SECTION ONE
The Summary
What is your proposal?
My chosen collaboration is TED BAKER X GEORGIA TOFFOLO. I have chosen this
collaboration as I think it will be a way of broadening Ted Baker’s target market as
this collaboration will appeal to a younger target market. Fashion collaborations
with other Made in Chelsea stars have proven to be extremely successful and I
believe this will be the same.
About the Retailer:
Ted Baker is one fastest growing lifestyle brands in the UK, the collections have
expanded quickly since its launch as a menswear brand in 1987. Ted Baker offers a
wide variety of products with collections in menswear, womenswear, children’s
wear, footwear, eyewear, accessories and fragrance. They have stores all over the
world including the UK, Europe, the USA and Asia.
About the Collaborator:
Georgia Toffolo is a 22-year-old reality TV star on the show Made in Chelsea on E4.
She has 451,000 followers on Instagram and 92,200 followers on Twitter. She
attended a grammar school and went on to go to Westminster University doing a
politics degree. She currently works at The Lady magazine as a journalist.
USP:
The collaboration is unique because Ted Baker have not done a collaboration like
this before, nor has Georgia Toffolo. The unique selling point is that this range will
have more of a younger feel, unlike Ted Baker’s usual mature style. It will be
unique because it will appeal to a new market for the brand which they haven’t
really been able to reach before.