SUPERDRY case study: The marketing strategy behind one of the top UK clothing retailers
SUPERDRY is a renowned clothing company based in the United Kingdom and was established in 1985. The company offers casual clothing inspired by classic American styles and Japanese graphic design fused in a uniquely British way. Popular with celebrities including Idris Elba and David Beckham, SUPERDRY is a fast-growing brand offering a distinctive look. The company has grown significantly in the past decade, from £237 million in 2011 to £610 million in 2022, reaching a high of £872 million in 2018. To continually expand, the company takes advantage of its omnichannel retail strategy. In this piece, we will learn how the Superdry marketing strategy works.
The Marketing Strategies SUPERDRY Used to Grow
SUPERDRY got a boost when David Beckham sported their clothes in a world-famous footballer’s calendar. While celebrity exposure helped improve the brand’s credibility, SUPERDRY also used clever marketing strategies to grow the brand throughout the 2010s.
Their marketing strategy shows the importance of knowing your audience and using its preferences to focus marketing efforts. Feel free to imitate these key strategies.
Key Strategy #1: The Omnichannel Adaptation
As part of the marketing strategy of the SUPERDRY company, executives took action when they noticed in-store sales were starting to slump. To help boost sales, SUPERDRY knew it needed to take an omnichannel approach, which fueled its investments in technology. They partnered with the online shopping app Fynd to offer a seamless experience to customers who wanted to buy something online and pick it up in the store.
In-store sales clerks had the app on their phones, allowing them to look up a customer’s order to ensure it was correct. This part of the SUPERDRY marketing strategy also came in handy when the COVID-19 pandemic made it necessary for all stores to offer contactless payment options. Using this approach helped the company improve its sales by about five percent.
Key Strategy #2: The Mobile-First Approach
Since its inception in 2007, the smartphone has changed how people search for fashion retailers online. Mobile internet users made up over half of the internet traffic in 2022, and the trend is likely to continue. A SUPERDRY marketing analysis wouldn’t be complete without discussing the company’s mobile-first approach.
As part of its eCommerce strategy, SUPERDRY uses videos to appeal to customers on mobile devices with social media links customers can use to shop the looks. SUPERDRY also improved its logistics, including setting up local warehouses and distribution centers in Australia and other countries to speed up global delivery times.
Key Marketing Strategy #3: Becoming the #1 Sustainable Style Destination
With the rise of fashion influencers, “unboxing” videos, and fast fashion in general, the industry has become known for its harmful footprint on the environment, and customers are pushing back. As of 2022, the ethical fashion market is worth $7.7 billion, and we anticipate it will continue to grow. To appeal to younger and more eco-conscious consumers, SUPERDRY made efforts to improve its manufacturing and distribution processes, aiming to become the #1 destination for sustainable style.
The SUPERDRY website highlights its commitment to sustainability, which allows customers to hold the company accountable. To promote its commitment, SUPERDRY teamed with young women advocates, including Jasmine Jobson and Saffron Hocking, to promote its eco-friendly lines, prompting a conversation with customers about responsible shopping.
Key Marketing Strategy #4: Social-First Brand Marketing
An essential part of the SUPERDRY social media marketing strategy is pushing its message out to followers using multiple platforms. The company has amassed a following of over 750,000 on Instagram and regularly engages its audience through a YouTube channel called SuperdryTV.
Its social media presence is consistent. Posts on the company’s Instagram grid are simple and styled in a way that users can focus on the clothes without many distractions. Any SUPERDRY market segmentation strategy case study will highlight its immense presence on social media.
The SUPERDRY content marketing strategy employs a social-first approach to attract new, younger customers. The company launched its TikTok profile in 2021 and has since grown its following to over 270,000. It’s also popular with influencers and partners, with a pool of over 2,300.
Instead of creating a generic marketing strategy, SUPERDRY opts for targeted campaigns that use seasonal keywords and specific targets. With this strategy, the company has managed to double its return on investment in advertising spending.
Key Marketing Strategy #5: Delivering Exceptional User Experiences
The SUPERDRY global marketing strategy involves appealing to international customers by offering them a consistent and exceptional shopping experience. Its website is visually appealing and easy to navigate to capture a customer’s attention. In addition to local distribution centers in multiple countries, customers can expect their items to arrive quickly.
SUPERDRY’s market entry strategy involves partnering with known personalities across the globe. Influencers serve as a lead part of the SUPERDRY marketing strategy, helping to enhance the user experience. Subsequently, customers can shop entire outfits and carts curated by social media influencers.