Did you ever rocking any type of clothing labeled as SUPERDRY with big funky japanese word attached to the shirt. There are fakes everywhere in Malaysia especially at night market or business place close to that with a way cheaper price than the original.
The first time i saw this brand that always attached by japanese word as their identities, first thing that crossed in my mind is that the brand itself originated from Japan. The land that recognised as a land of creativities, and people do believe that any product that came up from Japan got the sense of high qualities and premium feels. But later on, after did a minor research i found that i was fooled by the label strategies. For god sake, they actually born in England. They are a major player in streetwear industries there. Quite a genius marketing brand strategies played down there. The Superdry logo appears relatively prominently on the clothes in various guises. Most commonly, it is seen with Japanese script underneath it. The vibe is Oriental exoticism mixed with US street culture and UK fit. Think a British version of Abercrombie & Fitch. Via Tokyo and boom, there you go, Superdry !! Superdry is a relative newcomer on the fashion scene having only been founded in 2003 but Superdry has wasted no time in becoming a firm favourite amongst celebrities and fashion conscious alike. David Beckham to Jude Law and Kate Moss helped to boost the brand image and awareness. In 2010, The SUPERDRY is already £1bn business.
Japanese vibe + American style + UK standard = Multicultural genius brand profile.
The truth is i never rocked the brand. But i fully fascinated by their brand marketing itself. I'm raising my hat off to the man behind the brand, Julian Dunkerton. Simple, and cool guy. From ordinary become extraordinary. From commoner to billionare.
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