PORTER'S FIVE FORCES Analysis

Low Bargaining power of suppliers

Superdry outsourced a significant portion manufacturing and supply chain operations to third-party vendors i.e., India, China, this allows Superdry has many different substitute manufacturers. Bargaining power of suppliers is not an obvious threat to Superdry.

Low Threats of substitutes

The threats of substitutes are low, it is because there are not common of brands that offer vintage style repurposed apparel, the only competitor in market is Urban Outfitters.

Mid Bargaining power of buyers

High Threat of new entrants

Superdry operates in a highly competitive industry, and its customers have many options, once the product they are not satisfied with they can switch to other brands. However, Superdry's innovation, fast-fashion model, and sustainability may mitigate buyer bargaining power.

According to a report by Thred Up, the second-hand clothing market in Europe is expanding. Consumers in Europe are increasingly interested in sustainable and environmentally friendly fashion options, which means that the second-hand clothing market has great potential.

Low Industry Rivalry

In the current market, the only competitor that offers remade clothing options is urban outfitters, if superdry can differentiate its products, it can stay competitive.