National Institute of Fashion Technology, Kannur
FASHION MERCHANDISING (Assignment-1)
ASSORTMENT STUDY (BRAND: SUPERDRY)
Submitted to: Ms Mukthy S, Asst. Prof. NIFT Kannur.
Submitted by: Brinda S(MFM/21/211) Hetvi Parekh(MFM/21/401)
TABLE OF CONTENTS
01 02 03
INTRODUCTION
33
COMPARITIVE STUDY OF SUPERDRY STORES
BRAND IDENTITY
34
RECOMMENDATIONS
35
LEARNING TAKEAWAYS
36
CONCLUSION
37
REFERENCES
38
TEAM CONTRIBUTION
6R's OF MERCHANDISING
10
PRODUCT ASSORTMENT MIX
22
COMPARATIVE STUDY DEPARTMENTS
24
SWOT ANALYSIS
25
STORE ANALYSIS
INTRODUCTION Superdry is a high-end premium fashion brand which was founded after the commencement of Cult Clothing which was launched in1985. In 2003, Julian Dunkerton and the designer James Holder, who started and developed the brand Bench, launched Superdry. Superdry’s headquarters are located in Cheltenham, United Kingdom. Initially, they launched the brand with just 5 T-shirts in their collection and as of today, the brand is known for the design and quality of T-shirts. They have over 500 stores located in 60 different countries across the globe. They have stores in the United Kingdom, The United States, Europe, and even Asia.
For a deeper understanding of the brand's merchandising and their product assortment, this study focuses on the Indian market of Superdry.
PAGE 01
BRAND'S IDENTITY The
brand
focuses
on
high-quality
products
that
fuse
vintage
Americana and Japanese-inspired graphics with a British style. They are
distinctly
characterized
by
the
top
notch
quality
fabrics,
authentic vintage washes, unique detailing, world leading handdrawn
graphics
and
tailored
fits
with
diverse
styling.
Such
distinctiveness has gained the brand exclusive appeal as well as an international celebrity following.
It's all about the clever branding that they did which resurrected from an almost non- existent fashion line to an high-end premium brand
today
that
is
being
appreciated
worldwide
by
so
many
people.
The Superdry delivery promise is one of the best in the marketplace offering great customer service and a hassle-free returns policy.
PAGE 02
QUANTITY PRICE TIME PLACE QUALITY
The six rights of merchandising are important for any business which
ensures
that
products
are
displayed
for
maximum
GNISIDNAHCREM FO S'R 6
R
MERCHANDISE
impact. For superdry, the merchandisers take great pains to focus on the basics various aspects of merchandising and that strong more
focus subtle
and or
attainment
complex
helps
strategies
them
then
necessary
develop for
the
creating
excellent customer experience.
PAGE 03
ESIDNAHCREM THGIR As choosing the right merchandise is important for any business, according to their brand identity, superdry offers a wide range of product assortment for men and women. The product assortment mix varies for different countries based on their geographic and demographical segmentation majorly.
The
product
the
assortment
for
superdry
has
been
carefully
planned
to
suit
customers of different geographical regions. Their online and offline store has menswear, womenswear, sunglasses, winter clothing, bags, watches, shoes and undergarment separately at different product section. environment for the shoppers.
to provide a clearer
PAGE 04
EMIT THGIR Superdry follow the seasonal nature where it's very important to introduce the collections or the products at the right time into the market when most needed by the customer. The two major seasons superdy follows is: Spring-Summer and Autumn-Winter. They always ensure that they get new inventories
on time whenever the collection is introduced to that specific region.
Thereby, following an orderly manner of offering the products.
PAGE 05
YTILAUQ THGIR The brand always stays inspired by the spirit of adventure and crafting premium products sustainably. which are their unique trait. For Superdry, the right quality matters the most. They stand unique among the other fashion brands creating a strong brand identity through their amazing clothes with an obsession over quality and fit. All of their products are made with their ever-obsessive attention to craftsmanship and quality.
PAGE 06
ECALP THGIR The right location of the store is extremely important as it determines the accessibility to the customers. Being a high-end fashion brand, superdry's storess are located at prime locations. They also consider the exclusivity factor as it has very few stand-alone stores in a city. For Example- Mumbai has only 4 Superdry stores. Superdry also maintains its online presence on its website and its social media pages like Instagram and are also actively present on different e-commerce platforms like Ajio and Myntra. Globally, they sell to over 100 countries worldwide and operate from 21 international websites.
PAGE 07
ECIRP THGIR The Right Price of the product is set in accordance of the manufacturing costs , supplying costs , promotional costs as well as profit. The products at Superdry are slightly on the higher end. I For example- their most sold product, Tshirts range from 1999-9999. Even at this price, these products are sold at a quick rate.
