Student projects go live on Tuesday 12th May — explore what’s coming and register now to be first in line.

Team Members:

Chenyu Liu
Hangi Ke
Juntao Luo
Lingxin Wang
Yixuan Zhao

Keywords

• Brand Repositioning
• Sustainability
• Digital Transformation

Summary

Superdry is redefining its path forward through a strategic repositioning that blends heritage streetwear with contemporary consumer expectations. Once known for its bold British-Japanese aesthetic, the brand now faces growing pressure in the mid-market as competition intensifies and consumer tastes shift toward minimal, sustainable, and digitally connected fashion. To regain relevance, this project proposes a market-penetration strategy focused on strengthening core products, improving digital engagement, and reconnecting with younger consumers. Central to the strategy is the development of a Gen Z-oriented sub-brand featuring trend-driven, sustainable casualwear. Supported by omnichannel retail, Al-driven personalization, and social media marketing, Superdry aims to rebuild loyalty, sharpen brand identity, and achieve long-term growth.