Superdry launches fast fashion youth line, names product chief from Hilfiger

By

Sandra Halliday

Published
Sep 12, 2018

Superdry said Wednesday that it’s aiming to drive brand innovation and announced the launch of Superdry Preview, a series of new “disruptive fast-fashion ranges.” And it also said that former Tommy Hilfiger global head of womenswear, Brigitte Danielmeyer, has been named to the new role of Chief Product Officer.

Superdry Preview is a specific attempt “to capture a younger, more fashion-driven customer.” The limited-edition Preview capsule collections “will go from design to delivery for consumers in just six weeks and will be available both online and in key global stores.” Each capsule launch will be supported by an integrated social media campaign aiming directly at 16 to 24-year-olds.

That’s the generation that has so successfully been targeted by nimble e-tailers such as Asos and directly reaching out to this age group is a big deal for the firm that has previously not been as strong among younger consumers as it might have liked. In fact, only in recent weeks a spat with Jack Wills saw the latter allegedly saying that Superdry products “appeal to the middle-aged.” 

Superdry may not have agreed with that statement but it clearly feels it needs to go the extra mile to reach the youth market. Its in-house design teams have “created the exciting new collections, building on Superdry's heritage of quality and distinctive design detail.” 

The first drop, for women, is to be launched next week and “has been designed with a fresh colour palette to allow customers to upgrade their athleisure look with a pastel punch. It features oversized fits, with a relaxed yet smart appeal.” The first collection for men will launch in October.

NEW PRODUCT CHIEF

And what about its big new hire? Danielmeyer “has deep experience of brand, product, design, retail and e-commerce,” we’re told, built through a 22-year career in fashion, which has also included senior roles at Esprit and Liebeskind Berlin, the German premium accessories brand. 

At Tommy Hilfiger “she defined the look of the brand's womenswear worldwide and her successes included the launch of two capsule collections with supermodel Gigi Hadid.”

The company said her new role “was created to further drive the successful Global Digital Brand strategy by delivering innovation and creativity from Superdry's in-house design teams.” She will sit on the Executive Committee and report to CEO Euan Sutherland.

Sutherland said of all this: “We are delighted to have attracted an individual of Brigitte's calibre for this important new role. She combines global design experience with an acute commercial edge. Her experience, particularly at Tommy Hilfiger, will help us as we continue to deliver our successful Global Digital Brand strategy.

“Superdry is changing - we are innovating faster than ever, while still delivering the same quality at price points that can't be matched. We have been able to do this because of all the work over the past four years to strengthen our supply chain and business capability.”