Established in the late 1980s as a specialist shirt store in Glasgow, Ted Baker has become a global designer label like no other. The brainchild of Ray Kelvin, advertising has never been used to promote the Ted Baker label. Instead, it simply chooses to use word of mouth and exciting giveaways to let personality shine through, confident that the brand's products will do all the work.
Offering a dry cleaning service with every shirt bought from the first few UK stores, this fresh approach to marketing was all that was needed for Ted Baker to continue to grow given the quality of the products, and by the mid-90s it had stores in London and throughout the country. |
