SuperGroup - Verdict Company Briefing

SuperGroup - Verdict Company Briefing - new company profile report published
2013-01-09 22:21:32 - SuperGroup - Verdict Company Briefing - a new company profile report on

SuperGroup is in a relatively enviable position compared to its peers, due to the popularity of the Superdry brand and consistently strong sales. However, the brand is at risk of over-exposure, and certain questions have been raised over the company´s operations. This Verdict briefing looks at some of the issues affecting SuperGroup, and makes suggestions as to how the company



can overcome them.

Report Scope

- Benchmark SuperGroup´s performance in clothing by using Verdict´s proprietary sales data and 2013 market share forecasts.
- Consider your own international expansion strategy by building awareness of SuperGroup´s international plans and opportunities for new market entries.
- Justify and inform development of physical space strategies and store concepts by uncovering SuperGroup´s activity in this area.

Key Highlights

International expansion has proved extremely profitable for the company and will continue to provide a steady revenue stream for the company while the UK market remains subdued. The company needs to ensure its brand maintains equity and look for other avenues to expand, such as childrenswear, as growth in its core clothing market becomes tougher.

The company has worked towards protecting margins from further pressure by shying away from heavy discounting, even at key sale periods. While this has resulted in fewer sales during these times, with shoppers turning to SuperGroup´s competitors to take advantage of their lower prices, this approach helps protect and foster trust in the brand.

In July 2012, SuperGroup announced plans to rebrand its entire estate of Cult stores as Superdry, due to the increasing strength of the brand. The company intends to have all 20 stores rebranded by the start of the Christmas 2012 trading period. This streamlining will better focus the company´s efforts.

Reasons to Buy

- How has SuperGroup performed financially over the last five years? What is Verdict´s UK clothing market share forecast for 2013?
- How have SuperGroup´s clothing sales and densities developed and how does Verdict see this changing?
- What should SuperGroup do to branch out and broaden its appeal? What can it do to keep the brand fresh and relevant?
- How should SuperGroup be utilising the online channel? How would click & collect benefit its business performance and loyalty of shoppers?

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