Superdry final vm

Superdry

Submitted by: Tanay sharma Kundan kumar Fashion Communication Dept.

Semester V NIFT Mumbai

Superdry INDEX CASE STUDY

ACKNOWLEDGMENT We take privilege to express our immense gratitude to Superdry for providing us this opportunity and excellent facilities foR completion of the project. We would also like to extend our gratitude to Visual Merchandiser, Store Manager for their help and support.

Also to convey my sincere thanks to Mrs. Sushma Saitwal, Associate professor, NIFT for giving guidance, motivation and support to conduct the survey.

CUSTOMER EXPERIENCE DESIGNER POINT'S OF VIEW THE STORE DESIGN

Superdry

CASE STUDY

Superdry BRAND INTRODUCTION Superdry is a UK based brand which was founded in Cheltenham, England, in 2003 by Julian Dunkerton and James Holder. The brand was originated from Cult Clothing co which was established by Ian Hibbs and Julian Dunkerton in 1985. The brand is famous for its unique identity by combining vintage American style with Japanese graphics print with using some bright colors. The brand has introduced its ďŹ rst store in 2004 and now its stores are more than 100 countries worldwide. Superdry the brand brought to India by Reliance at Mumbai having six retail stores.

MERCHANDISE The brand is basically known for its American style clothing with having Japanese graphics on it, they sell tees, hoods, jackets, pants accessories and etc, with having graphic prints on it. It has also collection for women's clothing. The color of the cloths and the prints are vintage and yet bright.

Superdry TARGET CUSTOMER As the brand deal with vintage and sporty with American style and graphics print, so its target customers are basically the youth of having age group of 18 to 25 year.

BRAND WINDOW DISPLAY As VM plays a vital role to grow the sale of a brand, Superdry know it's important very well so they changed their window display at every week usually on Monday's.

They create very vintage and attractive kind of display using their merchandise in dierent way to show their brand identity what they are stand for. The color and the light they use are of dark shade and vintage kind of light. Their window display is not very fancy but also not minimal. They have the mannequins dressed in multilayer clothing.

They try and show all the products and apparel they have in the store in the window display. They use like crates and cages to display the apparel in the display.

Superdry LOCATION Our location: Phoenix Marketcity.

L.B.S. Marg, Kurla West, Opp Naaz Hotel, Mumbai.

Other Locations in Mumbai ¡ Palladium ¡ R-city The store is located in only malls which have brands which are luxurious. The store is located in a little interior of the mall.

BRANDING AND ADVERTISING As it's a youth based brand, brand does not have a brand ambassador.

They also do not pursue any celebrity endorsement. A leather jacket worn b the football player David Beckham was sold for a big amount during 2007 and that turned out to be their bestseller.

They also don't advertise. The least the brand does is advertised in the newspaper (during the sale).

Superdry LOGO Superdry does not have a particular logo. But you find their brand name written on the apparel.

WEBSITE AND E-COMMERCE They do have their own website. www.superdry.com Other than their own site, the other sites that include superdry apparel are· Amazon · Jabong · Myntra · Flipkart · Aliexpress · Ebay ·Snapdeal

LAYOUT OF THE STORE They haven't spent a lot on the look and layout of the store.

They have a lot of apparel and merchandise still the store does not look cramped up. All the corners are very wisely used.

The store is kept really clean. The male and female section is not very clear.

Superdry

CIRCULATION OF PRODUCTS The brand changes its collection on the basis of the new trends that become youth friendly.

Also, it's display depends on the Summer/Spring and Autumn/Winter collections.

As the season changes, the brand brings in a collection that suits the on going trend.

PRICE RANGE Superdry, being a brand that focuses on high quality products that fuse vintage American and Japanese inspired graphics with a British style is an expensive brand.

They are characterized by quality fabric, authentic vintage washes, unique detailing, tailored ďŹ ts with diverse styling.

A basic t-shirt starts with a price range of rupees 1300/- and increases with the fabric and intricity of the product.

Superdry CATEGORIES Superdry had initially started with only t-shirts and tracks for men. After a good response they moved to merchandising and women apparel too.

