Whitepaper Superdry
CE8: international marketing strategy
Student: Lisa Taphoorn
Studentnumber:500769680
Teacher: Inza Gast
Date: 13-06-21
Version: 8.0
,Table of content
Chapter 1. Introduction………………………………………………………………………………………………………………………3
1.1 Background of the company…………………………………………………………………………………………………………3
1.1.1 Mission and purpose..…………………………………………………………………………….…………………………..4
1.1.2 How…………………………………………………………………………………………………………………………………….4
1.1.3 Brand position………………………………………………………………………..…………………………………………..4
1.1.4 Our values…………………………………………………………………………………………………………………………..4
1.2 Business model canvas………………………………………………………………………………………………………..……….4
1.3 financial overview……………………………………………………………………………………………………….……….……….5
1.3.1 Retail division……………………………………………………..……………………………………………………….………5
1.3.2 Wholesale division………………………………………………………………………………………………..…………….5
Chapter 2. Analysis……………………………………………………………………………………………………………………………..6
2.1 SLEPT factors United Kingdom………………………………………………………………………………………………………6
2.1.1 Social factors……………………………………………………………………………………………………..……………….6
2.1.2 Legal factors………………………………………………………………………………………..……………………………..6
2.1.3 Economic factors………………………………………………………………………….…………………………………….6
2.1.4 Political factors……………………………………………………………………………………………………………….….6
2.1.5 Technological factors…………….……………………………………………………………………………………………7
2.2 SLEPT factors United States………………………………………………………………………………………………..………..8
2.2.1Social factors……………………………………………………………………………………………………..……………..….8
2.2.2 Legal factors………………………………………………………………………………………..……………………………..8
2.2.3 Economic factors………………………………………………………………………….…………………………………….8
2.2.4 Political factors……………………………………………………………………………………………………………….….8
2.2.5 Technological factors……………………….…………………………………………………………………………………8
2.3 SLEPT factors the Netherlands………………………………….………………………………………………………..………..9
2.3.1Social factors………………………………..…………………………………………………………………..……………..….9
2.3.2 Legal factors………………………………………………………………………………………..……………………………..9
2.3.3 Economic factors………………………………………………………………………….…………………………………….9
2.3.4 Political factors……………………………………………………………………………………………………………….….9
2.3.5 Technological factors……………………….…………………………………………………………………………………9
2.4 Conclusion SLEPT analysis………………………………………………………………………………………………………..…10
Chapter 3. Strategy…………..…………………………………………………………………………………………………………..….11
3.1 Marketing strategy…………………………..……………………………………………………………………………………..….11
3.2 Standardization……………………………………………………………………………………………………………..……………11
3.3 Market entry method…………………………………………………………………………………………………………………11
3.3.1 United Kingdom………………………………………………………………………………………………………….12
3.3.2 United States………………………………………………………………………………………………….…………..12
3.4 Product- and branding strategy………………………………………………………………………………………..………..12
Chapter 4. Implementation…………………………………………………………………………………………..………………….13
4.1 Marketing communications advertising and Instagram………………………………………………………………13
4.2 Distribution and logistics…………………………………………………………………………………………………….………13
4.3 Pricing…………………………………………………………………………………………………………………………………….….14
4.4 Technological development……………………………………………………………………………………………….……….14
Chapter 5. Conclusions…………………………………………………………………………………………………………….……….15
Bibliography……………………………………………………………………………………………………………………………………..17
2
, Chapter 1. Introduction
1.1 Background of the company
The origin of Superdry dates back to 1985. Julian Dunkerton and Ian Hibbs founded the fashion retail
chain Cult Clothing. The first cult clothing store was based in Cheltenham and led to the opening of
more stores across the U.K. most of them in university towns (Superdry report 2020, 2020).
In 2003 Julian Dunkerton and James Holder went on an inspirational trip to Japan. During this trip
they were inspired by the Japanese streetstyle, authentic vintage washings and iconic graphics. After
this Superdry was born. The style of the brand is a mixture of Japanese graphics, vintage American
sport style and British style (Superdry report 2020, 2020).
In 2004 the first Superdry collection and store launched. The first
collection consisted of five t-shirts, one of those t-shirts was the
Osaka 6, worn by David Beckman. In the following year Superdry
launched their first women collection. This collection was a mixture
between the recognizable graphics and some key fashion items
such as denim and feminine dresses. Nowadays Superdry makes
two seasonal collections for both men and women consisting of
more than a thousand different articles and with more than five
hundred different graphic logos (Superdry report 2020, 2020).
At the end of 2011 the flagship store on Regent Street, London opened its doors. The store is over
22,000 square meters and is an international showcase for the Superdry brand. In that same year
Superdry took over their franchise and distribution partner of France, Belgium, Luxembourg and the
Netherlands to speed up the European expansion (Superdry report 2020, 2020).
In 2013 and 2014 Superdry continued its European growth strategy by buying out partners in
Scandinavia, Germany and Spain. Another flagship store was opened in Munich in 2014 (Superdry
report 2020, 2020).
The ambition of becoming a global lifestyle brand grew even bigger when Superdry bought out its US
license partners in March 2015, so the brand has an exclusive right to distribute product in North
America (Superdry report 2020, 2020).
Superdry is currently working on a brand reset.
By conducting research which involved a
survey across six core markets, together with
more detailed focus groups. Superdry
identified nine consumer types throughout
two dimensions. The first dimension is
representing a changing role of fashion for
people. The second dimension is consumer
mindset which Superdry divides into 3 fashion
mindsets these are: Trendsetters, fashion
followers and mainstream. Together with the
two dimensions Superdry created nine
consumer profiles. The three different life
stages are gap year, graduate and cultured
(Superdry report 2020, 2020).
