As you would expect from Ted, the approach to marketing the brand remains the same as it was from day one … primarily by word of mouth and out of the ordinary marketing. What other brand would give away Paxo stuffing at Christmas, a can of chocolate bunny hotpot for Easter, or even special world-cup 2006 football cards, Roy of the Rovers style? Ted remains one of the only brands to be built into an international designer label without an advertising campaign.

As Ted chooses not to advertise, he must do everything he can to support the collections in a more consistent, different and fun manner. Hope you’ll agree new ‘no ordinary designer website’ does this down to a tee.

• Ted Baker is one of the fastest-growing leading lifestyle brands in the UK.
• The collections have expanded rapidly since its beginnings as a menswear brand in Glasgow in 1987.