Having done a placement within the Buying department at Ted Baker, I found this article a really good read. It’s exciting to see the brand entering so many new markets, where so far they have been viable, despite the same global identity. Having studied Globalisation of brands in a university module and learning the importance of globalisation that is far from standardised, Ted Baker seem to understand and know what they’re doing!
It’s really intriguing to see how Kelvin works, especially of what I could see around the office! I love seeing Ted Baker’s quirky, highly distinguished brand image and I can’t wait to see their progress!