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
