Positioning map

Figure 10:Positioning map (Author’s own,2022)

The positioning map above placed Superdry in the middle in terms of price and fashion. While Urban Outfitters is leading the fashion category on the map. Urban Outfitters is the only brand offering the option of remade clothing in-store. This presents key opportunities for Superdry by increasing sustainability options and making it more trend-focused.

A Pestel analysis is essential for developing effective marketing strategies based on changing macro-environments. The highlighted part shows the importance of sustainability, which reflects the range of this report.

A SWOT analysis can help to demonstrate a business strategy to identify the retailer’s internal capabilities and external environmental factors. The biggest strength of Superdry is the power of the brand which has a history and loyal customer base, and quality which is unchanged. As for a weakness, not being trend-focused is the main concern.