{"id":4332,"date":"2026-03-23T10:03:29","date_gmt":"2026-03-23T10:03:29","guid":{"rendered":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-2026\/?page_id=4332"},"modified":"2026-05-08T14:16:43","modified_gmt":"2026-05-08T13:16:43","slug":"fashion-project-superdry-2","status":"publish","type":"page","link":"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-superdry-2\/","title":{"rendered":"FASHION PROJECT: SUPERDRY"},"content":{"rendered":"\n<div class=\"wp-block-group has-base-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-96d81ce1 wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--small);padding-right:var(--wp--preset--spacing--small);padding-bottom:var(--wp--preset--spacing--small);padding-left:var(--wp--preset--spacing--small)\"><div style=\"display:block\">\n<!-- FlowPaper PDF flipbook plugin v.2.0.7 wordpress.org\/plugins\/flowpaper\/ -->\n<iframe title=\"FlowPaper flipbook pdf viewer\" width=\"700px\" height=\"500\" scrolling=\"no\" class=\"flowpaper-class\" frameborder=\"0\" allowFullScreen=\"true\" lightbox=\"false\" cover id src = \"https:\/\/flowpaper.com\/flipbook\/?pdf=https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/uploads\/sites\/54\/2026\/05\/Superdry.pdf?wp-hosted=1&title=&header=&theme=&singlepage=&thumbs=1&modified=260508216\" seamless=\"seamless\" style=\"margin-bottom:0;display:block;\">Your browser does not seem to support iframes. <a href=\"https:\/\/flowpaper.com\/flipbook\/?pdf=https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/uploads\/sites\/54\/2026\/05\/Superdry.pdf?wp-hosted=1\" target=\"_blank\">Click here to read this PDF<\/a>.<\/iframe>\n<div id=\"flowpaper-logo-bottom\" class=\"flowpaper-logo-bg\" style=\"background:linear-gradient(to right, rgba(0,0,0,0.65) 0%,rgba(0,0,0,0) 200px);width:100%;height:19px; padding-bottom: 1px; padding-left: 5px; padding-right: 10px; display: flex; align-items: center;z-index:9999\"><span style=\"height: 37px; padding-left: 6px;width:90%\"> <a id=\"flowpaper-link\" style=\"fill: #fff\" alt=\"FlowPaper logotype\" title=\"FlowPaper logotype\" href=\"https:\/\/flowpaper.com\" target=\"_blank\"> <img decoding=\"async\" alt=\"Publish PDF flipbooks online\" style=\"height:17px;width:auto;margin-top:11px;\" src=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/wp-content\/plugins\/flowpaper-lite-pdf-flipbook\/assets\/flowpaper-logo.png\" border=\"0\"> <\/a> <\/span><span style=\" float: right; right: 0; font-size: 10px; white-space: nowrap; opacity:0.8\"><a href=\"https:\/\/flowpaper.com\/flipbook-maker\/\" target=\"_new\" style=\"text-decoration:none;border-bottom:none;\">Created using FlowPaper Flipbook Maker &#8599;<\/a><\/span><\/div><\/div>\r\n                <script>\r\n                document.addEventListener(\"DOMContentLoaded\", function(){\r\n                    var target_element, iframe_element;\r\n                    iframe_element = document.querySelector(\"iframe.flowpaper-class\");\r\n                    target_element = document.querySelector(\"\");\r\n                    iframe_element.style.height = target_element.offsetHeight + \"px\";\r\n                });\r\n                <\/script>\r\n            \n\n\n\n<p class=\"has-text-color has-link-color wp-elements-eaf1ac9c6cc6d624efda57ce2351ca61 wp-block-paragraph\" style=\"color:#7f7f7f\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-1abcb8d3bc918622be49d3a0b20629cc\">Team Members:<\/h2>\n\n\n\n<p class=\"has-base-5-color has-text-color has-link-color wp-elements-d04645f4356809d4060fbc5d0564c10b wp-block-paragraph\"><strong>Haoyi&nbsp;Wang<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-7252befed51852d0ed91a9c3b76560ed\">Keywords<\/h2>\n\n\n\n<ul style=\"color:#7f7f7f\" class=\"wp-block-list has-text-color has-link-color wp-elements-b159b4cbeb03b1ded03003e22865bee7\">\n<li>Trend-oriented product design<\/li>\n\n\n\n<li>Digital marketing and social media<\/li>\n\n\n\n<li>Sustainability<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-base-5-color has-text-color has-link-color wp-elements-35aa165d9fdf0c3df59c9e6e2b4c74e1\">Summary<\/h2>\n\n\n\n<p class=\"has-text-color has-link-color wp-elements-29258806e83f45bb6908a9aaa7f9544c wp-block-paragraph\" style=\"color:#7f7f7f\">The British lifestyle and fashion brand&nbsp;Superdry, founded in 2003, is facing strategic challenges. Its influence among the Z-generation has declined, and brand loyalty has decreased. The fact that the repeat purchase rate has dropped from 34% to 26% is evidence of this. The brand&#8217;s iconic aesthetic style is&nbsp;out of sync&nbsp;with the current minimalist trend, putting it at a disadvantage compared to competitors who respond more quickly to trends and focus on narratives. This strategic development plan proposes to improve product development design, integrate classic brand elements with modern minimalism, and increase digital-first communication strategies. These suggestions aim to rebuild the brand&#8217;s emotional assets, reposition&nbsp;Superdry&nbsp;in a highly competitive market, and&nbsp;establish&nbsp;a sustainable differentiation advantage to&nbsp;maintain&nbsp;long-term market relevance.&nbsp;&nbsp;<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Team Members: Haoyi&nbsp;Wang Keywords Summary The British lifestyle and fashion brand&nbsp;Superdry, founded in 2003, is facing strategic challenges. Its influence among the Z-generation has declined, and brand loyalty has decreased. The fact that the repeat purchase rate has dropped from 34% to 26% is evidence of this. The brand&#8217;s iconic aesthetic style is&nbsp;out of sync&nbsp;with [&hellip;]<\/p>\n","protected":false},"author":76,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-4332","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>FASHION PROJECT: SUPERDRY - FBT Graduate Showcase 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sites.se.manchester.ac.uk\/fbt-show\/fashion-project-superdry-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FASHION PROJECT: SUPERDRY - FBT Graduate Showcase 2026\" \/>\n<meta property=\"og:description\" content=\"Team Members: Haoyi&nbsp;Wang Keywords Summary The British lifestyle and fashion brand&nbsp;Superdry, founded in 2003, is facing strategic challenges. 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