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Looks 6

Ted Baker has embraced many of this season’s key trends, including angular shapes, nautical, bright satins and colour blocking, but interprets them with its own distinct mark. Nautical, for example, has thicker vertical, rather than horizontal stripes, sometimes in peach, rather than white, giving it more of a premium feel. Painterly print silk tops and one-shoulder dresses sit alongside more toned-down product, including wide- and straight-leg black trousers.

Mix 5

Ted Baker’s mix is largely smart, with dresses and tops the focus of its spring 09 collection in Westfield – accounting for about 70% of the offer. They look impressive, but co-ordinating trousers and skirts for the tops are few and far between, and reserved to the backs of rails, so could get overlooked. More casual product, including knitwear, is dotted around the store, mingling with the main offer. A small table displays Ted Baker’s jeans and footwear and accessories are given one wall and look impressive.

Store 9

Ted Baker’s signature quirkiness doesn’t disappoint. This is a great store with fake cakes and pastries, a dog and random glasses. Staff are not pushy but offer to explain sizing and mention its sister Pashion shop upstairs. The changing rooms are great, with mirrors on both sides, a long leather bench, velvet-like curtains and high ceilings. The changing room assistant was ironing clothing to ensure merchandise looks its best on the shop floor.

Value 7

Ted sit snugly between Cos and Karen Millen on price. A gorgeous, silk, shiny mustard, one shoulder dress with ruffled sleeves is £130. A midnight blue silk top with heavy, beaded neckline is £75, while a wool mix shift dress with silk ruffled sleeves and voluminous hips is £120. An organic cotton navy top with stripey ribbon threaded through the neckline is only £65. Less embellished product – jeans, black trousers and pleated skirts – are a little too much at £85.


There is a good range of colours and the fabrics are good quality. It is priced alright for that kind of mid-range shop. I find it is a good place for casual wear.

Catherine Davis, 36, Civil Servant

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