Discussion
Does anyone have Super Dry shares? They have had a terrible year but there is news that the co-founder wants to come back and sort it out so i'm wondering if this could be a wise investment now? Buy cheap, hope he comes back and this time next year Rodney...
Any thoughts?
https://www.theguardian.com/business/2018/dec/12/s...
Any thoughts?
https://www.theguardian.com/business/2018/dec/12/s...
fellatthefirst said:
Does anyone have Super Dry shares? They have had a terrible year but there is news that the co-founder wants to come back and sort it out so i'm wondering if this could be a wise investment now? Buy cheap, hope he comes back and this time next year Rodney...
Any thoughts?
https://www.theguardian.com/business/2018/dec/12/s...
I don't have any shares in SuperDry but am watching the markets with interest so may have a nose around them as well.Any thoughts?
https://www.theguardian.com/business/2018/dec/12/s...
However, the below quote from that article is somewhat misjudged as retailers have been in the news this week due to some of them reporting results and nearly all of them have stated it's a bloodbath out there and they have had little choice but to discount.
At present, it's a game of chicken between consumers and retailers and the retailers have blinked first by (heavily) discounting.
I find it hard to believe Dunkerton would have done anything differently if he was at the helm.
IMHO, the stock market has further to fall in 2019 so am holding out till then.
C0ffin D0dger said:
You've got to think they've had their day, a year back and *everyone* was wearing their stuff, don't see so much of it now? No idea what the next big thing is though as I'm not trendy, don't own anything Super Dry either 
supercommuter said:
No way I would buy in to Super Dry. Obviously just my opinion but I don't think it is seen as a cool brand. Unless they diversify and rebrand as something else, I cannot see it becoming popular again.
It was on its way to coolness (branding) until everyone in the street had some form of their clothing.A bit like 'North Face' jackets
JaredVannett said:
C0ffin D0dger said:
You've got to think they've had their day, a year back and *everyone* was wearing their stuff, don't see so much of it now? No idea what the next big thing is though as I'm not trendy, don't own anything Super Dry either
supercommuter said:
No way I would buy in to Super Dry. Obviously just my opinion but I don't think it is seen as a cool brand. Unless they diversify and rebrand as something else, I cannot see it becoming popular again.
It was on its way to coolness (branding) until everyone in the street had some form of their clothing.A bit like 'North Face' jackets
North Face still make extremely high quality gear which is capable of expeditions to ice capped lands so the fact that they diversified into a fashion line doesn't bother most. Including me. I do not think North Face will ever go the same way as Super Dry.
Look at Burberry, Barbour and Fred Perry etc they have all been cheapened by people in the terraces having tear ups in their branded coats but they still have their history etc to fall back on and never really go out of fashion
That is the reason I would not invest in SuperDry.
JaredVannett said:
It was on its way to coolness (branding) until everyone in the street had some form of their clothing.
A bit like 'North Face' jackets
I wonder how many people still buy but opt for the less branded items? I still buy T-Shirts and jumpers and coats from them when they have sales on but I only buy the stuff with pretty much zero branding on itA bit like 'North Face' jackets
Oakey said:
JaredVannett said:
It was on its way to coolness (branding) until everyone in the street had some form of their clothing.
A bit like 'North Face' jackets
I wonder how many people still buy but opt for the less branded items? I still buy T-Shirts and jumpers and coats from them when they have sales on but I only buy the stuff with pretty much zero branding on itA bit like 'North Face' jackets
Certain Barbour lines have minimal branding too.
I could hear the bells calling time on Superdry when I was on a flight and opened the duty free magazine and there were Superdry watches for sale. Next to me was a guy 50+ wearing a Superdry t-shirt. Hardly the hallmarks of a brand that I would say used to be competing against the likes of Jack Wills in the 18-24 range. North Face / Nicce I think have eaten their lunch.
MHT223 said:
I could hear the bells calling time on Superdry when I was on a flight and opened the duty free magazine and there were Superdry watches for sale. Next to me was a guy 50+ wearing a Superdry t-shirt. Hardly the hallmarks of a brand that I would say used to be competing against the likes of Jack Wills in the 18-24 range. North Face / Nicce I think have eaten their lunch.
My 60 yo colleague was bought a Superdry jacket a couple of years ago by his kids for Christmas; the one with all the zips, it was all a bit "oh dear, how sad!!"I had a few Superdry polo shirts 5 or 6 years ago before Superdry became trendy, I wouldn't dream of wearing any of their stuff now.
Not sure the founder has any good ideas. He wanted the company to concentrate on its hoodies, and didnt like the fact they had cheapened and diversified. But once 90% of their target market owns one of their hoodies, where do you go next?
As others have said, it simply fell out of fashion. And while style is timeless, fashion is temporary.
As others have said, it simply fell out of fashion. And while style is timeless, fashion is temporary.
Condi said:
Not sure the founder has any good ideas. He wanted the company to concentrate on its hoodies, and didnt like the fact they had cheapened and diversified. But once 90% of their target market owns one of their hoodies, where do you go next?
Let's be honest. Superdry started off a bit niche, with some slightly interesting designs. And then it started to become popular. And then it started to be worn by chav's. And so any self respecting person wouldn't touch the brand with a barge pole. Yep, I invested in SDRY back in mid May.
That was just after a sharp drop, and I congratulated myself on my timing as I was in very decent profit for a month or two.
I’m now looking at a 55% loss, which is a lot less than the 80% of someone who invested in January.
Interestingly, the last time SDRY lost a similar amount in a year was in 2011, and people were saying then that the brand was moribund - but over the subsequent 5 years the share price grew about 480% (and that is disregarding the huge surge in late 2017). That is an average annual return of 42%, despite a 55% fall in 2014.
I haven’t yet decided whether to hold and hope for a similar recovery, or sell and reinvest elsewhere. Leaning towards the latter at the moment, but it is clear that big falls are part of the landscape for this share, which can nevertheless give sizeable returns. So I’m really not sure.
That was just after a sharp drop, and I congratulated myself on my timing as I was in very decent profit for a month or two.
I’m now looking at a 55% loss, which is a lot less than the 80% of someone who invested in January.
Interestingly, the last time SDRY lost a similar amount in a year was in 2011, and people were saying then that the brand was moribund - but over the subsequent 5 years the share price grew about 480% (and that is disregarding the huge surge in late 2017). That is an average annual return of 42%, despite a 55% fall in 2014.
I haven’t yet decided whether to hold and hope for a similar recovery, or sell and reinvest elsewhere. Leaning towards the latter at the moment, but it is clear that big falls are part of the landscape for this share, which can nevertheless give sizeable returns. So I’m really not sure.
Edited by Dr Mike Oxgreen on Saturday 22 December 08:41
The only future I can see for Superdry is having a couple of pages in the M and M catalogue, Like others have said, they saturated their own market. Another Gio Gio/Diadora/Ellesse.
From what I have seen they have a lot of retail stores - some in very prominent/expensive positions (Regent St./Canary Wharf/Bristol/Bath etc.) Could this be the start of a massive fall from grace?
From what I have seen they have a lot of retail stores - some in very prominent/expensive positions (Regent St./Canary Wharf/Bristol/Bath etc.) Could this be the start of a massive fall from grace?
Part of their problem is how they categorise their sizing. Their XXL is the equivalent of an L in most other brands, and they have recently introduced XXXL and higher to try and get people who they didn't "allow" to have their products before. However, no one wants to pay a premium and be called a fat 
with it.
G Star had the same problem a few years ago, and moved everything down one size.
with it.G Star had the same problem a few years ago, and moved everything down one size.
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