Superdry’s latest results – which showed their half-year profits wiped out – “demonstrate the size of the task at hand” for returning boss Julian Dunkerton, according to analyst Richard Lim of Retail Economics.
He also questions whether Mr Dunkerton’s strategy of returning the business to its original roots is the right one, “given the sheer pace of change in the industry”.
“Returning to a brand that once had a point of differentiation, a reason to visit stores and a point of view will be no easy feat,” Mr Lim says.
“The online proposition falls well short of many of its competitors who have have put digital strategies at the heart of the customer journey. The long road of recovery is likely to have many twists and turns ahead.”