Agenda. Introduction Euan Sutherland 4.30pm Adapting stores for a - - PowerPoint PPT Presentation

▶
agenda
SMART_READER_LITE
LIVE PREVIEW

Agenda. Introduction Euan Sutherland 4.30pm Adapting stores for a - - PowerPoint PPT Presentation

Mar 04, 2023 380 likes •773 views

Agenda. Introduction Euan Sutherland 4.30pm Adapting stores for a digital world Nick Tatum & Gordon Knox 4.40pm Enhancing margins through automation Shaun Packe & Paula Kerrigan 4.55pm Precise design DNA Alex

slide-1
SLIDE 1
slide-2
SLIDE 2

2

Agenda.

4.30pm Introduction – Euan Sutherland 4.40pm Adapting stores for a digital world – Nick Tatum & Gordon Knox 4.55pm Enhancing margins through automation– Shaun Packe & Paula Kerrigan 5.10pm Precise design DNA – Alex McFarlane-Watts, Laura Hannam & Gemma Evans 5.30pm Conclusion and Q&A 6.15pm Drinks & product showcase

slide-3
SLIDE 3

3

slide-4
SLIDE 4

4

Purpose. Mission.

We design and make clothes for everyone to help them look and feel amazing Deliver brand growth

Intent.

Get an item of Superdry in every wardrobe

slide-5
SLIDE 5

5

  • Global consumer

perspective

  • Precise design DNA
  • Global brand platform
  • Super Responsible 40
  • Unleashing our design

capabilities

  • Collaborative innovations
  • Extend to new categories
  • Adapting our stores for

a digital world

  • Enhancing margins

through automation

  • Globally aligned, multi-

channel retail and wholesale sales teams

  • World leading Wholesale
  • Accelerate Ecommerce
  • US and China
  • pportunities
slide-6
SLIDE 6

6

Introducing: Brigitte Danielmeyer.

Chief Product Officer

  • Brigitte brings with her a deep experience of brand,

product, design and retail, built over a 22 year career in fashion

  • At Tommy Hilfiger she defined the look of the brand’s

womenswear globally, including the critically acclaimed capsule collections with super model Gigi Hadid

  • Her role at Superdry will support our Global Digital

Brand strategy by delivering innovation and creativity from our in-house design teams

slide-7
SLIDE 7
slide-8
SLIDE 8

8

Listening to our customers FY19 Priorities Scale of opportunity

Adapting Stores For A Digital World.

“I can’t find what I want” “You don’t have my size” “There is nothing in store for me” “I’m not inspired to go into Superdry” “Store staff aren’t able to help me get the product I want” “You’ve run out of bestsellers”

RFID

LINEAR AND GRADING SUPERFAST REPLENISHMENT DROP AND LOCK GLOBALLY ALIGNED PROMOTIONS

(STUDENT EVENT, MID SEASON SALE, BLACK FRIDAY)

TARGETED IN STORE MARKETING IKIOSK CLICK & COLLECT / RESERVE & COLLECT IPAD SINGLE STOCK POOL ISTs REINSTATED

slide-9
SLIDE 9
slide-10
SLIDE 10

10

Why RFID?

  • 1. Greater Accuracy
  • 2. Actionable Data
  • 3. Mobile Access
  • 4. Stock Reduction
  • Improved Superdry

customer experience – Revenue driving

  • Lower costs
  • Improved working

capital efficiency

slide-11
SLIDE 11

11

What is RFID?

  • A small, unpowered chip

embedded in the swing tag or in future, embedded in the garment

  • Completely unique fingerprint for

that specific single item

slide-12
SLIDE 12

12

Phase 1

27 UK and 3 US stores before Peak 2018

Phase 2

All remaining own stores by Autumn 2019

Rollout Platform Development Source Tagging Full Rollout

2018 2019

Where are we?

5 store trial

2017

slide-13
SLIDE 13

13

What has it given us so far?

ACCURACY DATA STOCK REDUCTION MOBILE ACCESS

slide-14
SLIDE 14

14

What has it given us so far?

