Superdry Continues To Promote Younger Strategy

British tide card

Will continue to expand the Chinese market and continue to promote the strategy of youth.

According to the world clothing and shoe net, Superdry sales rose by 20.4% to 402 million pounds in the first half of fiscal year ending October 28th, but 31.1% slower than the same period last year.

Among them, retail channel sales rose 12.8% to 243 million pounds compared with the same period last year.

Sales increased by 31.6%, up 6.3% from store sales, while wholesale channel sales surged 34.1% to 159 million pounds over the same period.

The picture shows Superdry's main performance data for the first half of fiscal year.

Superdry was founded in 2003 and ended in September this year.

There are sales outlets in 863 shopping malls and counters in 62 countries around the world.

The brand has worked with international giants such as Beckham, Jude Law and Kate Moss. Its Super Group was listed on the London Stock Exchange in 2010.

Group CEO Euan Sutherland said that the new product launch and the remarkable growth of the electricity supplier business were the important reasons for the increase of Superdry in the first half of the fiscal year.

In order to attract more young consumers, Superdry has launched a series of Varsity products inspired by university life. Meanwhile, the Super Sport sports series has also received positive response from consumers.

The group has also specially planned two kinds of digital marketing activities, namely "The Night is Young" and "This is My City" to enhance brand influence.

In the Chinese market, Superdry has also increased its investment in brand publicity since this year. In addition to the hip-hop craze this summer, the Chinese hip-hop champion PG_ONE and popular player ghost Bian cooperation Street have also chosen to work with young star Xu Weizhou to promote the theme of "MySuperdry orange" in micro-blog, attracting young people's attention.

On the retail network, Superdry added 37 authorized stores and 13 Direct stores in 23 different countries in the first half of fiscal year.

The brand's order management system and channel reform for the European distribution center further shorten the logistics time and indirectly promote the Superdry's electricity supplier sales.

It is reported that such innovations will continue to be launched in North America and China.

Euan Sutherland pointed out that in the future, Superdry will focus on sustainable development, clear brand positioning, expand women's clothing and sports business respectively, and will be optimistic about Superdry in the 2018 half year, but no specific data are given.

Data map: in January of this year, Superdry has entered Tmall's flagship store.

It is noteworthy that the group formerly known as "Super Group" was renamed "Superdry" in September this year, with the aim of emphasizing confidence in the core brand Superdry and preparing for further globalization expansion.

In last year's annual report, Superdry group said it will be put into use in Shenzhen's purchasing center, which will increase the proportion of direct purchase from 65% to 80%.

At present, Superdry group's partners in China have announced the establishment of a joint venture in September 2015 with the hkei International Group, Heji international group and Superdry group, which officially opened up the domestic apparel market in the UK.

The cooperation was initiated and facilitated by the British Trade and investment administration. The two sides invested a total of 18 million pounds (about 180 million yuan), each holding 50% shares and a joint venture for at least ten years.

Superdry group CEO Euan Sutherland earlier accepted an exclusive interview with reporters, saying that there were no obvious competitors in the Chinese market.

He admits that Superdry is a relatively special brand. Its product coverage is very wide. The characteristics of the product, such as innovation, product details and product quality, add up in the width of the three things, do not see other brands making such products, not to mention such products in such a price is very competitive, Superdry is not specifically for whom to make products, but hope that many people can wear and like a brand.

However, according to the data, Superdry recorded a net loss of 10 million in the Chinese market in the same period last year, coupled with the domestic economic slowdown and the impact of the electricity supplier on the real economy. The clothing industry is also facing some crises. Euan Sutherland still maintains confidence in the Chinese market, saying that there is still great potential to be explored.

Superdry group plans to add two Superdry stores in Beijing and Shenzhen in December this year, and open franchise stores in Quanzhou and Xiamen.

Heji international currently operates more than 3000 retail stores in China. Under the cruel market environment of fashion retailing, this is exactly the partner Superdry is looking for in the Chinese market.

In December 2011, LVMH group's private equity fund L Capital Asia invested $200 million in strategic investment in Heji international 10% stake.

Yesterday, the stock market closed, Superdry shares recorded a slight increase of 0.56% to 1851.23 pence, and since the Euan Sutherland group CEO, the stock price has risen 80%, the current market value of about 1 billion 500 million pounds.

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