3
CE8: international marketing strategy
Student: Lisa Taphoorn
Studentnumber:500769680
Teacher: Inza Gast
Date: 13-06-21
Version: 8.0
,Table of content
Chapter 1. Introduction………………………………………………………………………………………………………………………3
1.1 Background of the company…………………………………………………………………………………………………………3
1.1.1 Mission and purpose..…………………………………………………………………………….…………………………..4
1.1.2 How…………………………………………………………………………………………………………………………………….4
1.1.3 Brand position………………………………………………………………………..…………………………………………..4
1.1.4 Our values…………………………………………………………………………………………………………………………..4
1.2 Business model canvas………………………………………………………………………………………………………..……….4
1.3 financial overview……………………………………………………………………………………………………….……….……….5
1.3.1 Retail division……………………………………………………..……………………………………………………….………5
1.3.2 Wholesale division………………………………………………………………………………………………..…………….5
Chapter 2. Analysis……………………………………………………………………………………………………………………………..6
2.1 SLEPT factors United Kingdom………………………………………………………………………………………………………6
2.1.1 Social factors……………………………………………………………………………………………………..……………….6
2.1.2 Legal factors………………………………………………………………………………………..……………………………..6
2.1.3 Economic factors………………………………………………………………………….…………………………………….6
2.1.4 Political factors……………………………………………………………………………………………………………….….6
2.1.5 Technological factors…………….……………………………………………………………………………………………7
2.2 SLEPT factors United States………………………………………………………………………………………………..………..8
2.2.1Social factors……………………………………………………………………………………………………..……………..….8
2.2.2 Legal factors………………………………………………………………………………………..……………………………..8
2.2.3 Economic factors………………………………………………………………………….…………………………………….8
2.2.4 Political factors……………………………………………………………………………………………………………….….8
2.2.5 Technological factors……………………….…………………………………………………………………………………8
2.3 SLEPT factors the Netherlands………………………………….………………………………………………………..………..9
2.3.1Social factors………………………………..…………………………………………………………………..……………..….9
2.3.2 Legal factors………………………………………………………………………………………..……………………………..9
2.3.3 Economic factors………………………………………………………………………….…………………………………….9
2.3.4 Political factors……………………………………………………………………………………………………………….….9
2.3.5 Technological factors……………………….…………………………………………………………………………………9
2.4 Conclusion SLEPT analysis………………………………………………………………………………………………………..…10
Chapter 3. Strategy…………..…………………………………………………………………………………………………………..….11
3.1 Marketing strategy…………………………..……………………………………………………………………………………..….11
3.2 Standardization……………………………………………………………………………………………………………..……………11
3.3 Market entry method…………………………………………………………………………………………………………………11
3.3.1 United Kingdom………………………………………………………………………………………………………….12
3.3.2 United States………………………………………………………………………………………………….…………..12
3.4 Product- and branding strategy………………………………………………………………………………………..………..12
Chapter 4. Implementation…………………………………………………………………………………………..………………….13
4.1 Marketing communications advertising and Instagram………………………………………………………………13
4.2 Distribution and logistics…………………………………………………………………………………………………….………13
4.3 Pricing…………………………………………………………………………………………………………………………………….….14
4.4 Technological development……………………………………………………………………………………………….……….14
Chapter 5. Conclusions…………………………………………………………………………………………………………….……….15
Bibliography……………………………………………………………………………………………………………………………………..17
2
, Chapter 1. Introduction
1.1 Background of the company
The origin of Superdry dates back to 1985. Julian Dunkerton and Ian Hibbs founded the fashion retail
chain Cult Clothing. The first cult clothing store was based in Cheltenham and led to the opening of
more stores across the U.K. most of them in university towns (Superdry report 2020, 2020).
In 2003 Julian Dunkerton and James Holder went on an inspirational trip to Japan. During this trip
they were inspired by the Japanese streetstyle, authentic vintage washings and iconic graphics. After
this Superdry was born. The style of the brand is a mixture of Japanese graphics, vintage American
sport style and British style (Superdry report 2020, 2020).
In 2004 the first Superdry collection and store launched. The first
collection consisted of five t-shirts, one of those t-shirts was the
Osaka 6, worn by David Beckman. In the following year Superdry
launched their first women collection. This collection was a mixture
between the recognizable graphics and some key fashion items
such as denim and feminine dresses. Nowadays Superdry makes
two seasonal collections for both men and women consisting of
more than a thousand different articles and with more than five
hundred different graphic logos (Superdry report 2020, 2020).
At the end of 2011 the flagship store on Regent Street, London opened its doors. The store is over
22,000 square meters and is an international showcase for the Superdry brand. In that same year
Superdry took over their franchise and distribution partner of France, Belgium, Luxembourg and the
Netherlands to speed up the European expansion (Superdry report 2020, 2020).
In 2013 and 2014 Superdry continued its European growth strategy by buying out partners in
Scandinavia, Germany and Spain. Another flagship store was opened in Munich in 2014 (Superdry
report 2020, 2020).
The ambition of becoming a global lifestyle brand grew even bigger when Superdry bought out its US
license partners in March 2015, so the brand has an exclusive right to distribute product in North
America (Superdry report 2020, 2020).
Superdry is currently working on a brand reset.
By conducting research which involved a
survey across six core markets, together with
more detailed focus groups. Superdry
identified nine consumer types throughout
two dimensions. The first dimension is
representing a changing role of fashion for
people. The second dimension is consumer
mindset which Superdry divides into 3 fashion
mindsets these are: Trendsetters, fashion
followers and mainstream. Together with the
two dimensions Superdry created nine
consumer profiles. The three different life
stages are gap year, graduate and cultured
(Superdry report 2020, 2020).
3
