SuperGroup is to promote its womenswear next year to change consumer perception about its offer.

The group, which operates trendy fashion retailer Superdry, has improved its womenswear range over the past year introducing more tailored ranges, including a collaboration with tailor Timothy Everest.

Supergroup chief executive Julian Dunkerton said: “From a product level we’re definitely getting there, from a consumer perception level, that’s the work we have to do in the UK. You will see increased coverage from Vogue and Elle and Grazia. You’ve got to educate them [shoppers] of the change.”

Dunkerton said when it opened a new store in a region where Superdry has no presence womenswear has a “much greater” sales participation because shoppers have fewer preconceptions about the brand.

SuperGroup said it was making “progress on all fronts” as underlying pre-tax profit advanced 21.8% to £17.9m in its first half to October 27.

Retail revenue soared 19.3% over the half and total sales surged 21.4% to £192.1m as like-for-likes grew 8.1%. Gross margin increased 50 basis points over the period.

SuperGroup is also testing the water in China with its online debut in the country.

The trendy fashion retailer launched on marketplace, the Chinese answer to Amazon, earlier this month to find out more about the Chinese consumer.

SuperGroup chief operating officer Susanne Given said: “It’s a mass market approach but what is becoming clear is that brands that are doing it on their own platform, particularly at the premium end of the market, are doing very well.

“This is for us to understand a little about size, colour and preference. When we’ve digested that and other information, we’ll define our plans for China. China is a fast evolving market. We want to do it in the right way and at the right time.”

Given said that SuperGroup is “quite confident” about China as online searches of its brand were as much as 80% of that of Abercrombie & Fitch, which has had a presence in the country for five years.

SuperGroup currently trades in 41 countries and has 16 international websites.

The retailer will show at London Collections: Men in January, the first time it has shown at London Fashion Week.