Sounds like bad corporate decisions more than anything. Lacoste and Ralph Lauren thrived as the epitome of dad brands for decades until they realized they were cool among drug dealers and pivoted to the related aesthetics with shirts that are 80% logos and shit
No doubt bad corporate decisions played a significant role in their misfortunes.
Unlike Lacoste (tennis) and Ralph Lauren (polo) though, Superdry never had that ‘old money’ white people sports appeal, which is what made them somewhat successful as a ‘dad brand’.
So while it’s not impossible for them to dig themselves out of the hole they are currently in, I think it’ll be more of an uphill struggle overall.
Sounds like bad corporate decisions more than anything. Lacoste and Ralph Lauren thrived as the epitome of dad brands for decades until they realized they were cool among drug dealers and pivoted to the related aesthetics with shirts that are 80% logos and shit
No doubt bad corporate decisions played a significant role in their misfortunes.
Unlike Lacoste (tennis) and Ralph Lauren (polo) though, Superdry never had that ‘old money’ white people sports appeal, which is what made them somewhat successful as a ‘dad brand’.
So while it’s not impossible for them to dig themselves out of the hole they are currently in, I think it’ll be more of an uphill struggle overall.