"Superdry must take action to ensure it is more resilient to the challenges facing the high street. Although the retailer is in the midst of an 18-month plan to broaden its range and become less reliant on winter products, it must do more to remain relevant. The retailer should partner with celebrity influencers, as it has done in the past with David Beckham and Zac Efron, to engage its core consumer group once again. Superdry should also better promote its specialist credentials and premium ranges to help justify its price points which are higher than those offered by midmarket clothing specialists."