Superdry Group Report
Superdry Group Report
Superdry is a clothing company inspired by a trip to Tokyo in 2003. They aim to create clothing that incorporates 3 cultures: Japanese, American and British. They manage to do so by merging together British tailoring with Americana design, with subtle hints of Japanese characters. As a result, Superdry is a unique clothing brand with an exceptional amount of detail, leading to it being a very popular brand for those 16-35. Another aspect that has made the brand so popular is the fact that many celebrities have been pictured wearing the brand. The most famous of these is probably David Beckham who was snapped wearing their “Brad” leather jacket, which then went on to sell 77,000 in just 2 years. This report aims to look at Superdry as a whole, in four parts, and then finishing with a conclusion. The whole report will relate to the Boddy framework to highlight and analyse some of the current problems facing the company. Each section will aim to be around 500 words (Introduction, Part A, B, C + D, and the Conclusion), taking the report to a total of 3000 words. Part A of the report will include a brief background of the business, location of the business, the products of the companies and what markets it operates in. It will also look at the company’s distinctive features and will analyse its performance. Part B will then use the Boddy framework to analyse the key forces in the competitive environment, looking mainly at suppliers, competitors, distributors and customers. Continuing on from B, Part C will analyse the key forces in the general environment of the Boddy framework that have an influence on the business. Based on the assessment of Part B+C, Part D will then analyse the future prospects of the company. The conclusion will then look at the main findings of Part A-D, and summarise the main points of interest.
Part A
SuperGroup, Superdry’s parent company, was founded in 1985 when Julian Dunkerton and a former business partner set up
Superdry is a clothing company inspired by a trip to Tokyo in 2003. They aim to create clothing that incorporates 3 cultures: Japanese, American and British. They manage to do so by merging together British tailoring with Americana design, with subtle hints of Japanese characters. As a result, Superdry is a unique clothing brand with an exceptional amount of detail, leading to it being a very popular brand for those 16-35. Another aspect that has made the brand so popular is the fact that many celebrities have been pictured wearing the brand. The most famous of these is probably David Beckham who was snapped wearing their “Brad” leather jacket, which then went on to sell 77,000 in just 2 years. This report aims to look at Superdry as a whole, in four parts, and then finishing with a conclusion. The whole report will relate to the Boddy framework to highlight and analyse some of the current problems facing the company. Each section will aim to be around 500 words (Introduction, Part A, B, C + D, and the Conclusion), taking the report to a total of 3000 words. Part A of the report will include a brief background of the business, location of the business, the products of the companies and what markets it operates in. It will also look at the company’s distinctive features and will analyse its performance. Part B will then use the Boddy framework to analyse the key forces in the competitive environment, looking mainly at suppliers, competitors, distributors and customers. Continuing on from B, Part C will analyse the key forces in the general environment of the Boddy framework that have an influence on the business. Based on the assessment of Part B+C, Part D will then analyse the future prospects of the company. The conclusion will then look at the main findings of Part A-D, and summarise the main points of interest.
Part A
SuperGroup, Superdry’s parent company, was founded in 1985 when Julian Dunkerton and a former business partner set up