With 512 branded locations, operating across 46 countries, Superdry is an innovative British premium lifestyle brand with global appeal that represents the attitude, not age. The brand is all about being bold, innovative, maverick, and creative. They are driven by a desire to be world class in everything they do and constantly strive to be better. With 29 exclusive brand outlets in India and presence over 60 stores across the country, the brand is all set to launch the fresh wave of fashion and comfort in 2019 with Superdry Sport. Manu Sharma, Business Head, Superdry gives us insight into the brand that was launched in 2003 and focuses on three pillars of lifestyle- music, sports, and style.
Target audience
Even though our target age group is between 25-40 years in India, we do not define our customers by an age but an attitude. They are bonded by a desire to feel proud and individual in the clothes they wear.
Superdry consumer
We have a broad demographic appeal and it is difficult to define the customers, For us, every customer is unique with a stylish attitude. In simple words, it’s a lifestyle brand that resonates globally.
USP of Superdry and marketing strategy for Superdry Sport
Superdry fuses design influences from Japanese graphics and vintage Americana with the values of British tailoring onto unique urban clothing with incredible branding and an unrivalled level of detail. Out marketing strategy for Superdry Sport is to bring innovative sportswear to those who crave individuality and are not afraid to stand out. Superdry Sport is a collection created for the non-conformists and to those who believe you should play the way you want, not the way you’re told.
SuperDry’s expansion strategy
After being in a comfortable position in the mainline, Superdry collection with over 515 stores worldwide, Sportswear will be a ‘key area of focus’ for Superdry. Going forward, since the launch of sports collection in the UK in 2016, the response had been exceptionally well. Superdry India for the very first time has announced plans to launch a chain of sportswear stores across India as part of the plans to take advantage of the lucrative fitness market that’s taken India by storm becoming the hottest fashion trend of the decade. Superdry will debut its first standalone Superdry Sports store in Delhi at DLF Promenade on January 2019.
Brand positioning
The brand positioning and marketing strategy differ slightly from country to country, but the overall positioning and identity of the brand remain the same. While Superdry is known to have a very broad appeal and doesn’t define its audience directly due to its wide persona of buyers; in the western market, the brand tends to cater to a younger audience ranging from the age group of 16- 28. While in India, we broadly cater to a much mature audience of 25-40. Marketing campaigns targeting school and college goers in the west might work due to the younger customer base, the same marketing campaign doesn’t necessarily work in India.
Difference between Asian and Global market
The idea of shopping as an enjoyable affair than a chore is much stronger among Asian consumers than Brits or Americans. Asian consumers are very brand conscious. Superdry, being bold and loud with its branding makes it even more popular and easily recognizable which is exactly what the customers are looking for.
Future file
Superdry Sport is already present across stores all over the world. In India, we have a section dedicated to sport at all stores. However, with the growing trend of athleisure, it is time to give Superdry Sport the spotlight. Thus, we will be opening Superdry Sport standalone stores across India, and the first one is all set to open in early 2019. Maintaining the strong branding that remains an integral part of the Superdry DNA, it will have the added bonus of modern contemporary designs focusing on technology, lighting, and clean cut finish.
The post Success Saga of Superdry appeared first on TMM.