Sub-brands for everyone in an inspirational retail environment.
Although you leave Ted Baker with an impression of its dandyish persona, there is actually a wealth of styles in store for both young and old. Sure, the Archive shirt prints and velvet blazers are endearingly eccentric but there are also quality slim-fit basics such as a polo from the new Born range, with printed buttons, multi-stripe trim and printed under-collars. Otherwise, contrast-pocket jersey tops, heavy db knits and micro-collar polos are all about a clean, smart casual look.
Top marks for the experience. Not only are the staff super-helpful but the store itself is richly imagined with bright fixtures and clever details – the glass fitting-room door is transparent until locked, when an electric current frosts the glass. The wealth of sub-ranges could be confusing, but who cares when shopping is this much fun?
Compared to next door neighbour Reiss, Ted Baker is affordable, but does have some high prices. A wool reefer coat, for example, is £240 but is neatly pitched beneath Ted Baker’s premium high street rivals but above the more middle-market young fashion players. Denim starts at £80, polos in the Born range are £40 and jersey T-shirts start at £25. The span of prices means there’s plenty for both entry-level shoppers and the style-hungry crowd.