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Superdry womenswear ups feminine direction for spring 13

Young fashion brand Superdry is ramping up its womenswear offer for spring 13, introducing a more feminine styling and making the “unremarkable” category exciting.

Julian Dunkerton, chief executive of SuperGroup, Superdry’s parent company, said spring 13 will the range will still feel like Superdry “but it will be much more feminine”. He added that it had widening the diversity of the range.

Although Dunkerton would not be drawn on specific product categories, he did reveal that the brand would be working with British tailor Timothy Everest to create a suiting collaboration for women, following on from the success of a men’s suiting line in collaboration with Timothy Everest earlier this year.

“We have also got a couple of other collaborations for womenswear in the pipeline,” he said. “We have been a bit unremarkable with womenswear and this range is much more exciting and really reflects women’s shopping habits.”

Dunkerton added that the pricing architecture would not be expanded at the top end to incorporate the new womenswear product categories but that some prices would be lowered.

“In order to gain market share in women’s denim we are moving from a £55 price bracket to a £45 price bracket,” he said.

In order to make these savings Dunkerton said he would be focusing on better sourcing and better buying but that he was also prepared to take a small margin hit because his overall margins allow him to.

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