Market Analysis: Ted Baker

Alex Smith, Senior Analyst at Third Bridge on Ted Baker:

"The pandemic hasn't been kind to many retailers but Ted Baker's focus on smart-casual clothing sold via traditional high street locations gave it particular exposure."

"All eyes will now be on the management teams’ plans to restore growth and the performance of their new online platform."

"This includes a brand re-engineering initiative to reposition Ted's range away from formal and occasion wear more towards casual wear as well as offering more entry price options. We will see how receptive consumers are to this tweaking and how long it takes to draw shoppers back to the brand."

"Our experts also point to self-help cost mitigation plans such as supply rationalisation, managing lead times and shortening the product life cycle."

Third Bridge is a global primary research firm that interviews more than 6,000 internationally recognised industry experts and business leaders a year to compile 360-degree market intelligence for institutional investors. www.thirdbridge.com