Marketing Conduct of the Superdry Fashion Brand Label of UK Essay - 1

Marketing Conduct of the Superdry Fashion Brand Label of UK - Essay Example This paper illustrates that Superdry brand is owned by the Super Group Plc with two brands CULT and Superdry. The brand started its business in 1985 with inspiration from the Japanese streetwear having a combination of bright colors and graphical prints. The Japanese style was mixed with the British style and high-quality fashion product that captured the market significantly. The global presence of the business in different parts of the world is presented in the paper. The company has expanded from using the Wholesale business format to the retail format with the strategy of expanding revenues and profits. Superdry has the business model of expanding its base in the geographical territory. A review of the five years’ revenue and the business has been illustrated in the paper. Though the political conditions of the UK are stable, there are growing concerns in businesses with respect to the general election and along with the probable EU referendum  to be held in 2015. Also, the independence of Scotland is to pose a challenge.Despite taking steps for the recovery from the economic crunch of 2008 and the inflation standing at 1.5%, the interest rate is maintained at 0.5%, to support the slowing growth. The competitive landscape is a critical for the business understanding, survival and winning a competitive edge. Superdry with its global existence has a deal with the range of competitive pressures in order to maintain the profitable balance. The leading competitors of Superdry include Primark, H&M, New Look and Rivers Island in addition to another leading fashion brand local and international players in both local and international market of its presence.