Superdry: Sustainability, IT Efficiency, and Digital Marketing Report

This report examines Superdry's sustainability initiatives, focusing on its digital expansion strategy and corporate social responsibility (CSR) goals. The company aims to become a leader in sustainable practices, targeting 100% organic cotton usage and renewable energy. The report analyzes the role of the IT department, highlighting its efforts to improve energy efficiency through the implementation of advanced monitoring and data visualization tools. It also explores Superdry's digital marketing strategies, including social media campaigns and the development of e-commerce platforms to enhance customer engagement and drive sales. The company's approach to environmental management, including the use of environmentally preferable products and adherence to certifications, is also discussed, demonstrating Superdry's commitment to long-term sustainability and responsible business practices.

Running head: SUSTAINABILITY
Sustainability
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Introduction
Superdry is a British international branded clothing company. It is the owner of the
Superdry label (Superdry.com 2018). It does not have a strong advertising strategy. They
does not hire the famous personalities to endorse their brand. This is a contemporary brand
that concentrates on the high-quality products that fuse the vintage Americana and Japanese-
inspired graphics with a British style. They are usually known to have good quality and they
use authentic vintage washes. It concentrates on the detailing of their products. It is known to
be the world’s largest hand-drawn graphics and it operates tailored fit with diverse styling.
Sustainability of Superdry:
The company has updated the market by adopting the strategy of digital expansion. In
order to sustain in the market the company has adopted the three major social responsibility
goals of stretching in the company. The rationalising of the brand was considered to be the
most important step taken by the company. They emphasized on developing the iconic
Superdry brand in a global context. In order to sustain in the competitive market they focused
on the digital market. This is a globally recognized brand. It has huge scope in the upcoming
years. Over the last years this has been found that the company has made a transformation in
the diversified in the channel product apart from getting an international recognition in this
field. They do this by the channel (Williams, McDonough and Edge 2017). The strongest
weapon of sustainability that the organization possess is the developed system of e-commerce
in the organization. They provide the wholesalers and the store channels the scope of growth
by using the digital network. The wholesalers and the distributors of the company have the
opportunity to grow in the apparel industry. It focuses on the operational excellence by
enhancing the returns from the growth that the company makes. The most important activity
done by the company in order to retain the level of sustainability is to serve the customers

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using the digital platform. The untapped opportunities primarily intend to provide a low
capital routes to market. The channels complement an owned store network that intends to
deliver the attractive returns on the capital while providing a complete brand experience
(Hörisch, Johnson and Schaltegger 2015).
The business outlined three key goals of CSR that needs to be delivered by the
year2040. The goals include providing 100% usage of cotton organic clothes. It aims at the
use of 100% usage of renewable electricity usage. They intend to be the most sustainable
brand in the field of corporate responsibility. The company intends to take an accreditation
from the third party and they intend to evaluate the review. The company has managed to get
a certificate of standard accreditation that gave them to the certificate of having a sustainable
business (Epstein and Buhovac 2014). The company adopts the policy of having a long-term
impact on the environment and the human health. The organization have an environmental
attribute. The company aims at considering the factors of biodegradability, recyclability,
volatile organic compound emissions, the factors that are related to the energy efficiency, the
water efficiency, the indoor air emissions, the hazardous waste. The company adopts a
systematic and independent process in order to obtain the criteria of fulfilling all the
requirements (Mohamed 2015). The company has an environmentally positive outcome that
is beneficial for the society. The organization maintains the corporate social responsibility. It
offers the products that are made from safe elements and that are not harmful for the
environment. This contributes to the economical development. The organization makes the
effort to improve the workplace better (Chung and Yazdanifard 2014). The organization has
huge chain of clients in all the countries which indicates the fact that it tries to make good
relation with the clients. The company not only concentrates on the relationship of the global
world but it also maintained the relationship with the local society. The organization keeps in
mind the environmental factors and makes all the efforts to maintain the same. This include

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the environmental management systems, the environmental performance indicators. They
consider the factor of environmental risk factor. It considers all the factors of the
environmentally preferable products like, the packaging of the products, they have a standard
form of packaging their products, and they follow a good chain of distribution. They reuse
the by-products, they consider the factors of disposal and maintenance. The organization have
both the first-party as well as the third-party certification which leads them to the process of
global sustainability (Gauthier and Wooldridge 2018).
The efficiency of the IT department in superdry:
The company have a strong department of IT in the organization. With the passing
years it heads towards the development of the same. It operates in multi-channel, having 91
superdry standalone stores in the UK. It has Superdry concessions, it makes improvement in
the field of e-commerce and in the field of wholesale operations. In order to make a
development of the IT department the company tried to encourage a culture where every
individual store takes the responsibility for the use of the usage of the energy. The intention
of this is to have a great insight of energy (Kek 2014). The company intended to find the right
supplier for the company. They intended to offer the companies to offer the metering the data
visualisation services. Superdry chose IMServ, as one of the leading independent energy
management in UK. It offered a huge range of monitoring, visualisation and the control
services that allowed the business to grow to gain a greater options into their usage of the
electricity. Many automated Meter Readings were installed across the retail stores of the
organization. The Energy Data Vision of the IMServ’s fulfilled the demand for an end-to-end
energy management tool that provides all the factors like the collection of the data to the
storage of the same. This includes the process from reporting to analysis. The organization
has embraced all the challenges related to the reduction of energy (Gardetti 2017).

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The company have used many tools of information technology. They have used the
tool of cloud computing. They have made use of good graphics. The installing of the
IMServ’s services and the tools, especially the EDV report will enable the organization to
identify the waste. This is important to make necessary actions in order to reduce the
consumption of the energy. This also positively changes the attitudes of the employees. The
workforce is made more organized and systematic through this. The organization becomes
more modern and it is easy to work. They made use of the social media marketing in order to
grow their business. The company does not hire any celebrities or public figures to endorse
their products. They make use of the social media marketing. Their advertisement strategy is
based completely in digital grounds. They make use of the social media for this. They created
their own website and they promoted those on the social media websites. In order to get a
good traction online the company conceptualized a unique online campaign on social
websites like, Twitter. This was called, Suoperdry Tweet fuel. This idea was aimed at
promoting the company and to design the entry plan for the company. They have provided
the customers with the option of channels where they can see many options of products and
brands (Tavakoli and Ismail 2017).
The company takes the initiative of making improvement in this by launching more
channels so that they can connect with more customers. The company emphasizes on the
innovative approach to make the digital department stronger. They have initiated a multi-
channel approach and it concentrates on a growing culture of operational excellence. It has
designed a new order management system for the ecommerce where it enables the customers
to receive the deliveries from more than one distribution centre where their order cannot be
fulfilled from the closest one. The company have a significant ongoing growth opportunity
with the multichannel system. The organization intends to design an integrated digital and
social marketing campaigns in order to strengthen the relationship with the existing

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customers. The organizations intends to boost the links to the community of the influencer
with the potential for the new customers. It has huge opportunity for positive sale as it
promoted the global digital brand (Hijazi and Strannhage 2016). The organization made their
IT sector so structured that it had huge scope for their future development (Yaseen et al.
2017).

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