An Analysis of Superdry’ Working Environments and the Future Prospects for the Company

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An Analysis of
Superdry’ Working Environments and the Future Prospects for the Company

Executive Summary
This report discussess the working environment of Superdry and then offers an analysis of the future prospective for the company. Firstly introduce the background of Superdry include establishment, products, performance and so on. Then Porter’s five forces framework is applied to analyse the competitive environment which are suppliers, customers, competitors and so on. Next Porter’s PESTEL analysis is used to discuss the external environments which Superdry operates in. It focuses on the key factors which can greatly influence the company. Finally, explore the why Superdry can get a great success as well as the future developing prospects and end with a conclusion to summarize the ideas.

Table of Contents
1. Introduction P1 2. Background P1 3. Porter’s five forces analysis P3 3.1Threat of new entrants P3 3.2Bargaining Power of Suppliers P4 3.3Bargaining Power of Buyers P5 3.4Threat of Substitute Products P5 3.5Intensity of Rivalry among Competitor P6 4. PESTEL Analysis P6 4.1 Economic factors P6 4.2 Socio-cultural factors P7 5. Analysis of the future prospects P8 5.1 Strategy P8 5.2 Current issue P10 6. Conclusion P10

7. References P12

An Analysis of Superdry’s Working Environment and
the Future Prospects for the Company
1. Introduction
Superdry is a well-known British clothing brand which is recognizing all over the world. It is enjoyed by young ages in all UK and it has the more popular tendency recently. Nowadays, Superdry has already got an international praise, being sold in about 85 countries and has enjoyed celebrity-generated propaganda from the likes of David Beckham, Zac Efron and Helena Christensen and so on. Clothing is an important consumption in a family. The average spends on clothing of England is about 6% in 2008 and this number it is quite larger than American, French and Chinese. This report aims to critically analyses the key factors of competitive environment and general environment as well as the warehouse problem of Superdry to points out some recommendations of marketing strategy as references for future needs. 2. Background

The SuperGroup gets the start with the founding of Cult Clothing in 1985, founded by Julian Dunkerton and a former business partner. In 2003, Julian collaborated with designer James Holder, Superdry was born. In 2004, Superdry successful introduce into Cult Clothing stores, branded as Superdry and devoted to selling Superdry products was launched. In March 2010, Superdry set about a successful flotation on the London Stock Exchange to launch their stock. From February 2011, SuperGroup published the acquisition of its France and Benelux franchise and distribution partner, CNC Collections BVBA (SuperGroup Europe BVBA). Nowadays, Superdry has a lot of branches all over the world, and cover 91 countries across Europe, Asia, Australia and the Americas. In addition, Superdry has developed a Superdry concession model in House of Fraser's department stores. At present, except Superdry, SuperGroup’s has own other brands, 77Breed and SurfCo California, there is also the Superdry brand now dominates the Group’s retail sale (, 2011). Superdry is enlightened by a trip to Tokyo in 2003, and it fuses design influences from...
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