There is almost nothing that superdry does not produce today. · T-shirts · Tracks · Hoodies · Jackets · Jeans · Bags · Caps · Shirts · Sunglasses · Belts · shoes & slippers

RACKS AND DISPLAY The store has a very rustic effect and it definitely goes with the apparel and merchandise they have. They displayed the clothing mostly on the hangers and other add on like bags ,hoodies and shoes were placed on racks. They had a very unique kind of display. Their mannequins were not like the usual they were of wire.

They focused on everything wooden.

Superdry CUSTOMER EXPERIENCE As a customer the thing which first attract me and grab my attention is the window display of their store, we walked as a customer to their store seeing their display which was something unique and pottered in different style, the mannequins they have used for the display was made of wire.

The ambiance of the store was vintage kind the lights and there were the exposed brick walls which was creating a different looks with respect to the different brand. The customer service was very good, the sales people were very informatics and interactive with customers, even the manager of the store was involved with the customer for the selling of the products. There was a soft and soothing music which was there to match the overall ambience of the store which keeps us involving to roam around the store and look for different merchandise while enjoying it. The offer they have at that time was also attractive which tends the mind of customer to search for more products.

The aroma of the store was also creating a essence to hold the customer and roam around the shop to look for more merchandise.

SUGGESTIONS The segregation between the men's apparel and women's apparel should be more prominent. The clothing of the men and women section was not distinguished. Bags were kept on random places. They didn't have a separate rack.

There were very minimal amount of staff to attend customers. The store does not give you walk way. One just might miss out on something.

Superdry LIGHTING OF THE STORE – ·The lights of the store were unique and different they are hanging from the top of the ceiling, and the outer structure were made from the wire which was rusted and creating a gothic look with yellow light inside it. ·They have also used spot light as their service light to highlight their merchandise.

Placement of Merchandise: · There was a pipe kind of structure which was attached from the wall to hang the merchandise which was made up of metal and were silver in color. · A square kind of structure was there which was made up of wire and giving the look and feel of rusted wire were attached with the wall with front side open to keep the merchandise inside it. · Stands and Racks were there which was made up of wood and some of them were made up of wire to keep their accessories and footwear.

Superdry CONCLUSION Superdry is a comfortable clothing brand. All their products are sporty and youth based. Their selling point is that they produce very comfortable yet trendy clothing. Also that you will not have to leave the store for other accessories they almost produce everything. The store name is written in bold red lights and the whole of the store is subtle. So it's very welcoming.

Customers tend to go in the store. With exciting global expansion planned with bold collections pushing the brand forward each season, Superdry's status as one of the world's most aspiration and innovative lifestyle brands will continue to soar.

Superdry DESIGNER POINT'S OF VIEW

About The Merchandise: · The target consumer of the brand is youth so the merchandise of the brand is stylish as well as trendy. · They have their own style which they follow the garments are of American style and with Japanese graphic prints which they use. · They follow the vintage theme so the colors of the garments are not so bright but yet elegant. · The minimum price ranges for the merchandise were starting from 1300 – 1400 rs. · They have a wide range collection of men's and women's wear. · They have also a good collection of trending footwear and accessories. · The quality of the product which they have is good and durable.

Superdry

About The Window Display · As the window display plays a vital role to increase the sales of merchandise , the brand Superdry understand the value of that, so they change their window display once in a every week mostly starting day of the week on Monday. · They have a closed back window display with the wooden wall which creates a vintage look as per their theme. · In their window display they have displayed the merchandise are displayed on fixtures, hanged with wall and some are kept on mannequin which are made by them. · They have used a different kind of mannequin on their display, they are made up of iron wire which gives a rusted look and length of all mannequins is till waist. · The light inside the display they have used are in a dark tone which is focusing on merchandise which goes well with their theme. The lights were fixed inside the display from the top and from the ground level which is enhancing the overall look of the display.

