STORE VISIT REPORT

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CONTENT1. The history of Superdry --------------------------------------------- 32. How many stores in Malaysia & internationally (which

country)? --------------------------------------------------------------- 33. The logo of Superdry ------------------------------------------------ 44. Store layout ----------------------------------------------------------- 55. Store front ------------------------------------------------------------ 56. How do they separate their men, women & ETC section?

--------------------------------------------------------------------------- 6-87. Store interior -------------------------------------------------------- 8-98. Window display ---------------------------------------------------10-119. Store fixtures ------------------------------------------------------- 1110. Concept and story ----------------------------------------- 1211. Store sign ---------------------------------------------------- 1212. Conclusion -------------------------------------------------- 12

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The history of Superdry

SuperGroup started with the founding of Cult Clothing in 1985 by Julian Dunkerton and a former business partner. The original Cult Clothing store in Cheltenham led to the creation of others across the country.

In 2003, Julian joined forces with designer James Holder who had previously founded the Bench brand, to develop and create a new in-house brand and Superdry was born. The Superdry brand has recognition and popularity in the UK and overseas and underpins the growth of the business.

Following the successful introduction of Superdry into Cult Clothing stores as a second store, branded name as Superdry and dedicated to selling Superdry products was launched in 2004. Recognizing the potential of the Superdry brand and with the introduction of a new partner, Theo Karpathios who are from the Group’s UK and at the same time international wholesale business was initiated. But in august 2012, Theo Karpathios was resigned from this business. In February 2011 SuperGroup announced the acquisition France and Benelux franchise and to distribution partner, CNC Collections BVBA ( SuperGroup Europe BVBA), helping SuperGroup to further accelerate to European franchise rollout. In December 2011 SuperGroup opened the flagship store on Regent Street, London.

The success of the Superdry brand led management to take the decision to rebrand its 20 Cult stores as Superdry in the mid 2012.This process was completed in December 2012.

( SuperGroup.Plc, 12 DECEMBER 2012, 18:02)

How many stores in Malaysia & internationally (which country)?- The first Superdry shop opened in London's Covent Garden the following year, and the

chain grew rapidly to 80 UK shops and 70 concessions in department stores," as well as 145 international stores today. Superdry also has 79 standalone UK stores, as well as concessions in 71 department stores. Internationally, Superdry has stores across the USA, Australia, Europe, South America and Asia. Besides that, Superdry has recently been made accessible to us in Malaysia, with the opening of its first Malaysian flagship store, located in the level 4 of Pavilion on 28th Nov 2013, and another shortly after, in Mid Valley on 1st December 2013.

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The logo of Superdry.

The translation of superdry to japanese from english is show the spirit of japan because most of their designs are influenced by Japanese packaging design of the late 80s/early 90s.

The font of this logo is very simple yet clear so it's easy for customer know about this brand. Besides, the colors used for this logo have big contracts, it allows the brand name to be more outstanding. In addition, black color can bring out the fashion sense.

The “Superdry” banner of the store is clear, simple, big and bright. Besides that the red colors font on black color background make it looks sharp too. Other than that, the music plays in the store is strong yet classic so it provide a comfortable environment for shopping.

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Store layout.

This boutique layout is free flow layout.

The simplest type of store layout is a free flow layout, in which fixtures and merchandise are grouped into free flowing pattern on the sales floor. Customers are encouraged to flow freely though all the fixtures, because there are usually no defined traffic pattern in store. This type of layout of works well in small stores, usually smaller than 5000 square feet, in which customers wish to browse though all the merchandise.

Store front.

Superdry store (G-039&040) is located in the ground floor of Mid Valley. If you are coming from the west entrance of Mid Valley, you just need to walk straight toward the centre court and the

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store is just located at the upper left corner. If you come from east entrance, you can just walk straight and Superdry is located at the end of the shop at your right side before the centre court.

How do they separate their men, women & ETC section?

