SUPERDRY- ASSORTMENT STUDY

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)