Review: Ted Baker’s shopping livestream – hit or miss?

Ted Baker livestream

Ted Baker unveiled a livestream shopping experience last week with the aim of bridging the gap between physical and digital. But can it emulate the livestream success seen in China? Retail Week reviews what worked and what didn’t.

Livestreaming has become a huge phenomenon in China, with 9% of all ecommerce sales in the country estimated to have come via the channel last year. Many expect a similar trend to make its way west.

As part of its strategy to revitalise the struggling fashion brand, Ted Baker has jumped on the trend early, launching its first livestream last week after it struck a partnership with streaming specialist Bambuser.

However, judging by its first foray, Ted has some way to go if it wants to replicate the success of its Asian counterparts.

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