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How Does Superdry Brand Quietly Occupy The Fashion Industry?

2011/7/20 11:18:00 153

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Superdry Brand Fashion Fashion Lightweight Jacket

In the UK, Superdry brands can be seen everywhere: buses can always be seen and carried by many people.

Superdry

Brand clothes bags; many people on the train wear lightweight jackets with many zippers; while turning on the TV, Jamie Oliver is wearing a Superdry brand T-shirt.

This week, SuperGroup, the parent company of Superdry brand, announced that sales of Superdry brand had increased by 48% since April, while the pre tax income of the brand reached 50 million 200 thousand, while the share price of the brand has also been on the rise.

Superdry brand was founded in 2003, when SuperGroup holder Julian Dunkerton has a brand called Cult Clothing, which sells mainly.

Skateboard

A T-shirt with a large logo.

Cult Clothing is sold to students in areas such as Cheltenham, Oxford, Birmingham, Edinburgh and so on. One of them is called Bench, which sells skateboard clothes, Julian Dunkerton has contacted the designer James Holder of this series, and co founded with him the license plate.

Since then, sales of brands have been rising. Only 18 stores were opened in the UK last year, and 60 in the UK.

In addition, the brand added 44 franchise stores last year, with a total number of franchise stores reaching 80.

Stars such as David Beckham, Justin Bieber, Helena Christensen, Kristen Stewart, Ben Stiller and so on are all very fond of wearing this brand.

The success of the Superdry brand may lie in the difficulty of positioning the brand. Zara can be positioned as a brand.

Fashion Show

Cheap copy, but Superdry is hard to find a precise word to describe.

Superdry brand clothing has a strong sense of movement. Its clothing is both a retro feel and a product of the combination of Japanese style and American style.

Superdry and Abercrombie, Jack Wills, Gap, Uniqlo, All Saints and other brands for the same market, but sales far exceed these brands.

Many financial people in the UK are puzzled about the huge success of the brand. Andrew Wade of Numis Securities said: "it is difficult for us to find the reason why Superdry is so successful. It not only has a long time, but also sells clothes to the public in a covert way."