Case Study: Ted Baker
To survive in this fast paced sector, Ted Baker took this issue on board and
created a virtual version of its new flagship shop on Commercial Street in
London called 'Ted Baker & Moore’. Ted Baker’s official mission statement is "to
build a thriving company through the creation of a leading designer brand, by
conducting ourselves in an efficient and courteous manner and by maintaining
Ted’s high standards and integrity" (Ted Baker, no date) They certainly achieve
this through their virtual store which works as a marketing tool helping
drive sales, bringing the brand to a global audience. Detailed analytics allows
them to see exactly what products users are zooming into and what journey
they are taking through the store. This data is an added benefit which could
help with in-store design going forward. The virtualization of the store has
been compared to Google street view but with added features in its use of
360-degree panoramic photography but with the extra features of zooming
in and clicking on products for their information. To make sure that the
virtual store stays updated throughout the new seasons, Ted baker can have
the store re-shot as frequently as they desire. By doing so, they are trying
to keep up with fast fashion to stay in competition with their competitors.
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