PAGE 08
YTITNAUQ THGIR Stocking the goods in the right quantity is very important for every brand. It strikes a balance between the volume of sales and the inventory. For example, currently as observed in the Superdry stores, most of the products displayed are winter apparel since it is the winter season. Since Superdry is arching a little towards making it a menswear-centric brand, it was observed that the stores displayed more than 85% of men’s wear in different sizes.
PAGE 09
From their basic assortment width which includes styles under top-wear, accessories, footwear, bottom-wear, they have also made separate sections in their online website which includes: Sports-wear section Products on seasonal discount sale for men and women. Camo cool section which has various products that are inspired from camouflage. '365 days of summer' which has the summer basics. 'Go Metallic' section which has various products inspired from metallic theme. Thereby, making the shopping experience easy for the customers and to stay relevant with the trends.
XIM TNEMTROSSA TCUDORP
Superdry assort their products in wide ranges to satisfy the needs of their target audience and also to retain their brand identity and aesthetics well.
PAGE 10
From these, they've also assorted the new season products and products that are trending to create better engagement with the customers and to increase sales.
)nem( XIM TNEMTROSSA TCUDORP
For men, they have assorted their products into: Tshirts and polos, shirts, hoodies & sweatshirts, jackets, bottomwear, bags, footwear, accessories, innerwear & sleepwear.
PAGE 11
*A detailed assortment mix excel sheet has been attached separately for reference
PAGE 12
PAGE 13
PAGE 14
PAGE 15
bottom-wear, bags, footwear, accessories, innerwear and sleepwear
)nemow( XIM TNEMTROSSA TCUDORP
For women, they have assorted their products into: top-wear, hoodies & sweatshirts, jackets, dresses,
From these, they've also assorted the new season products and products that are trending to create better
engagement
products.
with
the
customers
and
to
increase
the
chances
of
sales
of
buying
more
PAGE 16
*A detailed assortment mix excel sheet has been attached separately for reference
PAGE 17
PAGE 18
PAGE 19
PAGE 20
PAGE 21
COMPARISON BETWEEN TWO DEPARTMENTS
As seen in the diagram above, the product merchanside is dominated by menswear department. Their
bestsellers
are
their
Polo
T-shirts
and
the
regular
T-shirts
and
jackets.
Hence,
through
the
study
of
the
product
assortment, it can be said that the topwear department in menswear shows us that Superdry does a clear analysis of what styles sell more amongst their departments and thereby increasing the quantities accordingly inorder
to increase their sales.
As per the product assortment analysis, their women’s wear does have a lot more subcategories but the quantity still does not exceed menswear’s quantities.
PAGE 22
COMPARISON BETWEEN TWO DEPARTMENTS
PAGE 23
SWOT ANALYSIS STRENGTH Strong brand image Wide range of products The quality of the products is unmatchable Financially strong
WEAKNESS Lacks in terms of innovating new designs. Does not focus on consumer target completely Prices are high Low investments into customer services
THREATS Slower adaptation to market
OPPORTUNITIES The women’s wear section has
trends compared to other brands.
the potential to grow
Growth of smaller and cheaper
Can introduce kids section to make
brands in the market The trademark collection overused by superdry
this a family-centric brand. Can invest in Research and development to come up with new technology to inculcate in clothing
PAGE 24
STORE ANALYSIS Superdry has proven its versatility in providing the customers a wide range of assortment mix. According to the analysis, - 'Right Place & Merchandise',
there will be major differences in product
mix offered in
the offline stores when compared to the online store. It varies based on various
factors
behaviour
and
like their
the
geographical
ability
to
spend
location,
customer's
for
high-end
their
buying
premium
products.
Hence, as a part of this assortment study, 2 main locations had been chosen within India i.e, Chennai and Mumbai for store visit to get a general understanding of their offline product merchandise.
Each team member chose one location to visit the store individually on a same day and time on 19.11.2021. The supporting images of their merchandise were taken on that day. All the information regarding the sales,
merchandise
and
products
were
given
by
the
store's
sales
consultants and the conversations had been written and recorded for the study purpose.
PAGE 25
SUPERDRY STORE,INFINITI MALL MUMBAI
PAGE 26
NEM PAGE 27
NEMOW PAGE 28
STORE ANALYSIS- MUMBAI 85% of the total merchandise was observed to be menswear. Currently, the brand is focusing more on winterwear as seen in the visual merchandise. The most sold merchandise in Men’s wear is the round neck T-shirts and jackets. The most sold size in men’s wear is S, M, L. The average money spent on a purchase ranges from 2000-5000 per customer. The most sold merchandise in Women’s wear is T-shirts. The most sold size in women's wear wear is S, M. The visual merchandise is updated twice a week as per the given instructions. The store has observed lesser sales after COVID-19. The
total
inventory
of
the
store
is
3000
units
including
different
styles,
sizes,
merchandise, and departments. There are more than 45 different T-shirts and 12 styles in jackets, 5 different bottom wear styles in denim, and 7 colors and styles of joggers,18 styles for flip flops,12 sneakers, 12 backpacks, 2 gym bags, and a few more accessories. For women’s wear, the store mostly stock T-shirts and jackets. There are approximately 25 styles for women’s T-shirts and 10-12 jackets, 14 styles for flip flops.
