Helping Superdry boost brand love

Over the last 15 years Superdry has grown rapidly as a global brand by offering high-quality products that fuse vintage Americana/Japanese-inspired graphics with British style.

With almost all products bearing a prominent logo, retaining brand kudos is especially important to Superdry.

So, when seeking an agency to track both its brand and on-the-day customer experience, it chose ABA because of our heritage in fashion and ability to understand the emotional drivers behind brand affinity.

We overhauled the existing approach, using our proprietary implicit techniques to test brand love and diagnose the factors that shape it.

As our partnership enters its third year, ABA has also undertaken deep-dive analyses of many European markets plus the USA.

"ABA has successfully delivered the granular, actionable insight we need from our Brand Track programme. The team has invested in understanding our brand and international business. Results are generating the right strategic dialogue and decision-making at the highest level."

Jon Wragg, E-Commerce Director

Our tenure began at a time when some commentators predicted a downturn for Superdry due to overexposure, but recent trading statements continue to defy these forecasts. It’s proved itself a brilliantly managed company that makes all the right strategic moves – never being so arrogant as to disregard customer insight.

We love working with Superdry and enjoy the entrepreneurial spirit that remains at the heart of the business.