How a marketing overhaul could have saved Ted Baker [Video]

When Authentic Brands Group bought the fashion brand in 2022, we asked industry analysts how they would tackle reversing its fortunes. Now the administrators have been called in, did it heed this advice?

This article was first published on August 18, 2022.

Ted Baker was launched by Ray Kelvin in 1988 and famously named after his alter ego. The brand was built on its Britishness and the eccentricities of the founder, carving out a niche with its high-street-luxury position. But it’s had a rocky few years, with a share collapse in 2018 and Kelvin exiting the business on misconduct claims in 2019, culminating in a pre-tax profit loss of £38.4m in 2021. It’s now been bought by Reebok and Juicy Courtier owner Authentic Brands Group for $254m.

“I am unsure if Ted Baker is still the company I once knew; however, I hope under new ownership it will regain its identity,” said Kelvin on the change of guard. “At …

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