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Feb 29, 2016 Events

MAGIC Recap: Superdry

David Buivid

David Buivid

Interactive Executive Producer

Dressed to Thrill Part 1 (of 3)

MAGIC is “the global pillar of fashion trade shows.” Twice yearly, 60,000-plus industry insiders descend on Las Vegas to share trends and best practices that impact the massive global industry. This February, the show’s exhibitors were segmented into 10 “markets” differentiated by product/industry specialty across the two largest conference spaces in the city: Mandalay Bay and the Las Vegas Convention Center’s North and South Halls.

I was asked to present on the topic of “Interactive Brand Strategy” and therefore had an opportunity to walk the entirety of the show’s markets during my visit. My legs were tired, my mind weary, but through it all, three brands stood out to me as hitting the mark when it comes to best practices and I’d like to share the experience. Let’s kick it off with:

Superdry

Launched in 2003, the Superdry brand has been growing in popularity over the past decade. The “future classic” apparel brand has found a winning strategy in targeting customers based on “attitude not age” and focusing on the production of quality garments. The brand has won over many high-profile celebrities, at no cost, helping boost brand awareness when its clothing is worn in public.

Superdry’s trade booth consisted of a few shipping containers that were modified in order to act as mini-stores within the show floor. I learned that these same containers can and are often used as pop-up shops at cultural events around the globe.

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The brand representative at Superdry supplied me with one of the coolest—if not the coolest—brand book I’ve ever seen (outside of the entertainment business). The 20-plus page spiral-bound book covers everything from the brand’s origins and values to key personnel, product lines and global presence—and does so in appropriately bold style. Think of it as a look-book taken to the next level.

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You can have a look at the (admittedly less cool) corporate brand information here.

Visit the official Superdry website.

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