Brand Issues Report Objectives Justification

Brand
Issues. Growth Strategy Implementation

The below issues have been recognised as Superdry’s biggest weaknesses, being the
primary factors limiting them from market growth and increased consumer demand.

Exploding in popularity in 2010, Superdry was seen as on-trend and in-

demand, and thus found success in the crowded marketplace. However, Planet.
recent failure to modify products to meet new requirements has resulted
in a 18.2% drop in brand revenue YoY (Superdry, 2020). Overall, People.
Superdry has lost its popular brand image and new strategy is
required to regain consumers, market share and dwindling revenue. Animals.
 Brand Issues Report Objectives Justification

Growth
Strategy. Growth Strategy Implementation

RE-POSITIONING:
Strategic Aim is to close any established gaps, and raise influential purchasing
GROUP STRATEGIC OBJECTIVES: factors to reposition Superdry favourably within current and future markets.

The 6 Strategic Objectives (below) have been established to eliminate identified weaknesses, and THE ULTIMATE GOAL

Framework- ‘Raise’ Results (Kim

encourage sustained, profitable growth for Superdry.
Raise IS FOR BRAND
-Fashionability
REFLECTION TO BE

and Maubourgne, 2015).

Superdry’s Four Actions
-Transparency
-Sustainability SUSTAINABLE,
ETHICAL AND
FASHION
New Value Curve ORIENTATED.

performance (Johnson et al. 2017).

Gap Analysis of Superdry’s current
Sustainability and Transparency
SUSTAINABLE DEVELOPMENT: PRIMARY OBJECTIVES
Sustainability is the main focus of this report, as it is one of the primary barriers to growth for Superdry.
 Brand Issues Report Objectives Justification

Report
Objectives. Growth Strategy Implementation

Academic Grounding
SUSTAINABILITY

CIRCULAR
ECONOMY

New Sustainable Development Plan: SLOW FASHION

This report aims to reposition the current fashion system; driven by over-
consumption, speed, fad trends and product obsolescence, through the
encouragement of sustainable practices (Ertekin and Atik, 2014). The Circular LONGEVITY
Economy and Slow Fashion provide frameworks to examine the emergence of
an alternative system, whereby resources will be viewed as valuable and -Quality
factors such as quality and repair will become core aspects of Superdry’s -Design
sustainable development strategy (Burns, 2019).
-Repair
“A high-quality product, in the hands of those who have learned how to use it and how to
look after it, will very likely be more durable…increased durability means that we take less
(decreased consumption of material and energy), that we need to produce less (gives us
more time to do other things we think are important or enjoyable), and destroy less (less
waste)” … From Yvon Chouinard.
 Brand Issues Report Objectives Justification

Implementation. Growth Strategy Implementation

Timeline of Proposed Concept Launches: Proposed Concept: An Overview of Superdry  SUSTAINED.

SUPERDRYSUSTAINED.
Clarity of links between all Group Projects.
“We have worked tirelessly to
create a collection that helps
to protect both people and the
planet. Welcome to Superdry
 SUSTAINED.
COAT COLLECTION.
Our SUSTAINED Coat Collection consists of 5 classic Superdry
From in-depth research into Styles, in a range of 7 colours, which can be individually
the benefits of Slow Fashion personalised and styled by YOU.
and the Circular Economy, we
have found that providing high
quality, durable items is the What’s better?
best way to do our bit and Our high quality construction standards mean your coat is guaranteed to
become a sustainable last at least 10 years, and can be repaired or altered to suit you anytime.
business. Quality is the key to
this collection, being What’s best?
explicably linked to garment The collection is designed by experts to ensure longevity and durability,
lifespan and having a huge which also contributes to sustainability. It’s never been so easy to make
influence over environmental
ethical choices and align your shopping with your values- especially
and social impacts of the
when our coats look this good!
Fashion Industry.

With our 10 year  Our Promise to you in 3 simple steps…

SUSTAINED warranty, we 1. All coats come with a 10-year quality guarantee and repair warranty as standard.
promise we won’t let you (or 2. All coats come with 1 free re-fresher option.
the planet) down.” 3. Additional warranty, repair work and re-fresher options can be purchased directly
through Superdry.com or your local Superdry Store*
 Brand Issues Report Objectives Justification

Justification. Growth Strategy Implementation

Evaluation: The Superdry Sustained Collection helps to develop a transparent, sustainable supply chain
through a carefully curated product mix comprising of trend-led, high quality, durable coats which appeal to the

REPAIR
targeted 16-36 year old ‘conscious consumer’.

Strategic How it has been achieved through SUPERDRY  SUSTAINED

Goals
Developing ▪ Movement away from ‘sustainable materials’ to adopt a more holistic and well-rounded

RE-WEAR a
transparent,
approach to sustainability.
▪ Improving transparency through greater information provision, helping to avoid

Primary Objectives
sustainable greenwashing claims and boosting third party sustainability/ transparency ratings EG.
supply chain Good On You.

RE-IMAGINE Creating
▪ Re-developing the supply chain, working with sustainable partners to innovate in quality
production and information delivery/sharing.
▪ Focus on Sustainable/ Slow Fashion through high-quality, durable designs.
trend-led, ▪ Aiding the Circular Economy with re-fresh and repair options.
sustainable ▪ Keeping on-trend through contemporary coat designs and regularly updated re-fresher
products options so coats can be re-imagined to the latest fashion developments.
Summary of Superdry Canada The Barbour Patagonia
Rank Competitive SUSTAINED Goose North
Landscape Face Refining the ▪ Removing excess coat styles and focussing on 5 core pieces- mitigating the negative
Top product impacts of overconsumption.
Price (£199- (£825- (£120- (£299- (£160- offering ▪ Shifting consumer focus to valuing quality over quantity.
Middle £399) £995) £360) £329) £550) ▪ Ensuring product offering aligns with new sustainable brand identity.

Secondary Objectives
9/10 1/10 10/10 8/10 7/10 ▪ Differentiating Coat Collection from competitors by establishing a clear brand mission.
Bottom
Implementin ▪ Focus on transparent marketing and provision of information through omni-channel
Customis 9/10 2/10 0/10 8/10 0/10 g a new platforms EG. New design of Garment Tags and updated Web Info Pages.
ation brand/ ▪ Matching new brand identity and highlighting this in marketing communication. EG.
marketing Enforcing desired Brand Identity Prism physique of ‘Long lasting, affordable, sustainable
Quality 8/10 9/10 7/10 6/10 9/10 strategy collections rooted in fashion trends’.
Warranty 8/10 10/10 2/10 1/10 10/10 Redefining ▪ Curation of a sustainable collection which appeals to the environmentally conscious,
the targeted millennial/Gen Z consumer base.
consumer ▪ Keeping styles fashion-orientated. Repositioning the fashionability level to appeal to both
Repair 9/10 2/10 2/10 7/10 8/10 early adopters and early majority (Superdry’s re-defined customers).
▪ Maintaining excellent value for money with competitive pricing.
TOTAL 43/50 24/50 21/50 30/50 34/50 ▪ Allowing consumers to express their individuality by customisation options offered through
the re-fresher platform.