Ted Baker has revealed how its global brand refresh will manifest in Australia.
Speaking to Ragtrader, the brand said that key changes will include a casualised product offer, updates of product shape, print and fabrication and a simplified store design.
"Our brand refresh really is a global mission aligned across all markets from the UK to Australia - to be the most engaging British lifestyle brand, inspired by the gleaming details of everyday Britain," Ted Baker said.
"Pioneered by recently appointed global creative director, Anthony Cuthbertson (ex-Topshop and Roberto Cavalli), both menswear and womenswear collections will be updated.
"The product maintains a casual relevance whilst taking nostalgic influences from the worlds of fashion, music and art.
"Store design becomes pared back to focus on the product offering, homing in on updated branding by way of a Magnolia motif - a recognised and resonant symbol for Ted Baker which represents longevity and perseverance," the brand said.
According to the brand, bestsellers in Australia across the brand's categories are coats and trainers.
Specifically, popular womenswear categories are knitwear, tops and bottoms while men shop knitwear, shirts and bottoms.
Ted Baker added that for the rest of the year, the brand will work to expand its local customer base.
"We will continue to collaborate and partner with credible voices in fashion and culture to extend our reach and encourage a new customer whilst maintaining our loyal, existing base," the business said.
"Across our collections, customers can expect joyful pieces that embrace our new way of living, with nods to British music, fashion and art.
"The wardrobe has a relaxed youthful feel while attention to detail and luxe fabrications remain at the heart of our pieces.
"Where previously we have been renowned for our occasionwear, casualwear now becomes equally important to the product offering as lifestyles shift and more time is spent at home," the brand said.