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Frame work that summarises and simplifies market segmentation. Its the way in which market buyers are divided and profiled according to variables.
Segmenting- identifies markets to be demented identification and selection. 1. Gender related segments. 2. Behaviour related segment. 3.Lifestyle segment. 4. Age segment. 5. Affordability.
Targeting- most attractive segment for profitable business. Superdry settled on a number of segments; Age- 20-0. Gender- male and female. Behaviour- like clothes not fashion.
Positioning- business assess competitive advantage and position themselves into consumer minds to be more attractive. They have done this by creating an impression of being individual to In the market. They have created the perception of being cool and good quality. But also exclusive this is due to the lack of advertising but still being popular and well known.

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Place- 101 countries, independent retailers, licensed franchises. 65% of revenue comes from outside the UK.
Product- Clothes for someone who likes clothes but is not into fashion. Unisex, sport, designer. T-shirts, jeans, joggers, sweats, hoodies jackets and footwear.
Price- mid range in the market and competitive prices compared to competitors However the prices are low compared to quality to make a sensible profit.
Promotion: little to no promotion, no celebrity endorsement, no advertisements.

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1. Could not cope when there was an unbelievably hot summer. Superdry did not respond to the changes in the market so generated little profit. = Irregular Demand.
2. Supply chain problems. Pushing shares 30% down.
3. Consumers are unhappy with the current online delivery service which puts off potential customers.
4. No range in the products. Too much of one thing.
5. Not enough money is spent on marketing.

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Women and Men are the target market. Aged 20-50. No kids or elder wear.

"Our customer is not defined by age but by attitude"

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Offer a range of mens and women clothing. Including, hoodies, jackets, accessories, trousers, sweatpants and shoes.

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Superdry are a global company who use there online website to make their products global.

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Superdry Summer Sale Now On - Mens & Womens Clothing - Superdry

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Welcome to the official Superdry shop - Our summer sale is now on, with 50% off our sale lines! Click here to view our range of men's & women's clothing.

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External environmental Factors that affect a company.

Micro- Please see the competitor and target market section for more information. Finally there is the customer interaction. Superdry positively interacts with its customers providing a network when there are queries and problems.

Macro- See PESTLIED for more information.

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Political- Brexit has affected superdry as department stores it sells in are threatened to shut down. Superdry are also funding anti Brexit votes.
Economic- consumer buying power has increased. Fashion industry is affected by economic factors.
Socio-cultural- A good Quality designer brand at an affordable price.
Technological- Good digital presence operates online and offers a mobile website.
Legal- Eu law now means there is no protection for UK designers.
International- operates in 46 countries.
Environment- Sustainability: renewable electricity, organic cotton. 3 pillars used for environmental sustainability=people product and planet. The new good weather was a changing point for superdry. Superdry could not keep up with the market demand for summer clothing.
Demographic- Sex and education level of the employees affect whether or not they have enough employees.

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Hollister; competing for the name of being an indie brand, individual in the market.
Jack Wills: competes for pricing and being unique.
All Saints competition lies in the attitude the clothing represents.
Zara is another competitor of price and uniqueness.

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Strengths. 1. Strong brand image. 2. High Quality products. 3. Range of variety. Press coverage.
Weaknesses 1.Brand associated with joggers. 2. Expensive compared to competitors. 3. Not enough marketing of women wear. 4. No celebrity endorsements.
Opportunities- 1. Expand to China. 2. Teenagers range. 3. Underwear 4. Celebrity endorsements.
Threats 1. Counterfeit items. 2. Slow to market changes. 3. Competitor price war.

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UK branded clothing company.

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Mainly recognised by the small logo- which is visible on all products offered by superdry to empower customers and make them feel like they are part of something bigger.

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Superdrys Supergroup-
Labour: 3,500 employees.
Finance: Revenue £752.0 million.OI: £89.4 Million
NI: £66.0 Million

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A recent change was when one of the CEO's stepped down and then the business began to fail.

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Sticks to RRP.
Referred to as bricks and clicks as it can be sourced through there online website.
Orange is the key colour associated with the brand
Superdry are prided on creating quality garments,