Modern Marketing

Ted Baker's non traditional marketing strategy helps secure 75% up tick in ecommerce sales

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By Natalie Mortimer | N/A

November 19, 2015 | 3 min read

Fashion retailer Ted Baker is well-known for shunning traditional marketing and advertising - favouring instead an undercurrent approach via social media- and it seems that strategy is proving more than successful after the company reported a 74.3 per cent up tick in eccomerce sales in the 13 weeks to 14 November.

Ted Baker founder Ray Kelvin told The Drum earlier this year that when it comes to promoting the brand to customers he likes them to organically discover Ted Baker, because it is “sexier to conceal than reveal”.

Recent campaigns include a two-week Instagram push which used the social platform's native filters and exposure tools to reveal hidden images, and in September the brand rolled out its third Instagram campaign called ‘Cabinet of Curiosities’ in an effort to extend its global reach through a treasure hunt game, to co-incide with an expansion in North America.

Commenting on the results Kelvin said: "Ted Baker has continued to perform very well with further development of the brand internationally and across distribution channels. Underpinned by the skill and dedication of our team across the world, our unwavering focus on product quality and design, and our continued investment across the business, we remain fully focused on the longterm growth of Ted Baker as a global lifestyle brand."

Revenue at Ted Baker increased 20 per cent during the period while retail sales incresed 18 per cent.

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