Is Superdry a British company?

Superdry plc is a UK branded clothing company, and owner of the Superdry label. Superdry products combine vintage Americana styling with Japanese inspired graphics. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index (at 1190.00 per share as of 6/09/18).

Is Superdry on the wane?

Regardless of who was responsible for that particular decision, Superdry’s brand was on the wane, according to fashion retail analyst Kate Hardcastle. Superdry customers, she says, “want to be seen to be on trend” and while the company was once seen as fresh, “newer brands filled the space and cheap competitors provided the look for less”.

Is Superdry’s brand fatigue setting in?

As is usually the case with brands that solely rely on brand identity, Superdry has reached a plateau, in terms of its “über-cool” appeal. With brand fatigue setting in, SuperGroup badly needed to infuse some pizzazz into the flailing brand.

What went wrong at supersuperdry?

Superdry’s styles have been at the heart of Mr Dunkerton’s battle with the board. The firm says he oversaw the Autumn/Winter 2018 range, which subsequently flopped. But Mr Dunkerton claims he was cut out of the design process, and never signed off on the collection.