ACCURACY

100% accuracy on outbound stock 99.5% accuracy on store stock 99.5% accuracy on location of store stock (versus 72% pre RFID)

slide-15
SLIDE 15

15

What has it given us so far?

DATA

We can count Bicester in 10 minutes versus 6 hours Availability issues in real time

slide-16
SLIDE 16

16

What has it given us so far?

Mobile Access

Live demonstration

slide-17
SLIDE 17

17

What has it given us so far?

STOCK REDUCTION

2016 – 36,000 2017 – 24,000 2018 – 13,000 (Cheltenham Store example)

slide-18
SLIDE 18

18

Local digital marketing Better availability Improved customer experience

Immediate Benefits.

slide-19
SLIDE 19

19

Rich Davies, Store Manager at Trafford

Customer Experience.

slide-20
SLIDE 20

20

  • Ecom Fulfilment
  • Store of One Ranging
  • Customer Self Serve

Accuracy + data = better decisions, faster

Future Applications.

slide-21
SLIDE 21

21

slide-22
SLIDE 22

22

Our Priorities Background

  • The apparel industry has been very slow to evolve
  • Any advancements have been supplier lead and slow
  • Main focus has been to move to lower cost sourcing regions
  • The apparel industry is heading towards a big bang moment

Automation.

slide-23
SLIDE 23

23

  • 1. 3 year project to transform our supply base
  • 2. Become global leader by partnering suppliers

and machine producers

  • 3. Fully integrated, automated and cost
  • ptimised irrelevant of location
  • 4. Creating a sustainable supply base for the

long term future

Our Strategy

Supplier

Partnering with suppliers who share

  • ur vision

Machine Producers

Working with global leaders to drive innovation and automation Integrated approach to align requirements and drive transformation

Automation.

slide-24
SLIDE 24

24

Why 3D Design?

Speed to Market Reduced Cost Improved Quality

£ £

slide-25
SLIDE 25

25

  • Designing product digitally
  • Granular material visibility
  • Automatic upload to suppliers

3D Design.

slide-26
SLIDE 26

26

Samples driving Wholesale Digital Showrooms

Picture of wholesale showroom

Opportunities.

slide-27
SLIDE 27

27

Sewing machines Machines that sew

Opportunities.

slide-28
SLIDE 28

28

slide-29
SLIDE 29

29

Quality Obsession.

  • Premium base fabrics
  • Direct relationships with

best-in-class suppliers

  • Superior quality control

enabled by regional offices

slide-30
SLIDE 30

30

  • In-house team of 50 designers
  • Hand drawn graphics and

unique prints

  • Bespoke Superdry components

and trim

360 Design Detail.

slide-31
SLIDE 31

31

Value for Money.

  • Quality fabrics, materials

and finishes

  • Product elevation
  • Value add innovative designs
slide-32
SLIDE 32

32

slide-33
SLIDE 33

DISRUPTION INNOVATION

“Heritage” “Current” “Early Adopter”

33

Customer Segmentation.

Brand loyal / Less trend driven Stylish / Trend aware Fashion forward / Trend led

slide-34
SLIDE 34

34

“Heritage”

  • Loves Superdry for our vintage

Americana-Japanese inspired graphics

  • Looking for Superdry’s updated

iconic heritage pieces

  • Market leading garment print

applications

slide-35
SLIDE 35

35

“Current”

  • Appreciates Superdry’s quality &

attention to detail

  • Looking for pared back, timeless

pieces with subtle branding

slide-36
SLIDE 36

36

“Early Adopter”

  • Appreciates innovative disruptive

designs

  • Looking for statement pieces

"Preview" - our disruptive innovation

slide-37
SLIDE 37

37

Invictus.

  • An inspirational year working with the

athletes to deliver full technical kit and athleisure wear for supporters

  • Unveiled the first disabled mannequin in

the West End in our Regent St Store window

  • Significant brand enhancement; massive

international reach; on track to hit targets:

  • 1bn opportunities to see Superdry

Invictus Sports kit

  • 185,000 extra visits to superdry.com
  • True partnership established with the

athletes and Help for Heroes with excellent future partnership opportunities as well

slide-38
SLIDE 38