1.'Ted Baker is a quintessentially British brand with a quirky yet commercial fashion offering... .The menswear collection is a reflection of popular contemporary culture, with a sense of humour and style mixed in. It also includes our Phormalwear range, offering a number of distinctive suiting collections that combine heritage British tailoring with a modern outlook. The womenswear collection is a fresh and feminine mix of European elegance with London flair, and is a celebration of beauty, individuality and exquisite attention to detail. Stores and concessions are designed to showcase the brand's unique style of retail theatre and to ensure our customers enjoy a welcoming and pleasurable shopping experience. Each store boasts a fully bespoke design that is full of innovative and distinctive touches. Ecommerce enables us to offer our customers access to an extended product range and provides us with a means to talk directly with our customers and engage them with the brand in non-traditional ways. Our wholesale partners ("Trustees") are custodians of our collections and uphold our brand integrity by ensuring that their retail environment and brand adjacencies* are in keeping with the profile and positioning of the brand. We have built up strong relationships with some of the best independent retailers and department stores around the world. We operate both territorial and product licences. Our licence partners are all experts in their field and share our passion for unwavering attention to detail and firm commitment to quality'.

*this refers to stocking brands that occupy similar market positions close to each other on store shelves

Source: Ted Baker Annual Accounts March 2018

Critically discuss Ted Baker's use of the marketing mix.