Superdry’s Dunkerton: Product and sustainability will see us through

Superdry is focusing on product, design and sustainability

Despite the hit to sales suffered by fashion retailers amid the coronavirus pandemic, Superdry chief executive Julian Dunkerton is positive that, barring absolute disaster, the retailer’s design overhaul and new strategy will set it up for long-term success.

For Dunkerton, the founder who returned to the helm of Superdry in October last year, and immediately set about a “reset”, the Covid-19 outbreak has made his task even harder.

But together with creative director Phil Dickinson, Dunkerton has overseen a new autumn/winter 2020 range as he seeks to return Superdry to a product-led strategy – and that, he insists, will ultimately see the business right.

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