Superdry Headquarters Will Lay Off 200 People And Plan To Save 50 Million Pounds In Three Years.

With the emergence of more personalized clothing, tide cards are also facing new crises.

In order to reduce the cost of the company, the Superdry announced a 200 layoffs in the headquarters, which ultimately saved 50 million pounds in three years. At present, Superdry is consulting with the staff on unemployment.

It is understood that in recent years, Superdry performance has been declining, according to the three quarter results released before, Superdry entity store sales fell 8.5%, stock prices fell 7 percent.

According to industry analysts, Superdry has not found its new positioning at present. Previously, the digital pformation consumed too much time and cost. In the future, Superdry should focus more on its own business and products.

Prior to that, Superdry was committed to the pformation of digital and e-commerce channels. The company CEO Euan Sutherland 2017 led the company from SuperGroup PLC (SGP.L) renamed Superdry PLC, in order to seek more international development and digital strategy.

However, this strategy was opposed by founder JulianDunkerton. He believed that the group should not blindly develop the so-called digital strategy, but still need to focus on the entity business and products.

At the end of JulianDunkerton2018, a special shareholders meeting is expected to win the brand because of the fall in share prices.

Data show that in the first half of fiscal year Superdry, pre tax profits for continuing operations fell by 49%, and the actual operating profit was 26 million 400 thousand pounds, representing an increase of 190.1% over the 9 million 100 thousand quarter of the 2018 fiscal year, but the increase was mainly due to changes in the fair value of foreign exchange contracts.

In recent years, many clothing brands are facing a layoffs crisis. In March last year, the New Look, a British brand, said that the planned closure would lay off 980 people, in order to ease the performance crisis.

In addition to the helpless measures such as layoffs and closes, more companies choose to change their way of operation or upgrade their experience through new ways to better attract consumption.

Lai Yang, vice president of the Beijing Institute of Commerce and executive vice president of the business economics society of the North Institute of Commerce, seems that with the maturity of technology application and the reduction of the cost of use, the new technology of science and technology has become a major trend in the development of enterprises. In the past, the application of new technology usually invested a lot of funds in research and development, which led to many enterprises prohibitive, but at the present stage, these technologies gradually matured, which has already been able to help enterprises solve the cost problem well, reduce the cost of artificial operation and increase the speed of purchase, thus bringing a good shopping experience for consumers.

In fact, not only fast fashion industry, including business platform, express industry, supermarket department store, all enterprises are facing new technology development.

For clothing companies, the experience of shops helps consumers to enhance brand image. In the future of fast fashion enterprises, H&M's previously launched smart fitting mirror and ZARA AR shopping can attract consumers' eyeballs, thereby enhancing shopping experience. In the form of downhill shopping in physical stores, brands need more new technologies to retain users.

However, Zhang Peiying, honorary consultant of luxury China Alliance, said that for more attention to the tide card of products, the digital pformation should be more cautious. Enterprises should focus on the product itself, and use digitalization and e-commerce platform as an auxiliary tool, so as to develop for a long time.