Superdry's profit margins will suffer a bit as the price of cotton rises, but so far, its loyal customer base is very happy buying the latest hoodies or t-shirts.
How to keep Superdry from getting stale or falling out of favour with its audience? The company is always launching new styles in multiple product ranges, to offer variety and give customers new choices. It will have to watch trends closely, be prepared to evolve quickly, continue to use fashion detail as one of its differentiating points and avoid oversaturating its markets with product and stores.
Still, few fashionistas stay loyal forever. The next big brand will be . . . ?
