It is evidently clear from the discussion that Porters have developed a strategic tool of five forces that collectively review the competitive pressures as follows: Bargaining Power of Buyers: a Large number of fashion brands offering a wide range of products has considerably increased the power of buyers. Bargaining Power of Supplier: is moderate as the company has been consistently increasing its supply base to deal proactively with risk The threat of New Entrant: growth in the consumers’ confidence in the retailers and apparel sector has increased this threat considerably.
Operation in a large number of countries also increases the threat. The threat of Substitute: is low as fashion changes with the passage of time; however, there will always prevail any fashion in the industry and will not be substituted. Industry Rivalry: a Large number of players in the local and international market has increased this pressure to high end. The global fashion apparel industry is witnessing the growth of around four percent every year from $2,560 trillion (2010) to the $3,180 billion in 2015 mainly accounting the luxury products. Moreover, global brands such as ZARA, Nike, Next, H& M, American Eagle and other.
Most of the fashion brands are growing global to expand their market base. The market is divided on the basis of the various factors such as age, income, preference for fashions, etc. The market segment for Superdry brand includes the young people mainly of the age segment 15-25 age brackets. Among the people of aforementioned age bracket, men and women who are inclined to buy a branded product with a reasonable price and better quality. Superdry has targeted the customer with the customer with for the affordable products that are offering premium quality clothing and accessories.
With a focus on this segment, Superdry has developed a range of the products that has expanded its customer base beyond the core target segment. Positioning refers to the perception of the brand build in the minds of the existing and potential customers. The positioning of the Superdry clothing among the existing and the potential target customers is based on the psychographics features. The brand is the mixture of three cultures i. e.
Americana vintage, Japanese inspirational graphics combined in the British style.
Please type your essay title, choose your document type, enter your email and we send you essay samples