Ted Baker Finally Came To Think Of Entering Asia, First Of All, Tokyo.

The Ted Baker flagship store in Tokyo has finally reopened. The store is still located in the area of table Shen Dao, but it is not the main street but the location of the original Marc Jacobs.

This time, it has extended its tentacles to Yokohama and Nagoya, and has entered the Marco Jing Department store and the high island estate with the franchise mode.

Its practice is almost like a copy of 1980s, when French luxury goods companies opened up markets in the east to boost sales.

Ray Kelvin, the founder and chief executive of the brand, refused to disclose the specific sales volume of Japan in an interview with the women's wear daily, but stressed: "the team has been actively expanding its brand awareness in Japan over the past few years.

Ted Baker, from England, has not been "very young" since its establishment in 1988. It has a history of 29 years.

The brand was originally a men's shirt shop opened in Glasgow, Scotland, but now the Ted Baker, which is positioned as a "lifestyle", has long been eaten by men and women, and women's clothing sales are slightly more than men's.

You can find a 170 pound spring summer dress in the shop or a 100 Paisley shirt for men.

Most Chinese consumers know that they are impressed by the eye-catching color and printing after entering the store.

But the odds are not so great: Beijing, Shanghai, Suzhou and Nanjing together are 11 stores.

Another American brand Kate Spade, famous for its bright colors, was founded five years later than Ted Baker. It has opened nearly 30 stores in the mainland.

Ted Baker's bias problem has a clear view in its earnings report. Up to half a year in August 13, 2016, only 3.3% of the company's total revenue came from the Asian market.

And because the market was too early in the reclamation stage, the brand failed to list the data of Japan and Asia (except Japan) as other competitors did.

Light from the performance figures, Ted Baker is a group of black horse - third quarter revenue grew 15% over the same period.

The company attributed it to the electricity supplier and its revenue grew by 30.3% in the three months ending November 12th.

The total revenue is 259 million pounds.

2016 in the Christmas season, the company's retail revenue grew by 17.9% over the same period last year, and the electricity supplier recorded an increase of 35%.

The best selling are men's suits and ladies' coats, many of which appeared in a movie that was previously launched on Ted Baker.

Last year, after Ted Baker dug up the global IT director from Jimmy Choo, it released a 007 style shopping video with Google. It told T.E.D to hunt for a thief who steals the latest fabric of the company.

In the process of viewing, we can click and buy the 2016 autumn and winter series of actors at any time.

According to data from research firm L2, 87% of fashion brands using shopping videos recorded a 1.6 fold increase in sales.

Ray Kelvin should also realize that its Asian market is a short board.

At present, the European market contributes 68.5% to brand sales, while North America accounts for 28%.

Even in the attention of the electricity supplier channels, only consumers in the Asian region can not directly buy official.

During the opening of the flagship store in Japan, Ray Kelvin told the women's Wear Daily that it had no intention of developing the local electricity supplier market. "At present, we need to maintain stability and achieve top-notch standards in the industry."

The 61 year old CEO also said consumers would not be worried about the price increase after the euro referendum, at least not this year.

Analysts at investment bank Liberum predict that the pre tax profit of Ted Baker in fiscal year 2016 will be about 65 million 300 thousand, up 11.2% from the same period last year.

But the detailed figures will not be known until March 23rd when the company releases its financial year results report.