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Enhancing market understanding

Superdry is a UK clothing company, and owner of the Superdry label.

Superdry products combine vintage Americana styling with Japanese inspired graphics. It is listed on the London Stock Exchange. In 2018, the company’s revenue exceeded £870m.

The Challenge

Superdry approached Savanta with a problem – the brand needed to develop a deeper understanding of its customer base, across multiple markets, to more effectively target them and thus grow the brand.

The brief we received was to support this business objective by segmenting Superdry’s customers (within territories), all with a view to enhancing market understanding and helping to grow brand value and deliver greater commercial returns.

The business need was clear: to develop a deeper understanding of Superdry’s target market. However, to do so would require a touch of introspection to develop a contextual understanding of the market and the problem.

Our approach

As such, an integrated qual-quant approach was taken incorporating initial immersion sessions with the senior marketing and commercial teams to understand context and needs and what success looked like for the segmentation.

This was followed by exploratory qualitative tele-depth customer interviews to get under the skin of the consumer and understand behaviours attitudes and their relationship to the brand, and finally a quantitative component (of 2,000 customers per market) conducted – to establish typologies and size the respective segments.

At the end we would have a comprehensive view of the market, the customer and how this comprised different segments.

The outcome

The results of the segmentation have been instrumental in guiding Superdry’s commercial strategy, as well as facilitating more effectively targeted marcomms activity – based upon attitudinal and behavioural needs.

Ultimately, this has driven a noticeable upturn in the associated commercials.

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The Co-op Foundation