RE: Trading Statement19 Dec 2023 08:48
To me it feels like this brand has lost it's way. When kids would rather have an £800 jacket from Flannels, as opposed to a £100 one from Superdry, it explains the problem. Not denouncing the clothing quality, as that's pretty decent but the brand just isn't as desirable as it once was. In my view, It needs to go more premium, sell and offer less for more . Shut stores, keep the odd few in prime locations and go digital, premium. Imagine the overhead savings, coupled with the stronger margins! Yes, revenue may take a hit in the short term, but that's already the case! IMO, GLA.