Super Dry Clothing

Super Dry Clothing

[Name of the Student]

[Name of the Institute]

Executive summary

Apparels and accessories retail market of United Kingdom is the one of the biggest retailing market although the market is facing some economic constraints due to the weak economic conditions. The consumers' behavior regarding the purchasing of the expensive branded products is changing rapidly due to the inadequate disposable income. Under such circumstances, the competition in the clothing retailing market has become very tough. Especially the young companies such as super dry clothing need to exert more attention towards its marketing strategies in order to survive in the highly competitive market. The company needs to make alterations in its banding as well as pricing strategy to enhance its competitiveness.

Super Dry Clothing

Introduction

The aim of the paper is to discuss the overall marketing strategy of the leading British clothing brand, Super dry clothing. The paper discusses the macro economic conditions of the clothing retailing market in the United Kingdom and their impact on the marketing strategies of the clothing businesses. Moreover, the paper discusses the changes in the buying behaviors of the consumers and its impact in the competition of the clothing business. In addition to it, the paper extricates the branding strategy of the super dry clothing company. It discusses the brand positioning as well as offer pacing of the company to attract potential consumers. Further, the paper discusses the pricing strategy of the company and the alternations the company needs to make in its pricing strategy regarding the reduction of prices. Paper provides the detailed analysis of the major competitors of the super dry clothing company and their strategies.

Company overview

Super dry is basically a British based clothing brand that comes under the head of Super Group Plc. The company facilitates its customers with unique and alluring designs. The company always has an intention of providing high quality products. The super dry provides its products with the combination of fabric from Vintage Americana styling along with an inspirational Japanese graphics. The company is listed on London Stock Exchange. Super is one of the largest clothing company of the UK retail business. The company was founded in the year 1985 and then gradually the company expanded its business activities in all over the United Kingdom of Britannia

The year 2008 is considered as the exceptionally crucial year for the growth of the super dry clothing. In this year, the company focused on expansion and large no of new stores of the company in different localities all over the United Kingdom of Britannia. However, it should be noticed that the company has a prominent focus on opening new stores in the areas that are close to the university cities. The strategy behind the focus on such areas is that the company had an intention to attract young customers (students of the Universities) through alluring marketing promotions. As of 2012, the company has expanded its business in more than 40 countries across the Europe. Currently, the company is catering its customers in the ...