Superdry’s menswear, womenswear, footwear and accessories collections fuse vintage Americana and Japanese-inspired graphics and text with British style. The company now operates through 695 branded stores in 59 countries, and reported £1.6 billion in brand revenue across retail, wholesale and e-commerce in 2018.
Superdry’s search for a PLM solution began when it became clear that the company had outgrown its previous methods and working procedures. With teams depending a combination of email, Excel sheets and other digital documents, crucial information would get lost or develop errors.
Scott Robertson, Head of Central Merchandising at Superdry, explains that the way the fashion retailer used to operate simply didn’t support the brand’s explosive global growth and focused business strategy.
“We were working with Excel and email, using literally thousands of different spreadsheets. There was no single source of the truth and people spent too much time trying to find information rather than doing value-added activities. We had no clarity and couldn’t track how many options we were developing during product development. We knew PLM would give us visibility to streamline that process.”
Since implementing Centric Product Lifecycle Management (PLM), Superdry has undergone a dramatic digital revolution. The company has streamlined the overlap between its wholesale and retail collections to create a unified range and increase on time and in full product completion from 70% to 89%.
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