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.

In 1985, businessman Julian Dunkerton and a former business partner founded cult clothing and gained popularity with university students. Nearly two decades later, Dunkerton teamed up with James Holder, who was running a famous skatewear brand, to create SUPERDRY.?

The duo introduced the new brand by carrying clothing in Cult Clothing stores. They opened the first SUPERDRY store in Covent Garden in London in 2004. By 2010, SUPERDRY had introduced a new partner, Theo Karpathios, who ushered in a new period of growth, spurred by the company’s emerging popularity. In 2007, the brand gained global visibility, with David Beckham wearing one of its jackets.

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