PAGE 29
SUPERDRY STORE, PHOENIX MARKET CITY CHENNAI
PAGE 30
PAGE 31
STORE ANALYSIS- CHENNAI The store is observed to be very well maintained with having a clear analysis of the product assortment according to their consumer nature. Most of their pieces are menswear. They have a very limited edition of womenswear. Their winter jackets and cotton, linen shirts are the men's best sellers and the most sold size is L. They
have
a
wide
assortment
for
men
which
majorly
included
topwear
and
accessories. For women, they have a very limited edition which includes 2-3 dress styles, few tshirts, padded jackets, track pants, denim truckers, checked shirts and shorts. Also, the most sold size at Chennai for women is S/M. Their accessories assortment includes slippers, flipflops, bottles, perfumes, pouches, waist bag and average amount spent on a single purchase is 3000-6000 rs. They change their VM everyday and during the week the store had been visited, the vm was winter theme based. They receive new stocks every two weeks. They have around 1000-2000 stocks including both men and men. It varies based on what's selling more at Chennai and in a day, they have around 40-60 walk ins. The store observed lesser sales since covid. But, they have been developing well nowadays, post covid. They do around 2-3 lakhs sale per day at Chennai.
PAGE 32
STORE COMPARISON (CHENNAI AND MUMBAI) (In both the locations, the majority of the product merchandise is menswear) and most of their the stocked products are winter theme-based.
BEST SELLERS: MUMBAI- Round-neck tees and jackets. CHENNAI- Winter jackets, cotton & linen shirts.
MOST SOLD SIZE:
MUMBAI- (S,M,L- men), (S,M- women) CHENNAI- (L- men), (S,M- women)
AVERAGE PURCHASE:
MUMBAI- 2000-5000 INR CHENNAI- 3000-6000 INR
ASSORTMENT WIDTH:
STOCK INVENTORY:
MUMBAI- 45 different styles for men and 25 styles for women(approx.)
MUMBAI- 3000 units approx. CHENNAI- 2000 units approx. (men & women)
VISUAL MERCHANDIISE:
MUMBAI- Twice a week. CHENNAI- Everyday
CHENNAI- 35 different styles for men and 15 styles for women(approx.) PAGE 33
RECCOMENDATIONS
1
2
3
Superdry is a widely popular brand but somehow it doesn't reach a larger audience like its competitors. They can drive their efforts to come up with more merchandise for womenswear as well since they have very few options.
They can adopt moderate pricing. Superdry does not fall under a premium brand but somehow they have adopted the pricing strategy of such kind where the products are not accepted in terms of price by many of the consumers.
It's evident that Superdry is an ecxlusive brand as they have limited stores in a city making the products not easily accessible for many customers who would want to try the product before buying. Hence, they can open more stores creating more and effective offline presence for the brand.
PAGE 34
LEARNING TAKEAWAYS A proper planning of merchandising is very much essential for any brand to gain a sustainable differentiation in the market. Proper product assortment planning can play a key role, not only in satisfying wants, but also in influencing buyer wants and preferences and helps in targeting them in a more effective manner. This also contributes in determining the brand's dependence on a particular inventory. Seasonal trend analysis plays an important role in the merchandising mix as it helps in the understanding of the particular season to achieve a better reach in the market and amongst the customers.
PAGE 35
CONCLUSION
Superdry is an aspiring high-end brand for many people which has been focusing on the modern vibe, aesthetics, and always keeping up with the quality promise on their products. Currently, they have been trying to keep up with the trends that are changing quicker than ever. This study has helped us in understanding the brand in-depth, focusing more on the assortment mix and the positioning of the brand in the market.
PAGE 36
REFERENCES
https://www.superdry.in/ https://www.thebrandingjournal.com/2016/03/the-superdry-appeal/ https://www.ldnfashion.com/features/superdry-facts/ https://www.linkedin.com/company/superdry https://corporate.superdry.com/about-superdry/our-history/ https://nancyfriedman.typepad.com/away_with_words/2010/05/how-superdry-got-its-name.html
PAGE 37
Submitted by: Brinda S (MFM/21/211) Hetvi Parekh (MFM/21/401)
(MFM- Sem 1)
