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Ted Baker’s closure was foreseeable from a fashion perspective

Middle-market brand went into administration in March but in many ways it is a surprise it held on so long

It became known for bodycon dresses that were as good as synonymous with wedding guest outfits; for office-ready blazers; for branded T-shirts and hoodies that were popular with teenagers; and plastic bags that were the tote of choice for many young professionals lugging heels to change into in the office. But even before Kelvin’s resignation in 2019, Ted Baker’s fashion had fallen out of public favour, exacerbated by the rise in other stylish brands all catering for a similar crowd – and its inability to keep pace in terms of design and price. In an era of hyper-fast fashion, where consumers can buy into new trends in the bat of an eyelid at very low cost, Ted Baker’s dedication to its staid aesthetic read like an admission of defeat long before its actual demise.

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