Strategy (6)
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Prospect AnalysisSuperdry (Strategy)
During the year to end April 2021 (FY2020), Superdry sharpened its strategy to deliver on its mission to “inspire and engage style-obsessed consumers, while leaving a positive environmental legacy”.
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Prospect AnalysisEcommerce at Superdry
Online development is high on the agenda at Superdry, with the overarching aim “to make it inspiring and easy for people across the planet to buy Superdry products and deliver an amazing end-to-end experience centred on a sector-leading delivery proposition”.
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Prospect AnalysisTechnology strategy at Superdry
Superdry has earmarked a significant investment in its technology infrastructure as part of the resetting of the business. This will be delivered over a number of years, starting with the migration of its ecommerce websites to microservice technology which is reported to be on track for delivery in early 2022.
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Prospect AnalysisSupply chain at Superdry
The group has worked to establish a single visibility of stock across its business. Recent cost measures have included the reduction of its US warehouse space, which had been expanded to bring stock closer to key markets.
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Prospect AnalysisStores at Superdry
Superdry’s UK store estate is mature, particularly in London and the South East. A recent cost review across the business has seen the retailer reviewing its store portfolio.
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Prospect AnalysisCustomer and marketing at Superdry
Superdry’s brand strategy under current chief executive Julian Dunkerton is to “re-ignite the brand DNA through consumer engagement and social media”. This will entail increased investment into brand and marketing, increasing the headcount in this area and in-housing its social media activities.
