Ted Baker launches monthly product drops
Taking its cue from streetwear culture, Ted Baker is launching a series of limited edition monthly product drops throughout 2019, starting with a lightweight knit for men and women dropping today.
The Keyzay knit for women and the Jumpar knit for men, feature the Ted Baker logo, will drop on the premium fashion brand's social channels and website at midday today and will be available for 48 hours only.
"Understanding there is a need to change his business model to ensure shoppers are inspired when in-store, Ted Baker has committed to delivering more new products to the consumer by adapting the seasonal collections into monthly drops, ultimately delivering more newness every month," the brand said in a statement.
The full schedule of drops for 2019 is as follows:
27 March
24 April
29 May
26 June
31 July
28 August
25 September
30 October
27 November
On each of these days, one item for men and one item for women will be made available for a 48-hour period.
Ted Baker is the latest brand to adopt the "fresh drop" strategy, which is favoured by streetwear brands to create newness and desire among a dedicated customer base. Luxury house Burberry has adopted the approach to ensure its offering remains fresh while other more mainstream brands have been experimenting with one-off drops, including Zara.
