Few years ago nobody in Europe ever heard about the brand Superdry, now it is official that this fashion label is one of the fastest-growing fashion labels in the world! Sales managers said that the sales increased 68% over the past three months. How is it possible to make such a jump to extreme popularity in such little time?
The brand worked a lot on his image of an exclusive brand which sells casual clothing for women and men who want quality. Another element of the brand’s concept is that both woman and man departments aren’t separated in different shops but are centralised in one shop. Superdry gave a boost to their personality letting celebrities wear their clothes on parties. They also differentiate from other brands with their vibrant colour choices, various sizes and a trendy, fresh appearance. The combination of this large variety of clothes and various accessories are also part of their strategy! And the final touch to their concept is the introduction of an online shopping facility to satisfy all the cutomers in the world!
Superdry is succeeded to make their brand innovative , people come back after a visit from one of the(not that numerous) stores for the unique shopping experience the brand gives to them!
Laura Goeminne
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