This store displays menswear, womenswear, sunglasses, winter clothing, bags, watches, shoes and undergarment separately at different section and different gender. For menswear and womenswear, it is displayed according to the type of garment such as pants, T-shirt, tank top, sweater and jacket separately with different choices and colors. Superdry store has also different section to put denim clothing and winter clothing. Besides, they separate the undergarment of men and women in different rack. Bag pack, sling bag and sport bag is displayed separately at different places.

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There’s a section to put shoes such as sneaker and slipper but some type of slipper is put at other side in the store. The reason why separate the section in different side because customers will feel clearly to choose their things.

There’s a few of tables inside the store. First nexting table is put at in front of entry door. On the table, watches and sling bag are displayed together. Besides that, T-shirt is displayed on another table. There have 2 nexing table is inside the corner of the store. One nexting table is display with denim pants with different size; and one nexting table has women long pants, t-shirt and bag pack.

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In addition, there are at least 10-15 colors for each type of product displaying at the wall. And the lighting of this store is quite dark yet every section got small light bulb to light the clothes and accessories. This store is using 3 type of hanger of hang the costumes. One of steel hanger is hang the cotton pants and one of the rusty irons is hang the jeans pants. The most of general hanger is hang the t-shirt, winter clothing, underwear and sunglasses.

The located of cashier counter near the both entry so that costumer can easily look for the cashier easily. In addition, the cashier is near to the fitting room so customer can just straight to cashier to purchase.

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The located of fitting room is at the side of the store. Superdry has 5 fitting room and a big mirror at wall so that customers could have a clearer look of them after trying. Besides, inside the fitting room got chair and wall hanger to put clothes. The lighting of the fitting room is bright enough for customer to try. In addition, the store room is located inside the fitting room so that it will not messy look for the store.

Store interior.

Superdry is using the British theme of the union jack to create the store style. And then wood and brick as a material for the rack to display. In addition, rack is made by wood and rusty iron so that it’s not messy when it matches with the background. The ceiling is unique because decorated by paip and the floor is using lime so that it’s make a feel of vintage.

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They also hanging suspended chandler above the table, and it was made from old jars and little lights. In addition, Spotlight is used instead of normal lights because it will make the products look more outstanding.

Window display.

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For their merchandise display, there are a few of mannequins made by rusty iron in the store to show their items by styling it together with different products. Besides that, the window display is showing different item by different way. For example, there is a few of mannequins made of steel wire wearing different pattern of T-shirt and arranged in a row.

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And the bag, shoes and folded T-shirt is put inside the cage-like-box to display and attract attention. They also show different type of denim jeans and slipper by hanging on a wall. Most of the products are displayed at the window display so that it will attract the attention of people that have no intention to go in.

Store fixtures.

For the store fixtures, gondola, nesting table and display cases is used in the stores. The main table of the store is using nesting table to display. Every layer of the table is put with different products. Besides, gondola is used to display bag and also folded garments. Other than that, the watches is put inside the display cases so that it will be protected and easier to see.

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Concept and story.

Superdry is a unique urban outerwear and denim label that fuses Japanese graphics, vintage Americana and the finest British tailoring to produce clothing of impeccable quality and an iconic modern aesthetic.

Store sign.

The sign in front of the entrance clearly state about the introduction of the store.

Conclusion.

In conclusion, I feel so interesting with the overall of Superdry store in Midvelly megamall. This store is using a rare theme to bring out the special feel to the public so that’s why I choose this store be my store research. The window display of Superdry is full of British union jack feel and they use iron rack to match with the theme. It is very creative way to be the eye-catching window display. Besides that, the way they separate the section is quite organize and very clean so that it’s very easy to take a look and shopping. The most of the interesting part is the they using the rack of rust iron to show their product. It’s a very new idea to create the design of rack and also practically. Lastly, I will learn from them so that in the future I can make more special store design.

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