Activation Commerciale

(Author : retail in asia)
British-owned Superdry has opened a new store in Beijing, unveiling its Superdry snow and sports collections in China at the same time.

Superdry opens new Beijing store, debuts ski collection in mainland China

The new store opening is in Sanlitun, an area of the Chaoyang District containing popular bar streets and international stores. The store interior hosts Asian hand-painted pieces mixed with American-style retro features, which can be seen upon entering the store. At the entrance, Superdry’s neon logo shines over the store’s steel and metal pipes with exposed ceilings and concrete floor offering a modern industrial feel. Walls are made of oak and light is warm and retro-rock themed. The store also carries the concept of the socket wall (an industrial bolt-on display wall), a flexible space to showcase Superdry’s unique British tailoring.

But Superdry’s snow and ski collection at the new China store is the country’s first, offering performance and leisure apparel for the winter season. To celebrate the opening of the new store, the Superdry held a three-day celebration, to give back to customers a full range product experience. In addition, the graffiti creative team Color were also invited providing consumers with custom t-shirt graffiti printing.

Superdry is owned by SuperGroup, which turned in an impressive set of half-year results when it reported back in November 2016. Group revenues rose 31.1% to £334m and e-commerce sales rose by 25% to £215.2m. Wholesale also surged, with a 43.8% rise to £118.8m and like-for-like sales rose 12.8%. That figure was lower than the 17.2% increase of a year ago, but felt viable considering the difficult trading conditions seen in fashion in 2016.

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(Author : Caroline Baldwin)
Superdry reveals an interactive smart mirror at its Berlin flagship store, which encourages shoppers to digitally try on products.


Superdry has installed an interactive smart mirror at its flagship store in Berlin. The 82-inch mirror allows customers to digitally try out clothing from Superdry’s new winter collection. Seymourpowell designed the mirror after collaborating with Superdry’s global merchandising and store design teams.

Customers use hand gestures to browse through the collection on the mirror, and they can select their favourite pieces with an “air punch”. “Integrated body tracking technology allows them to try on the garments digitally as they browse. Any movement the customer makes is mirrored by the garment shown on screen, giving people a now, instant feel for how the product fits and moves,” said Pat Fahy, creative director, customer experience at Seymourpowell. “We’ve designed the smart mirror to stop shoppers in their tracks with an engaging, fun and highly interactive experience that brings them closer to the Superdry brand and products.”

The mirror also provides information such as colour options and design details for collection, while messaging encourages customers to share their smart mirror experience and favourite products on social media platforms. The data of those favourite products is then collected by Superdry to help develop future collections.

Craig Bunyan, senior designer at Seymourpowell, added: “Using a combination of Photogrammetry and 3D-scanning techniques, we were able to generate high quality digital models, complete with photorealistic textures. These models were then bound to digital ‘skeletons’ which allow them to be driven by depth sensors embedded in mirror installation. The workflow is very similar to modern Hollywood CGI character animation techniques.”

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(Author : retail design blog)
Manchester-based retail display specialist Unibox, has helped Superdry to introduce a new ‘Store of the Future’ concept, in the Manchester Arndale.

Superdry’s Store of the Future concept

Superdry, a fashion chain for men and women blends vintage Americana with Japanese and British inspirations. Superdry Group – the parent company of the fashion retailer – has recently posted a 21.3% increase in revenue in its annual report, with like-for-like sales up 15.4% in the last quarter.

With Superdry’s growth on the British high street going from strength to strength, the retailer turned to Unibox after being impressed by the display manufacturer’s stand at the Retail Design Expo. Superdry’s traditional aesthetic incorporates low-level illumination. In response, Unibox installed lighting that reflects the retailer’s brand style, while ensuring the visibility of key locations such as till points. Heling to do this, innovative new Ledge 46 lightboxes – which seamlessly wrap around corners – were used strategically throughout the store.

Superdry’s Store of the Future concept1

Unibox also created standalone displays within the redesigned store, including ‘The Cage’, which features an exterior mesh panel system and exterior illuminated graphic displays to showcase Superdry’s latest collection created in collaboration with Hollywood A-lister Idris Elba. The redesigned space also boasts a Superdry Sport pop-up container. In addition, a huge ceiling hung lightbox was wrapped around a concrete finish pillar, combining the latest fabric print technology and UV treatments for fluorescent-style text and vivid graphics.

The result is an engaging retail space that combines lighting and graphic displays in key areas, and which provides a clear path throughout the store, highlighting new products and promotions. Commenting on the collaboration, Unibox MD, Nick Wraith said: “Renowned for its contemporary retail designs as well as its innovative fashions, Superdry appointed Unibox due to our proven expertise in LED lighting and graphic display.

“Recognising the effect the illumination would have on the brand aesthetic and customer journey was crucial, and specifying the correct LED lighting setup was paramount to the success of this project. To ensure we got this just right we tested various methods before agreeing on the end result. “Powered by Lumenal – a leading manufacturer of modular LED lighting solutions and part of the Unibox family – we were able to offer an unrivalled level of insight and expertise on how best to bring illumination into the new store concept”.

The glitzy new store concept is proving to be a tremendous success, and the retailer attracted several high-profile celebrities to its exclusive relaunch party. It is expected that the new store design will now be rolled-out across a number of Superdry stores.

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(Auteur :  Karin Bosteels)
Après une période turbulente, le britannique SuperGroup, propriétaire de Superdry, a de nouveau le vent en poupe : son chiffre d’affaires a progressé de 13%, grâce aux activités retail des SuperdryStores qui ont réalisé d’excellentes performances.

Après une période difficile, SuperGroup est à nouveau en pleine forme

Les SuperdryStores à plein régime

Après une série d’avertissements sur bénéfice, d’erreurs comptables et de changements dans le haut management, le pire semble derrière le dos pour SuperGroup : le groupe de mode a clôturé son exercice (clos le 25 avril)  avec un chiffre d’affaires de 486,6 millions de livres sterling( environ 680 millions d’euros), soit une hausse de 12,9%.

La majeure partie du chiffre d’affaires a été générée par les SuperdryStores : les 221 boutiques que compte SuperGroup depuis le rachat de la licence américaine, ont vu leur chiffre d’affaires progresser de 17% (+4,8% sur base comparable). La branche ‘wholesale’ est en croissance de près de 5% et représente dès lors 31% du chiffre d’affaires au niveau du groupe.
Le bénéficie sous-jacent (hors charges  et revenus non-récurrents) a augmenté de 2% à 63,2 millions de livres sterling (près de 90 millions d’euros), ce qui correspond à la fourchette de 60 à 65 millions de livres prévue le management début mai.

A la conquête de la Chine via une joint-venture

Par ailleurs le groupe a d’ambitieux projets d’expansion : sur le continent européen SuperGroup entend s’implanter en Autriche, en Italie, en Espagne et en Pologne. En Allemagne, où le groupe a déjà ouvert 18 magasins depuis 2012, l’objectif est d’atteindre le cap des 50 magasins endéans les cinq ans. Le CEO Euan Sutherland, qui a succédé au fondateur Julian Dunkerton en octobre,  a également annoncé avoir conclu une joint-venture de dix ans avec Trendy International Group afin de conquérir le marché chinois. Le premier magasin en Chine devrait ouvrir ses portes d’ici un an.

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