayed in them is too dark against the background to be seen by passers-by. Inside, the changing room tokens are in cockney rhyming slang and birds dangle from the ceiling. Much better.
Similarly priced against competitors, a double-breasted, military-style coat comes in at £259, while a cosy knit cape is great value at £69. A leather jacket at £295 is more expensive than an equivalent at Reiss by about £20, but the price hike is arguably justified due to the cool, colourful lining. As at Reiss, basic knits sell for £89. But with a tighter offer, Ted lacks the wider pricing architecture of its rival.