Move of the Week: Can Dickinson just do it for Superdry?

Phil Dickinson has spent much of his career to date as a Nike executive where, among other achievements, he prepared the Umbro brand for sale to the Iconix Brand Group for $225m and set the creative direction for the brand’s $6bn global sportswear category.

Following five years running his own design agency, Dickinson has been appointed Superdry’s new creative director tasked with spearheading the retailer’s product design and the wider creative direction of the brand.

On paper, a distinctive brand like Superdry appears a good fit for Dickinson. He studied for a degree in fashion and textiles at St Martin’s School of Art in London and has worked with a diverse range of clients including Soho House, Adidas and Rapha since setting up his Some Ideas agency in 2013.

Dickinson can bring some stability to Superdry’s product function, which has been in a state of flux of late

Dickinson will bring strong knowledge of the US and Chinese markets – core territories for Superdry as it seeks to become a global digital brand. Last year, Some Ideas was tasked with developing a new concept for the young fashion market in China, a country where Superdry Plc signed a 10-year joint venture agreement with Chinese retailer Trendy International Group in 2015.

Superdry chief executive Euan Sutherland will be hoping Dickinson can bring some stability to Superdry’s product function, which has been in a state of flux of late.

After co-founder Julian Dunkerton stepped down from his role as product and brand director in April, former Tommy Hilfiger executive Brigitte Danielmeyer was appointed as chief product officer. But Superdry announced earlier this month that Danielmeyer will leave the business for personal reasons, just four months after she joined the team.

Having suffered a blip in performance in 2018, culminating in a profit warning in December, Superdry will be hoping sportswear king Dickinson can get the brand back on the path to victory.