We all know fashion runs in cycles. That trendy silk coat top you saw on Kendall Jenner, is the same design from the early 2000s, which quickly went out of fashion in the mids 2010s. this is no surprise, due to the fast digitalization of consumerism in fashion trends because of social media, the wheel is only turning faster.
According to Lithium Magazine, Tiktok’s aggressive algorithm has made it almost impossible to keep up with trends as things can easily be out of style the next week. It’s important for brands to keep up with this to survive. Hypebeast fashion, popularized by James Jebba, and Shawn Stussy, can be seen on worldwide sensations Billie Eillish, has evolved into something bigger. The turning point was in 2017, when luxury brand Louis Vuitton collaborated with streetstyle-wears Supreme. Now, with Rick Owens, jumping onto the trend, its created a crossroads between luxury avant garde and street style. Streetwear enthusiasts are integratingluxurious, eclectic styles into their outfits. The intersection of the two, is proof how fashion is constantly evolving. But what does Superdry have to do with this?
Superdry’s revenue has improved from (24.9)% to (11.7)% since the first half of 2022. Based on their social media campaigns and brand vision, sophistication is their touchpoint. Their posts reflect this hyperreal, glamorized image of what the casually wealthy exude. With long fur coats, and puffer jackets, its the go to look for an upper class member of society going on their luxury horseride in the Alps. Want my honest opinion? It’s marketable but boring. Almost too corporate.
When I think of Superdry, I see coats and expensive wear. The same thing with Timberland or even UGGs. it’s a copy paste of every other brand, without a further emphasis on connecting to the masses. Sophistication is key, but should it take away from the potentials of what a brand could be? What if I told you sophistication does not have to mean rigidity?
Take Calabasas’ luxury streewear for example. Famously known as the wealthiest city in the US, what once was known as a place for moms with red bottom heels has turned into a hub for teenageers in puffer jackets and sneakers. I’m not going to discuss the intricacies of how this evolution happened, but moreso discuss the cultural impacts of what sophistication, luxury and trends can entail when merged with trendy fashion pieces correctly.
Calabasas has transformed its image into a hip place which caters to youngsters while upholding its marketable luxury aesthetics without the boring, old rich aunty connotations. Don’t get me wrong, I’m well aware people still thrive for luxury lifestyle, but nowadays it takes more than just a horseback photoshoot to appeal. people want in, but richess isn’t enough.They want it with youth and style. They want to be sold an experience!
Going back to Superdry, based on their Instagram tagged, their consumers consist of young adults categorized as sophisticated boujee women or casual streetwear wearing youths. It seems like they’re split into two dynamics, at the end of a spectrum. Weirdly, Superdry’s feed features both but none at the same time, with a bias towards the former. I see soccer players, random Instagram models and sometimes indie musicians? Their focus is everywhere without a coherent direction, which might be why it’s name isn’t as impactful as other fashion houses. Personally, I would do what Calabasas has done. An integrated rebrand.
Let’s start easy, by combining pre-existing Superdry clothes with trendier items. For example, Superdry’s Women’s Mountain Fuji Hooded Jacket in Black combined with streetstyle fashion icon Killamisha’s outfit from 30/10/22. The contrast between the white dress and the black chunky jacket would add another layer of texture and form to the outfit. Combining it with Rick Owens FW22 Strobe Knee Godet skirt in black can elevate the elegance of the piece and when paired with Balenciaga’s Falkon 105mm Boot in black, can bring out an edgier side to the sophistication of the jacket –an important essence of what Superdry represents. My point is, fashion is constantly evolving just like It’s part of human nature to evolve and assimilate. We all adapt for survival and its a commodity to want the next best thing. I believe Superdry has the potential to be much more.
Final words, do I think superdry needs a rebrand? Given the statistics in sales, no. They’re doing a decent job at catering to their audience. But, an elevation would benefit the brand greatly as they can take advantage of how the fashion market operates right now. Commodifying your image, as a company, isn’t always a negative and can leave room for something amazing. This is just my view, to challenge sophistication and its norms with something out of the box. Fashion is more than clothes, its an experience – a community built via sub-cultures, and in regards to Superdry, i’ve yet to see an impactful one.
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