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Made By: Anuja Shringi

British Design. Spirit of Japan.Superdry is a UK company focusing on apparels for youth.

It is a part of SuperGroup plc. SuperDry combines Japanese inspired graphics with vintage American styling in its products.

HISTORYSuperdry fashion was established by Ian Hibbs and Julian Dunkerton in Cheltenham in 1985, at which time it was trading as "Cult Clothing.

It expanded during the 1990s and established stores in a number of UK university towns and cities, from Oxford and Cambridge to Edinburgh and Belfast. It opened its first store under the Superdry name inCovent GardeninLondonin 2004.

In 2008 a nationwide expansion of Superdry took place, with stores opening in major towns and cities all over the UK, the majority in university cities.

BRAND PERSONALITYSuperdry focuses on high quality fashionable products fusing vintage Americana and Japanese inspired graphics with a British style.

Superdry clothes are characterised by: Super soft hand feel cotton with authentic vintage washes; Premium fabric with vintage detailing; World leading hand-drawn graphics; and Tailored fits with diverse styling.

The brand worked a lot on the image of an exclusive brand which sells casual clothing for women and men who want quality.

Another element of the brands concept is that both woman and man departments arent separated in different shops but are centralised in one shop.

Superdry gave a boost to their personality letting celebrities wear their clothes on.

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 cutomer in the world.

Superdry's presence around the world:The Group operates from 103 owned stores in the UK and Europe and through 101 franchised and licensed stores around the world. The Group's business model is to establish a presence in a wide range of geographical territories through a combination of owned stores, franchises, concessions, licences and the internet.STORES

Superdrys first store in India

Different types of clothes like jeans, casual shirts, vests, t-shirts are all produced by Superdry

But jackets manufactured by this brand are outstanding and are a staple in every fashionable person's wardrobe.

These jackets allow free movements unlike other jackets that are bulky or constricting. Most of these jackets are made of good quality spandex and cotton.

Jeans of this brand are available various sizes and are known to be extremely durable.PRODUCTS

RangeRupess 500-45000

For the younger person who is still at school or a young professional, the most important thing is to look good.

Superdry targets the young fashion market with affordable, premium quality clothing and accessories for both men and women in the 15 to 25 age bracket, although the brand has become increasingly appealing to a much broader group.

The targeted customers of this brand are people who like to wear unique, trendy and comfortable clothes.

This brand improves street wear or boring casual clothes into innovative and fashionable outfits. TARGETED AUDIENCE

But it has also managed to reach beyond its young fan base, appealing, as Robert Johnston, associate editor of GQ, puts it, to the "type of gents who have never grown out of their hoodies". And this has kept the cash-tills ringing.

Mark Lemon, manager of the Covent Garden flagship store, says that his shop is "busiest during the lunch break and after-work hours, when businessmen in their mid-twenties and thirties visit". He reckons his customers are "roughly 60/40, with a majority of men," a split that reflects its strength in menswear.

The Group's strategy is to:Expand the UK and European standalone Retail estate;Roll-out an e-commerce platform that increases its penetration of Group revenue;Drive international franchised store expansion across the world; andDevelop an infrastructure that delivers operational efficiency and a platform for growth.Through this strategy, the Group aims to grow revenues and profits.STRATERGY

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