JO-HSUAN (VIVIAN) LU

EXECUTIVE SUMMARY

Superdry is a retail clothing company that offers a variety of urban street fashion goods, including menswear, womenswear, accessories, footwear, and beauty, founded in the UK and owned by SuperGroup plc. The business, inspired by a trip to Tokyo, started with menswear in 2003. With the success of Superdry menswear, the company launched womenswear to expand the empire of the urban street fashion to a wide range of customers in 2009. Recently, Superdry collaborates with Timothy everest to create another line for formal suits wear. 

OBJECTIVES

The objective for the Superdry project is to be a fore-leader in the US urban street fashion retail market. Current awareness of the company is limited to its lack of promotion and marketing activities. In addition, the vague brand image confuses customers what Superdry truly is. Therefore, to reinforce the market in the United States of America, our team emphasizes this project on the following. 

We re-image Superdry though advertisement, personal selling, direct marketing, digital marketing, social media, special event, and sales promotion, so it can reach a dramatically larger customer population. 

To enhance the identity of Superdry, we refocus Superdry’s origins of British design and Japanese spirit on the entire promotion strategies. 

We build the connection between British design and Japanese spirit of Superdry.  

The implementation of these promotion mix strategies will enable Superdry to realize the publicity of the right brand image and the substantial sales growth. Our team emphasize on womenswear due to the immature of female Superdry category.