Everywhere I go, I see Superdry. I love the brand but are we seeing a repeat of what happened with G-Star Raw?
With more and more people riding the bandwagon, the brand might be starting to lose some of its cool and could very well be turning into a ‘fad’ – just like Super Dry beer was in the West around the late 80s. (By the way, the name Superdry was taken from the massively successful Japanese beer, Asahi Super Dry Beer.)
Update: 11 April 2011
A Superdry representative corrected us about the origin of the name and said,
“This is not true. Yes, the name was inspired by a trip to Tokyo, but not by the beer…more the excitement of the entire city. As James Holder stated in the Saturday Times interview (19.3.11) the inspiration came from him noticing how a lot of things in Japan were ‘SUPER’ this and ‘SUPER’ that, with really dramatic exclamation marks on products.”
The Original Super Dry
A famous billionaire once said, if you see the bandwagon, it’s too late. So for those of us who like a bit of “exclusivity” in our clothes purchases, here are seven signs to watch for before the bandwagon comes in sight for a brand.
Please note: this is not a hate article against Superdry. They are an awesome brand that is doing really well. But they also make a great example for this article and we couldn’t help but poke!
1. Big Phat Logos
When a brand has to declare itself to the world this loudly, the bandwagon is around the corner and when you jump aboard, you will be doing so publicly! If you must wear a bandwagon item, be discreet and go for something with smaller logos.
2. Another Flagship Store
If the brand is growing fast and stores are being opened all over, then you can be sure that the bandwagon is going at full steam!
3. On the Stock Market
When stock market analysts are touting the brand as the next hot stock, particularly in the run up to a flotation (when a company lists its shares on the stock market to raise more money for expansion), then the bandwagon is near, perhaps even already here!
4. Not in TK Maxx
TK Maxx is where clothing items end up if the original retailers fail to sell them. If you cannot find your new hot brand in TK Maxx, it is most likely flying off shelves so fast that there is nothing left over to send to discount retailers.
5. Won by all Generations
From teens to professionals in their 30s and 40s, if a clothing brand is crossing generation boundaries far and beyond their target market (Superdry is aimed at teens and twenty somethings for example) then you know the bandwagon will not stop at nothing in the way of getting anyone and everyone aboard.
6. Knock-offs
When the demand for a brand is so high that the original manufacturers can’t make enough of it at a price cheap enough to entice all buyers, the ebay’ers and market stall retailers will rush in to fill the gap. If you find your favourite brand selling like hot cakes at the local outdoor market, it means it is beyond saving.
7. When Everyone and their Momma is Wearing it
How many times have you come across the ubiquitous shoulder logo? In shopping centres, on the train, on the bus, in lectures, at work, at home – these things are everywhere you might say. When that happens, there is no turning back. The brand has arrived at a point of saturation and it will never be the same again.
What do you think of Superdry? Are you a fan? Or do you think it just a fad waiting to pass. Let us know what you think in the comments.