Superdry About The Fixtures: · The kind of fixtures which they have used is made of iron wire, wood and metals to match with the theme and the identity of brand. · They have used metal rods to hang the garments in such a way they looks like a pipe which is fixed on wall. · For wall fixture they have also used wooden frame which is fixed on the wall and inside it they have used the rode to hang the garments. · For footwear and accessories they have used three kind of fixture one is made up of iron wire in form of net in a rectangular shape which is fixed with wall and second one is made up of wood which is kept inside the store and third one made up of iron wire and rode which was specially used for displaying the shoes & slippers. · Wooden tables were there on which the mannequin were displayed along with the garments.

Superdry About The Lighting: · They have used spot light inside their store as their service light to highlight the merchandise of the store. · For decorative purpose they have used vintage kind of light which were hanged from the top of the roof, which was there as there secondary light to enhance the interior look of and feel of the store. · They have also used the light on their wall fixtures, the light were attached with the fixture to highlight the garments to make them appear their real color so that can give nice visual experience to the customer.

Superdry

THE STORE

Superdry SIZES

Store 20’ by 30’

Window 14’ X 2’

Superdry BASIC LAYOUT

ENTRANCE

BASIC LAYOUT

STORE

PILLAR

WINDOW DISPLAY

20 FEET

TRIAL ROOM

TRIAL ROOM

PILLAR

PILLAR

30 FEET

= 1 sq. feet

Superdry CONE OF VISION

ENTRANCE

CONE OF VISION

20 FEET

STORE

30 FEET

4-5 feet

Above 5 feet

= 1 sq. feet

Superdry CIRCULATION

ENTRANCE

CIRCULATION

WINDOW DISPLAY

20 FEET

STORE

30 FEET

MENS FOOTPRINTS

WOMENS FOOTPRINTS

= 1 sq. feet

Superdry ZONES ZONES

WINDOW DISPLAY

20 FEET

STORE

30 FEET

MENS SECTION

WOMENS SECTION

UNISEX SECTION

= 1 sq. feet

Superdry FIXTURES

ENTRANCE

FIXTURES

STORE

TRIAL ROOM

FEATURE MANNEQUINS

CASH COUNTER

FE

AT U

RE

FI

WINDOW DISPLAY

XT

UR

E

20 FEET

TRIAL ROOM

RACK PLATFORM

E E R R U TU AT IX FE L F AL W

FOUR WAY FACE OUT WALL FIXTURE

30 FEET ROUND RACK HANGER

FEATURE WATERFALL HANGERS

FEATURE FIXTURES

WALL FIXTURES

RACK PLATFORM

= 1 sq. feet

Superdry MERCHANDISE PRESENTATION

ENTRANCE

MERCHANDISE PRESENTATION

STORE

TRIAL ROOM

WINDOW DISPLAY

20 FEET

PILLAR

TRIAL ROOM

MANNEQUINS

CASH COUNTER

30 FEET HUNG

HUNG & STACKED

DISPLAY UNITS

= 1 sq. feet

Superdry GRAPHICS & SIGNAGES

ENTRANCE

GRAPHICS & SIGNAGES

STORE

WINDOW DISPLAY

20 FEET

TRIAL ROOM

TRIAL ROOM

CASH COUNTER

30 FEET PROMOTIONAL GRAPHICS

INFORMATIONAL SIGNAGES

= 1 sq. feet

Superdry LIGHTING PLAN

ENTRANCE

LIGHTING PLAN

WINDOW DISPLAY

20 FEET

TRIAL ROOM

TRIAL ROOM

STORE

30 FEET

SPOT LIGHT

FLOOD LIGHT

DISPLAY LIGHT

FEATURE LIGHTS

= 1 sq. feet

Superdry

DESIGN BACKDROPS Create Your Own Style

POSTERS

Create Your Own Style

Create Your Own Style

Create Your Own Style

SIGNAGES BE YOUR

OWN STYLIST

Create Your Own Style

Purchase.

Style yourself.

Take a Picture.

Upload and Tag. Win prizes. #SUPERstylist

#SUPERstylist

Superdry

80 MM

230 MM

PACKAGING

36 MM

102 MM

180 MM

102 MM

180 MM

E IT

Superdry