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.

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.

MERCHANDISER QUANTITY PRICE TIME PLACE QUALITY

The six rights of merchandising are important for any business which ensures that products are displayed for maximum impact. For superdry, the merchandisers take great pains to focus on the basics various aspects of merchandising and that strong focus and attainment helps them then develop the more subtle or complex strategies necessary for creating excellent customer experience.

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 assortment for superdry has been carefully planned to suit the 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. to provide a clearer environment for the shoppers.

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.

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.

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.

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.

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.